Wired for two audiences
Lipapromet combines electrical-materials distribution with lighting design and engineering. Its website needed to support contractors looking for products and architects evaluating a project partner. We designed a WordPress website with distinct journeys for both, bringing product-led content and completed lighting projects into one publishing system. The commercial goal was to encourage repeat visits and turn interest into inquiries.
Two audience-specific journeys
Reusable product blocks
Lighting project portfolio
One website for architects and installers
An electrical contractor comes looking for product information and current offers. An architect needs to understand Lipapromet’s lighting capabilities and see completed work.
The homepage gives each audience its own entry point, so visitors can start with the side of the business relevant to their project. Both journeys remain under the Lipapromet brand.
A reason to come back next week
Repeat visits were part of the brief. Lipapromet wanted contractors checking new offers and reading useful product articles each week. Lighting content needed to introduce its expertise and generate project inquiries. That gave the website an ongoing editorial role, with fresh content leading visitors towards a conversation with the company.
Two business lines, one publishing system
The WordPress structure gives each business line dedicated content types, with reusable product records linked to brands. Electrical-materials pages can combine those products with related articles and project references. Editors can choose whether product blocks display pricing, with net prices calculated from the wholesale price and discount.
Color keeps the two journeys clear
Lighting uses dark backgrounds and large photographs of completed installations.
Electrical materials use a light layout focused on product information.
Shared components support both treatments, and brand pages follow the same division. The palette helps visitors recognize which side of Lipapromet they are exploring as they move through the site.
Decisions behind the build
Separate journeys under one brand
Both business lines share a homepage and navigation. Full-width menus give lighting services and electrical-material categories their own space, while the brand directory and project portfolio remain accessible from the same navigation.
Lighting as a service, not a product listing
Lighting pages connect service explanations with completed projects. References are organized by setting, including industrial buildings and sports facilities, so visitors can explore work relevant to the space they are planning.
An inquiry with useful context
Contact forms sit within the main service and materials pages. They collect company details and an inquiry category alongside the message, giving Lipapromet context for the conversation without making visitors leave the page to find contact information
Two audiences, two kinds of proof
The project portfolio gives lighting expertise a concrete setting, with credits for the investor and architect. Reference pages can also show products grouped by manufacturer, connecting the finished installation to the equipment behind it.
For trade customers, product cards provide SKU and brand information. Editors can add relevant articles and completed projects to electrical-materials pages, giving buyers practical detail alongside examples of where the products have been used.
