STANG Bádogos Kft. is a Hungarian sheet metal company with more than 25 years of experience. It does two very different things. It takes on roofing, insulation and facade projects for clients. It also runs a large production workshop that makes sheet metal parts for other businesses.
One website couldn’t speak clearly to both. So we built two: SB STANG for project clients and SB METAL for production. This case study shows how the copy for each one was shaped by who it’s for.
Key Takeaways
- One company, two audiences: project clients who need a reliable contractor and trade buyers who need precise parts.
- Two websites, two messages. SB STANG leads with experience and awards. SB METAL leads with the buyer’s problems and the machinery that solves them.
- The copy came first, built from a questionnaire and online meetings, with a review at every round.
- I wrote, designed and built both sites and look after them today.
The Client
STANG Bádogos Kft. is 100% Hungarian-owned and has worked in sheet metal for more than 25 years. Its work has won industry awards, including Roof of the Year awards in several categories and a world championship title in metal roofing.
The company has two sides:
- Projects: tinsmith work, metal roofing, flat-roof insulation and facade cladding, for anything from family homes to industrial buildings.
- Production: a workshop with close to 70 machines that bends, profiles and punches sheet metal to the millimeter, for contractors, manufacturers and private buyers.
The Challenge: Two Audiences, Two Questions
The two sides attract different people with different questions.
A project client is choosing a contractor. They ask: Can I trust this company with my roof or my building? Have they done work like this before? Will they look after me from start to finish?
A trade buyer is choosing a supplier. They ask: Will the parts be exactly the size I ordered? How fast can they deliver? Can they make something custom, not just standard sizes?
Putting both on one homepage would have meant two half-answers. Each visitor would have had to work out which part of the site was for them.
The Approach: Split the Message, Not the Brand
We kept one brand and gave each side its own website, with its own focus:
| SB STANG | SB METAL | |
|---|---|---|
| Focus | Custom services and client relationships | Production |
| Visitor | Homeowners, businesses and industrial clients | Roofers, contractors, manufacturers and private buyers |
| Main question | “Can I trust them with my project?” | “Will the parts be precise and on time?” |
| Lead proof | 25+ years, awards and press coverage | About 70 machines, millimeter-precise work and 1,000+ customers |
The copy for both came first, before any design. It was built from my questionnaire and online meetings with the client. Each round ended with a review, so the client checked and approved the words before the design started.
SB STANG: Copy for Project Clients
SB STANG’s visitors are planning a project that will last for years. They want reassurance before they want details.
The copy decisions:
- Say the services in the headline. The homepage opens with the three main services in plain words: tinsmith work, metal roofing and flat-roof insulation. A visitor knows straight away if they’re in the right place.
- Put experience in the first line. The intro says the company has done this work for more than 25 years, from family homes to industrial buildings.
- Let the awards do the talking. A dedicated section lists the Roof of the Year awards, the world championship title and other industry awards.
- Show outside proof. A “they wrote about us” section links to articles in trade magazines and business press.
- Explain what’s different, briefly. Four short points: experience and awards, its own workshop for fast and precise production, projects of every size and complete solutions from one company.
- One service, one page. Each service has its own page, so visitors can go straight to the work they need.
SB METAL: Copy for Trade Buyers
SB METAL’s visitors are professionals. They know exactly what can go wrong with a supplier. The copy starts there.
The copy decisions:
- Lead with the machinery. The headline promises premium sheet metal processing in one of the most complex machine parks in the country. For a trade buyer, the machines are the promise.
- Name the problems as questions. Right below the headline, three questions describe what goes wrong with other suppliers. Parts aren’t the right size, they have to be made again or the supplier can’t handle custom work.
- Say who it’s for. A “who we recommend it to” section names five groups. They range from tinsmiths, roofers and contractors to window manufacturers and private customers. Each one gets a line about what they need.
- Explain the process in 4 steps. Request or order, a detailed quote with exact sizes, materials and prices, production and delivery on a weekly nationwide route. A buyer knows what will happen before they ask.
- Use numbers as proof. About 70 machines, millimeter-precise custom work and the recommendation of more than 1,000 customers.
- Put a face on it. The owner, Ákos Stang, appears on the homepage, so buyers know who stands behind the work.
What Both Sites Share
Splitting the message didn’t mean starting from zero twice. Both sites share:
- The same brand, logo and “100% Hungarian-owned, 100% quality” line.
- The same company story, told with a different emphasis on each site.
- A clear call to action on every page: get in touch about a project on SB STANG, request a quote on SB METAL.
- The same platform. Both run on WordPress and Elementor, so the client can add pages and services as each side grows.
The Process
The two sites were separate projects. SB STANG went live in March 2026 and SB METAL in June 2026. I handled everything on both: copywriting, design, development and now ongoing maintenance.
For each site:
- The questionnaire. The client answered my questions about the business, its clients and what makes it different.
- Online meetings. We talked through the answers and filled in the gaps.
- Copy, then design, then development. Each stage ended with a review round before we moved on.
- Launch and maintenance. Both sites are now on my maintenance plan.
Here’s the full website design process, week by week.
The Result
The client got two websites that each speak to one audience, in that audience’s language. The client was happy with both sites.
Both sites are still new, so there are no numbers to share yet. If that changes, I’ll update this case study.
What Your Business Can Take From This
You may not need two websites. The lessons work on a single site too:
- Know who each page is for. If you have two very different audiences, give each one its own page or section, with its own headline.
- Answer the visitor’s main question first. Trust for project clients. Precision and delivery for trade buyers.
- Match the proof to the audience. Awards persuade project clients. Machines, numbers and process persuade professionals.
- Name the problems your clients already have. Questions like “Had to have parts made again?” make the right visitor feel understood.
- Say who it’s for. A short “who we work with” section helps the right people recognize themselves.
These ideas come straight from my guides on defining your ideal client and how to write website copy for a service business.
Your Next Step
Does your business speak to more than one kind of client? Tell me about your business and what you want your website to do. I’ll reply within 1 business day.
Tamas Pocs is a freelance web designer and WordPress developer based in Hungary. For 5+ years he has written, designed and built websites for service businesses (more than 50 so far) and looked after them once they’re live. See his work or connect on LinkedIn.
