Two customers, two funnels, one website
A garage door company serves two people who behave nothing alike. The first has a broken spring, a car trapped in the garage, and about four minutes of patience — they search on a phone, tap the first credible number, and book. The second is replacing a tired door on a 1990s Woodbury colonial, will browse styles for three weeks, and wants to see finishes, windows, R-values, and financing. Most garage door sites try to serve both with one homepage and convert neither. We split the site: an emergency track with price ranges, arrival windows, and a persistent call button, and an installation track built around a real photo gallery of doors you installed on Minnesota homes, a style selector, and a financing calculator. Same brand, two entirely different paths.