THE DEFAULT POSITION
You don't build a website to say "we have material."
CED’s centralized digital infrastructure provides a standardized online presence across hundreds of independently operated locations. While this creates consistency at scale, it also means individual Profit Centers must communicate their market identity, supported work, and operational strengths beyond the default presentation.
Ok, but is anyone even looking at the Portal?
These clicks are a mix of:
- PMs
- purchasing agents
- contractors looking to switch suppliers
- out-of-town contractors
- guys that split off and started their own business
- prospective employees
- homeowners
HOMEOWNERS:
THE ELEPHANT AT THE COUNTER
Some PC’s embrace homeowner traffic, while others remain heavily contractor-focused.
The challenge is that the market often cannot distinguish between the two through standardized digital presentation alone.
The website cannot fully control the human experience.
But it can influence:
- expectation formation,
- customer composition,
- and the probability distribution of interactions at the counter
Ok, so what are you proposing?
“Work We Support” is not simply a list of industries.
It’s a market signal — communicating who the business is operationally aligned to support.
Positioning shapes not only who moves closer to the business, but who moves on.
Signal through Product Pages
A project manager, estimator, or plant engineer seeing these products will make an immediate mental match.
Signal through People
If you have a switchgear or lighting specialist with a decade plus of experience, contractors should know that when they visit your site.
THE OPPORTUNITY
