Holzbau Wolff: Build it yourself or have it built
Two clear starting points for different customer needs: build it yourself or have it built.
The result in one sentence
A broad craft offering translated into two clear paths and built into a complete digital brand.
Concept, Positioning, Branding, Logo, Information Architecture, UX/UI Design, UX Writing, Image Concept and Website Implementation
Marcus Wolff
Marcus has decades of craft experience and can build an extraordinary range of things, but that knowledge had not yet been translated into a simple digital offer.
Deep experience, many services
Circus wagons, tiny houses, saunas, sheet-metal work, timber work, restoration and workshops are all part of his offering.
A personal connection
Marcus approached me through the family network and wanted support with branding and his website.
A complete digital presence
Logo, positioning, structure, copy, design, imagery and implementation were all developed from scratch.
The challenge was not to give Marcus more services, but to explain his enormous expertise in a way outsiders could understand immediately.
Translate expert knowledge
Marcus thinks in materials, construction and solutions. Website visitors first think about their goal and how to get there.
Not a service catalogue
Simply listing everything he can do would have hidden what makes the offer special rather than explaining it.
Two very different needs
Some customers want to learn and build themselves. Others want to commission a finished one-off piece.
The entire information architecture is built around one simple decision: do you want to build it yourself, or should Marcus build it for you?
Two paths as the entry point
Build it yourself and have it built structure the offer from the customer perspective rather than by craft discipline.
Marcus as part of the brand
His experience, personality and craft philosophy are visibly central because that is exactly what distinguishes the service from standardised offers.
Broad expertise, clearly grouped
Circus wagons, tiny houses, sauna trailers and bespoke builds remain visible without overloading the navigation.
One coherent brand
Logo, branding, copy, design, image selection and website were developed as one connected presence.
The website is live and has already generated enquiries. There is not yet enough data for robust conversion metrics.
Delivered in roughly one to two weeks
From listening and structuring the offer to the finished website.
First enquiries through the website
Marcus has already received contacts through the new site, although the exact number is not documented.
A clear digital entry point
Visitors can now quickly understand what Marcus builds, what they can learn from him and which route fits their needs.
What I take away from it
Listening and structuring
Conversations with Marcus helped me organise his services around different customer needs.
Structure follows customer decisions
The strongest navigation was not a list of services, but the question of whether someone wants to build themselves or have it built.
Personality is an advantage
With bespoke craft, people do not only buy an outcome. They also buy trust in the person who builds it.
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