Two strategic websites. 1,000+ monthly visitors. National B2B and B2C reach.
MS Glass & Glasskote Australia is a specialist business operating in glass sales and coatings — a sector that serves two very different audiences. On one side: B2B buyers — commercial glaziers, industrial users, trade buyers sourcing specialist glass and coatings products at scale. On the other: B2C buyers — homeowners, designers, and end users looking for specific glass and coating solutions for their own projects.
The original digital footprint tried to serve both audiences through a single website. The result was predictable: messaging that didn’t fully land with either group, search terms that pulled in mixed-intent traffic, and a website architecture that wasn’t optimised for the buying journey of either audience.
The brief was unusual: rather than trying to make one website serve both audiences better, build two distinct websites — each laser-focused on its own audience — while sharing common technical infrastructure and brand foundations.
The work began with strategic separation. msglass.com.au was built and positioned for the B2B audience — commercial glaziers, trade buyers, industrial users. Architecture, content, search targeting, and conversion paths were all built around how trade buyers research and purchase.
glasskote.com was built and positioned for the B2C audience — homeowners, designers, end consumers. Different aesthetic, different language, different search intent. Visual emphasis, project inspiration, easy-to-understand product descriptions, and contact paths designed for consumer enquiries.
The two sites share underlying technical infrastructure — both run on managed hosting under continuous Site Security Management — but they target different keywords, present different content, and serve different conversion goals. SEO was built out simultaneously for both sites, coordinated so the two sites complement rather than compete.
Together, the two sites now drive more than 1,000 monthly visitors from across Australia — a mix of B2B trade buyers and B2C consumers, each finding the right site for their needs. Rankings have built up across hundreds of relevant keywords nationally.
Conversion has improved meaningfully. Trade enquiries arrive through msglass.com.au from buyers who’ve already self-identified as commercial — pre-qualified by virtue of which site they landed on. Consumer enquiries arrive through glasskote.com from people researching their own projects.
The partnership has continued for six-plus years. Both sites remain hosted, managed, and optimised by Digital Attraction. The original strategic decision to split into two coordinated sites rather than force one site to serve both audiences continues to pay off.
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