Riabito.

The context

Home renovation is a crowded market where a lot of firms play the whole game on price: low cost is everywhere, and companies that work well risk being compared with companies that work cheaply. Riabito chose the opposite road — mid-to-high-end clients, highly qualified staff — and the communication had to say so before the quote did.

What we do

A complete rebuild of the website, under way right now, built around the positioning: speaking to people who are looking for quality and reliability, not the lowest price. With two specific choices: staking out pergola installation — the speciality that sets Riabito apart from general renovation firms — and telling the story of the qualified people who do the work, because in construction trust goes to whoever walks into your home.

Why it matters

Because positioning means giving something up: saying “mid-to-high end” means accepting that you will not appeal to people who only want to save. It is the hardest choice to get a company to make — and the one that pays best, because it stops you being compared with firms playing a different game.