Buitengewoon B.V.
Buitengewoon B.V. specializes in the installation, repair, and maintenance of asphalt and other solutions for outdoor areas. They focus on sustainable, practical outdoor solutions, particularly for the corporate market.
The brief
Buitengewoon B.V. offers a wide range of solutions for outdoor spaces. However, the website was still too focused on general information and was not sufficiently tailored to the business audience they specifically wanted to attract. After several years of SEO work, a strategic session in early January led to a clear reevaluation of the direction. Together with Buitengewoon, it was determined that the website not only needed to be easier to find, but above all, it needed to attract and convince the right visitors.
The challenge
The challenge wasn’t about visibility, but about better aligning the website with Buitengewoon’s commercial goals. The content was too broad, causing business and private target audiences to overlap. In addition, there was no consistent structure, and the brand identity wasn’t consistently applied across the site.
That’s why we went back to the brand’s fundamentals together. First, we refined the branding: tone of voice, USPs, and approach were redefined and consistently applied to the website. The result was a website that still didn’t fully align with the desired target audience and commercial focus, meaning it attracted traffic but not always the right type of visitors.
Our approach
Content repositioning
All pages have been rewritten or refined with a clear focus on business clients. Whereas the content previously appealed to a broad audience, we made a conscious decision to remove the consumer-oriented approach or adapt it to B2B-relevant messaging. As a result, each page now speaks more directly to the decision-makers Buitengewoon aims to reach.
Consistent page structure
The entire website has been redesigned with a uniform layout for each page. Maintaining a consistent structure creates a sense of calm and familiarity for visitors. This makes it easier to quickly understand what Buitengewoon does and how its services are organized, which greatly improves the user experience.
In-depth information via FAQs
Frequently asked questions have been added to key pages to provide additional depth. This not only helps with SEO, but—more importantly—allows us to address potential customers’ concerns early on and better explain more complex services without requiring visitors to search for the information.
Stronger visual support
We have added new and more relevant visual content that better reflects Buitengewoon’s day-to-day operations. This not only explains our services more clearly in text but also reinforces them visually, which helps build trust and brand recognition.
Tone of voice and brand consistency
The tone of voice has been refined and consistently applied throughout. In addition, we have decided to use “Buitengewoon” exclusively instead of “Buitengewoon BV.” This creates a stronger and more consistent brand image, with a tone that is professional yet remains approachable.
Strengthening brand identity
The “About Us” page has been expanded and refined with sharper USPs and a clearer explanation of our approach. This not only highlights our services but also the story behind the brand, which helps build trust and strengthen our market positioning.
The result
Within three months of implementing the optimizations, we saw clear improvements in user behavior and performance. In concrete terms, this means that visitors are staying longer, exploring more pages, and finding what they’re looking for more easily. The website is not only attracting more traffic, but also more relevant and higher-quality traffic.
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