VERIDIAN SERVICE PARTNERS · HOME SERVICES
Building trust for a growing home-services platform—and turning local interest into inquiries.
As Veridian brought specialized outdoor-renovation businesses together, it needed a corporate website that established credibility without overshadowing its local brands. The Merc designed and developed the website from scratch in Webflow, then extended the engagement into location- and channel-specific landing pages—connecting parent-brand trust with homeowner acquisition.
Website Strategy
UX/UI Design
Webflow Development
Campaign Landing Pages
Home Services / Outdoor Renovation
Industry
Webflow · Unbounce
Platforms
Launched corporate website
Delivery
Multi-market campaign pages
Search · Social · Direct mail
VERIDIAN SERVICE PARTNERS · HOME SERVICES
Building trust for a growing home-services platform—and turning local interest into inquiries.
As Veridian brought specialized outdoor-renovation businesses together, it needed a corporate website that established credibility without overshadowing its local brands. The Merc designed and developed the website from scratch in Webflow, then extended the engagement into location- and channel-specific landing pages—connecting parent-brand trust with homeowner acquisition.
Website Strategy
UX/UI Design
Webflow Development
Campaign Landing Pages
Home Services / Outdoor Renovation
Industry
Webflow · Unbounce
Platforms
Launched corporate website
Delivery
Multi-market campaign pages
Search · Social · Direct mail
VERIDIAN SERVICE PARTNERS · HOME SERVICES
Building trust for a growing home-services platform—and turning local interest into inquiries.
As Veridian brought specialized outdoor-renovation businesses together, it needed a corporate website that established credibility without overshadowing its local brands. The Merc designed and developed the website from scratch in Webflow, then extended the engagement into location- and channel-specific landing pages—connecting parent-brand trust with homeowner acquisition.
Website Strategy
UX/UI Design
Webflow Development
Campaign Landing Pages
Home Services / Outdoor Renovation
Industry
Webflow · Unbounce
Platforms
Launched corporate website
Delivery
Multi-market campaign pages
Search · Social · Direct mail
01 / THE STARTING POINT
A new parent brand needed to earn trust.
Veridian was building a portfolio of specialized outdoor-renovation businesses, bringing local expertise together under a larger organization with shared standards and a commitment to quality.
The company had an initial brand identity, but no corporate website explaining who Veridian was, how its businesses were connected, or what that relationship meant for customers.
The challenge was establishing credibility for a new parent company without losing the familiarity and trust associated with its local specialists.
The website also needed to serve prospective employees and business stakeholders—each arriving with different questions about the organization.
01 / THE STARTING POINT
A new parent brand needed to earn trust.
Veridian was building a portfolio of specialized outdoor-renovation businesses, bringing local expertise together under a larger organization with shared standards and a commitment to quality.
The company had an initial brand identity, but no corporate website explaining who Veridian was, how its businesses were connected, or what that relationship meant for customers.
The challenge was establishing credibility for a new parent company without losing the familiarity and trust associated with its local specialists.
The website also needed to serve prospective employees and business stakeholders—each arriving with different questions about the organization.
02 / INFORMATION ARCHITECTURE
One parent company. Two paths to trust.
Veridian's corporate website needed to work in both directions.
Homeowners discovering Veridian first should understand its services, explore its specialist businesses, and find the appropriate local expertise.
Visitors arriving from an individual brand should be able to understand the larger organization supporting it.
We structured the navigation, service pages, and brand pathways around this relationship.
Rather than positioning the parent company as another contractor competing for attention, the website was designed to reinforce the credibility of the local businesses it brought together.
02 / INFORMATION ARCHITECTURE
One parent company. Two paths to trust.
Veridian's corporate website needed to work in both directions.
Homeowners discovering Veridian first should understand its services, explore its specialist businesses, and find the appropriate local expertise.
Visitors arriving from an individual brand should be able to understand the larger organization supporting it.
We structured the navigation, service pages, and brand pathways around this relationship.
Rather than positioning the parent company as another contractor competing for attention, the website was designed to reinforce the credibility of the local businesses it brought together.
Connecting Veridian's corporate promise with the local expertise homeowners already recognize and trust.
Connecting Veridian's corporate promise with the local expertise homeowners already recognize and trust.
03 / DESIGN STRATEGY
Credibility had to shape more than the visuals.
A growing parent company needs to feel modern and distinctive. But for Veridian, an overly expressive design risked undermining the professionalism the brand needed to establish.
We explored two homepage directions using the same content architecture—one more experimental, the other more restrained and corporate.
The client selected the cohesive, green-led direction for its stronger sense of trust and maturity.
03 / DESIGN STRATEGY
Credibility had to shape more than the visuals.
A growing parent company needs to feel modern and distinctive. But for Veridian, an overly expressive design risked undermining the professionalism the brand needed to establish.
We explored two homepage directions using the same content architecture—one more experimental, the other more restrained and corporate.
The client selected the cohesive, green-led direction for its stronger sense of trust and maturity.
Two visual directions explored against the same content structure. The restrained, green-led direction was selected for its clarity, cohesion, and credibility.
Two visual directions explored against the same content structure. The restrained, green-led direction was selected for its clarity, cohesion, and credibility.
03 / DESIGN STRATEGY
The decision was to lead with reassurance—not pressure visitors into an inquiry before they understood the organization.
We refined the typography, colour hierarchy, and graphic treatments to create a consistent visual language without unnecessary complexity.
That same principle guided the homepage structure.
Customer testimonials, real renovation transformations, service expertise, and Veridian's quality promise were brought forward to give visitors reasons to feel confident.
The corporate website wasn't intended to become an aggressive sales funnel. Its job was to establish the company's credibility, explain the relationship with its brands, and direct visitors toward the next relevant step.
03 / DESIGN STRATEGY
The decision was to lead with reassurance—not pressure visitors into an inquiry before they understood the organization.
We refined the typography, colour hierarchy, and graphic treatments to create a consistent visual language without unnecessary complexity.
That same principle guided the homepage structure.
Customer testimonials, real renovation transformations, service expertise, and Veridian's quality promise were brought forward to give visitors reasons to feel confident.
The corporate website wasn't intended to become an aggressive sales funnel. Its job was to establish the company's credibility, explain the relationship with its brands, and direct visitors toward the next relevant step.
The homepage brings service information, real renovation work, customer proof, and Veridian's quality promise together to build confidence before conversion.
The homepage brings service information, real renovation work, customer proof, and Veridian's quality promise together to build confidence before conversion.
04 / WEBSITE ARCHITECTURE & WEBFLOW
Built for the next business, not just the first launch.
Veridian needed a website that could evolve as its services, content, and business portfolio expanded.
We created reusable page structures and a consistent visual system, then carried the experience from Figma into responsive Webflow development.
The architecture supported service pages, company information, resources, and CMS-driven careers.
As final business content arrived, the designs evolved with it.
For example, the pool-renovation page initially presented the service at a broader level. When the content introduced distinct offerings—including remodeling, resurfacing, tile and coping, and equipment upgrades—we created a dedicated section to explain them.
Instead of forcing new information into the original layouts, we adapted the experience around what customers actually needed to understand.
The result was a live website with reusable structures that the Veridian team could continue managing and expanding.
04 / WEBSITE ARCHITECTURE & WEBFLOW
Built for the next business, not just the first launch.
Veridian needed a website that could evolve as its services, content, and business portfolio expanded.
We created reusable page structures and a consistent visual system, then carried the experience from Figma into responsive Webflow development.
The architecture supported service pages, company information, resources, and CMS-driven careers.
As final business content arrived, the designs evolved with it.
For example, the pool-renovation page initially presented the service at a broader level. When the content introduced distinct offerings—including remodeling, resurfacing, tile and coping, and equipment upgrades—we created a dedicated section to explain them.
Instead of forcing new information into the original layouts, we adapted the experience around what customers actually needed to understand.
The result was a live website with reusable structures that the Veridian team could continue managing and expanding.
Reusable page structures adapted to real service requirements, then implemented as a responsive, CMS-supported Webflow website.
Reusable page structures adapted to real service requirements, then implemented as a responsive, CMS-supported Webflow website.
05 / CAMPAIGN LANDING PAGES
The same service. Three different customer intentions.
Following the corporate website, the engagement expanded into local acquisition landing pages, including campaigns for Precision Pool Restoration and other pool-renovation markets.
These pages served a different purpose.
Rather than establishing the credibility of the parent organization, they needed to respond to homeowners arriving from specific campaigns.
Paid Search — Respond to an existing need.
Someone actively searching for pool renovation already understands the service they're looking for.
We positioned the inquiry form near the top, supported by service information, local relevance, transformation examples, and trust signals.
The goal was to make checking availability straightforward without requiring visitors to navigate a long introductory experience.
Paid Social — Build relevance before requesting action.
A homeowner encountering renovation services while browsing social media may not be actively searching for them.
We developed a different page hierarchy, introducing more context around the service and its potential value before emphasizing the inquiry.
Direct Mail — Continue the original conversation.
Visitors arriving from mailed promotions already had context from the offer that brought them there.
These pages reinforced the relevant service, location, and promotion while keeping the path to taking action clear.
The service stayed consistent. The experience changed with what visitors already knew and why they arrived.
05 / CAMPAIGN LANDING PAGES
The same service. Three different customer intentions.
Following the corporate website, the engagement expanded into local acquisition landing pages, including campaigns for Precision Pool Restoration and other pool-renovation markets.
These pages served a different purpose.
Rather than establishing the credibility of the parent organization, they needed to respond to homeowners arriving from specific campaigns.
Paid Search — Respond to an existing need.
Someone actively searching for pool renovation already understands the service they're looking for.
We positioned the inquiry form near the top, supported by service information, local relevance, transformation examples, and trust signals.
The goal was to make checking availability straightforward without requiring visitors to navigate a long introductory experience.
Paid Social — Build relevance before requesting action.
A homeowner encountering renovation services while browsing social media may not be actively searching for them.
We developed a different page hierarchy, introducing more context around the service and its potential value before emphasizing the inquiry.
Direct Mail — Continue the original conversation.
Visitors arriving from mailed promotions already had context from the offer that brought them there.
These pages reinforced the relevant service, location, and promotion while keeping the path to taking action clear.
The service stayed consistent. The experience changed with what visitors already knew and why they arrived.
Different acquisition channels informed different landing-page hierarchies—from immediate inquiry for search visitors to more context-led experiences for social audiences.
Different acquisition channels informed different landing-page hierarchies—from immediate inquiry for search visitors to more context-led experiences for social audiences.
06 / CONVERSION STRATEGY
Making every section earn its place.
The campaign landing pages had one primary job: help an interested homeowner take the next step.
We organized each experience around service clarity, renovation proof, process, testimonials, relevant FAQs, and focused calls to action.
But adding more content didn't automatically make a page more persuasive.
During the Houston campaign review, we removed a proposed contractor-comparison section after agreeing that it added limited value to the homeowner's decision.
That reflected the broader approach: retain the information that builds confidence, remove unnecessary distractions, and keep the inquiry path clear.
Across different Texas markets, we adapted location-specific messaging, imagery, and offers while maintaining a reusable landing-page foundation.
06 / CONVERSION STRATEGY
Making every section earn its place.
The campaign landing pages had one primary job: help an interested homeowner take the next step.
We organized each experience around service clarity, renovation proof, process, testimonials, relevant FAQs, and focused calls to action.
But adding more content didn't automatically make a page more persuasive.
During the Houston campaign review, we removed a proposed contractor-comparison section after agreeing that it added limited value to the homeowner's decision.
That reflected the broader approach: retain the information that builds confidence, remove unnecessary distractions, and keep the inquiry path clear.
Across different Texas markets, we adapted location-specific messaging, imagery, and offers while maintaining a reusable landing-page foundation.
Refining the landing-page experience meant retaining information that supported the homeowner's decision—and removing sections that added little value.
Refining the landing-page experience meant retaining information that supported the homeowner's decision—and removing sections that added little value.
07 / EXECUTION & COLLABORATION
From a Webflow launch to ongoing campaign execution.
The Merc's involvement went beyond delivering website designs.
We developed Veridian's corporate website in Webflow, including responsive layouts, reusable page structures, content integration, and CMS functionality.
The engagement then expanded into campaign landing pages built across Webflow and Unbounce, accommodating different channels, markets, and changing requirements.
Working with Veridian's marketing stakeholders and HeadToNet, we translated evolving campaign needs into designed and implemented experiences.
Advertising operations and lead-system integrations were handled by the wider client and partner teams.
What began as one corporate website became an ongoing relationship supporting Veridian's wider digital activity.
07 / EXECUTION & COLLABORATION
From a Webflow launch to ongoing campaign execution.
The Merc's involvement went beyond delivering website designs.
We developed Veridian's corporate website in Webflow, including responsive layouts, reusable page structures, content integration, and CMS functionality.
The engagement then expanded into campaign landing pages built across Webflow and Unbounce, accommodating different channels, markets, and changing requirements.
Working with Veridian's marketing stakeholders and HeadToNet, we translated evolving campaign needs into designed and implemented experiences.
Advertising operations and lead-system integrations were handled by the wider client and partner teams.
What began as one corporate website became an ongoing relationship supporting Veridian's wider digital activity.
08 / THE OUTCOME
One corporate foundation. Multiple paths to market.
Veridian launched its corporate website with a dedicated presence for its specialist brands, services, quality standards, careers, and company story.
The engagement continued into location- and channel-specific acquisition campaigns across Texas, with landing pages developed for different homeowner needs and promotional requirements.
Together, the work established two complementary experiences: a corporate website built around trust and local campaign pages built around focused inquiries.
Corporate Website Launched
Designed and developed from scratch in Webflow.
Multi-Market Campaign Pages
Search, social, and direct-mail experiences across Texas.
Webflow + Unbounce Delivery
Design and development across corporate and campaign work.
Continued Collaboration
Ongoing digital support as business and campaign requirements evolved.
08 / THE OUTCOME
One corporate foundation. Multiple paths to market.
Veridian launched its corporate website with a dedicated presence for its specialist brands, services, quality standards, careers, and company story.
The engagement continued into location- and channel-specific acquisition campaigns across Texas, with landing pages developed for different homeowner needs and promotional requirements.
Together, the work established two complementary experiences: a corporate website built around trust and local campaign pages built around focused inquiries.
Corporate Website Launched
Designed and developed from scratch in Webflow.
Multi-Market Campaign Pages
Search, social, and direct-mail experiences across Texas.
Webflow + Unbounce Delivery
Design and development across corporate and campaign work.
Continued Collaboration
Ongoing digital support as business and campaign requirements evolved.
From the launched corporate website to ongoing search, social, and direct-mail landing-page work across multiple Texas markets.
From the launched corporate website to ongoing search, social, and direct-mail landing-page work across multiple Texas markets.
WORK WITH THE MERC
Building a brand that needs to earn trust and turn interest into action?
We help growing businesses connect their positioning, website experience, and acquisition campaigns—turning complex requirements into clear, launched digital experiences.
Discuss your website project
WORK WITH THE MERC
Building a brand that needs to earn trust and turn interest into action?
We help growing businesses connect their positioning, website experience, and acquisition campaigns—turning complex requirements into clear, launched digital experiences.
Discuss your website project
WORK WITH THE MERC
Building a brand that needs to earn trust and turn interest into action?
We help growing businesses connect their positioning, website experience, and acquisition campaigns—turning complex requirements into clear, launched digital experiences.
Discuss your website project
WORK WITH THE MERC
Building a brand that needs to earn trust and turn interest into action?
We help growing businesses connect their positioning, website experience, and acquisition campaigns—turning complex requirements into clear, launched digital experiences.
Discuss your website project
