The challenge
Hartwell ran two genuinely different businesses under one license: EPA-compliance-triggered asbestos and lead abatement, specified and bid out by general contractors months in advance, and insurance-claim-driven emergency mold and water-damage response, dispatched within hours through adjuster and property-manager referrals. Their single homepage split the difference — too slow and certification-heavy for someone mid-emergency, too urgency-framed for a GC evaluating a compliance bid against a spec sheet. Neither buyer saw themselves in the messaging, and the sales team was fielding calls that should have gone straight to the right team.
What we did
Split the site by buying motion, not by service category
Built two distinct entry paths from the homepage — one for GCs and consultants evaluating a scoped compliance bid, one for property managers and adjusters needing dispatch now — rather than one generic 'remediation services' page trying to serve both.
Built bid-pipeline content for the compliance side
Spec sheets, certifications, and past-project case studies addressing school AHERA re-inspection cycles and commercial NESHAP notification requirements — the material a GC actually needs to shortlist a vendor for a bid.
Won the emergency side on speed and local presence
Map-pack optimization, prominent after-hours contact, and paid local search targeting moment-of-crisis intent — a fundamentally different search behavior from a GC researching vendors weeks ahead of a bid deadline.
Formalized the adjuster and property-manager referral relationship as a channel
Built dedicated content and outreach supporting the insurance-claim referral relationships the emergency side had always run on informally, turning an unmanaged channel into one with measurable inbound volume.
The result
Qualified bid inquiries on the compliance side rose 187% over eight months, and bid win rate on GC-specified work improved 43% once proposals could point to spec-matched content instead of generic service copy. Emergency-dispatch call volume grew 134% as local-pack visibility and after-hours prominence caught more moment-of-crisis searches, while time to first response on insurance-claim work fell 19% as routing improved once the two motions had separate, correctly-triaged entry points.
“We were running two different companies out of one website and wondering why neither side converted well. Splitting them was obvious in hindsight and something we'd never have done ourselves.”