Case study · B2B service
How Universal Gas serves trade and domestic buyers from one rebuilt site
Universal Gas is an industrial gas supplier serving trade and domestic customers.
The challenge
Universal Gas sells the same physical product to two completely different buyers: trade accounts who order repeatedly on commercial terms, and domestic customers who buy occasionally and want simplicity. On top of that, quoting is genuinely complex — buyers need to request a conditional quote with several variables, which most forms handle badly.
What we built
- A dual-market architecture: trade and domestic routes split from the first screen, each with its own language, pricing logic and enquiry path
- A staged conditional-quote request form that breaks a complex quote into clear steps, so buyers can specify exactly what they need without being overwhelmed
- A brand refresh applied through the rebuild, so the supplier reads as established to trade and approachable to consumers
- Enquiry flows matched to buyer type, so commercial enquiries arrive with account context and domestic ones stay friction-free
The result
One build now serves both markets with deliberate routes rather than compromise. Trade and domestic enquiries are tracked separately, giving the team channel-level visibility it did not have before. Presented deliverable-led: no traffic metric is claimed for this engagement.
“Trade and domestic customers want opposite things, and our old site served neither. Web Hero split the routes from the first screen and refreshed the brand on the way through. Commercial enquiries now arrive with account context instead of a phone number and a guess.”
Chris Taylor, Commercial Director, Universal Gas
