How we built one website for four businesses

MMACA is one company in west London that does four things: software development, IT consulting, information services, and a concierge service for private clients. When they came to us, their website ran all four together in one long list, and about one visitor in a hundred got in touch.

Our usual advice to a business in that position is to pick the service that earns the most, lead with it and give the rest less room. That works when the extra services are side projects. At MMACA they aren't. Each one is a registered activity with its own staff, and the concierge side brings in clients the software side would never meet.

The buyers are different as well. A finance director pricing an IT consultancy and a private client asking what concierge covers want opposite things, and on a shared page each of them reads half a sentence meant for the other and leaves. So we sorted the services instead of cutting them.

Each service now has its own page, named the way people ask for it, and the menu lists them in the order people ask. The concierge pages sit apart from the technology ones, one click from the top menu, so a private client never has to read about system integration. Every service page ends in its own enquiry form that already knows what the enquiry is about, and those pages now bring in about two thirds of all enquiries.

The writing had to suit both kinds of reader without sounding like two companies. The technology pages say what gets delivered and who delivers it. The concierge page says what gets arranged and what stays private. The vocabulary changes between them and the voice stays the same.

We connected the tracking before any ads went live. Google Ads covers the technology and consulting searches, Meta covers concierge, and each lead traces back to the campaign that brought it in. Between the first month and the sixth, the cost of a qualified lead fell by about a third.

Six months after launch, 2.8% of visitors get in touch, up from about 1%, and MMACA averages around 24 qualified enquiries a month. The site scores 93 out of 100 for performance on a phone, and visits from search have grown to roughly 1,900 a month.

Eva, MMACA: “Before working with Valten, one of our biggest challenges was explaining everything we do without making the business feel overly complicated. They understood that very quickly and built the website around the way our clients actually look for our services. The end result feels much clearer, more professional and much closer to how we want MMACA to be perceived.”