Solution
Split the traffic first, then hold three separate conversations
The home page does not try to sell anything. Its only job is to send the visitor the right way, which is why we put two calls to action side by side under the headline: search for a service for the homeowner, and a presentation for the company. The same split repeats in the navigation.
Selling begins only past that fork, separately in each of the three tracks.
Small company: no more invoices at night
With one or three trucks the owner is the driver, the dispatcher and the accounting department at the same time. The headline calls it software for drivers, and the promise addresses what this person does after hours: writing invoices in the evening and answering the phone on the road.
For an owner-driver what counts is simplicity and a system that runs without being managed.
Large company: less stress in the office, more jobs in the field
A company with a fleet has a completely different bottleneck. There is a dispatcher, the phone rings all day, and profitability depends on how the routes are arranged. The promise therefore is not about one person's comfort, but about replacing manual control with automation and about the number of jobs the fleet manages to complete.
The visuals follow the same distinction. The small company sees a cab and a single job, the large one sees an office, a fleet on the road and a treatment plant from above.
The same product, a different promise: automation instead of manual control, and more jobs completed.
The problem shown in a photo, not described in words
Two sections on both company subpages do not list features, they put two situations next to each other. In the section about phone calls, the left side carries text about calls from six in the morning until eleven at night, on Sundays and holidays, and the right side carries two photographs: a driver with two phones at his ear, and the same driver calmly looking at one screen.
The second section does the same with paperwork. A pile of documents in the cab against an app where the address, the gate code and the required hose length sit next to the job. This is the same material we described in the dispatcher panel as the digital customer file, only phrased as a benefit rather than a feature.
The promise delivered as the difference between two photographs of the same person.
The digital customer file described by what it gives the driver, not by how it works.
Customer: one sentence instead of a feature list
The third track leads to the homeowner, and that conversation looks nothing like the other two. The owner of a septic tank cares neither about fleets nor about invoices, only about not having to think about the tank at all. The subpage headline therefore sounds exactly the way that problem sounds when someone says it out loud.
For a homeowner the promise is not a feature, it is having one less thing to think about.
A diagram that explains the scale in one picture
Whenever a sales conversation reached the question of what this actually is, words stopped being enough. Tidly is not one application but seven parts working together, and that is hard to tell in an email. Hence the diagram: on the left what the customer gets, on the right what the company gets, and in the middle two ways of taking orders, the company's own shop and the marketplace.
Seven parts of the platform in one picture, instead of a paragraph nobody reads to the end.
Video shot at the tank, not in a studio
The last element is a two-minute video that shows the problem where it happens: at the tank, in winter, on a driveway. Filming and editing took six hours and were done entirely in-house.
This is the same mechanism as the driver photographs. The viewer is meant to recognise a situation before hearing what the system does about it.
Two minutes at a tank explain the platform better than a paragraph about automation.
