This consulting firm website design gives Art Firm one landing page per industry it sells into, Healthcare, Hospitality, Multi-Family, Senior Living and Student Housing, instead of one page trying to speak to all five.
It is built as reusable Shopify theme sections, editable by the client, with no page-builder subscription behind it. It is live at artfirm.com.
A single generic page speaks to none of your buyers
A hotel project lead and a hospital project lead are looking for different things and typing different words. A single generic page speaks to neither.
That is the documented starting problem: a firm selling turnkey art consulting into five very different B2B verticals, needing a site that spoke each industry’s language, carried real authority, and captured qualified quote requests, without going back to a supplier for every text change.
The two options available at that point, with their documented trade-offs:
- A page-builder app: Shogun, PageFly or GemPages, in the range of $29 to $499 per month, recurring. The pages break if you stop paying, and the apps give no per-entity structured data and no bespoke reusable-section architecture.
- A web agency: a build of this scope is several thousand dollars, and it usually ends up not editable by the client, which turns every future text change into a ticket.
Both alternatives genuinely work. The cost is what they cost, and what they take away.
What was built
Five landing pages cost roughly what one costs, because they are assembled from the same parts.
The build is a reusable section system in the Shopify OS 2.0 theme, with three naming families: af- for generic sections, sh- for landing and service sections, JR- for the founder pages. The same section, editorial hero, “why partner”, quote form, FAQ, is instantiated on several pages with different content.
What exists on top of it:
- 5 industry landings built, Healthcare, Hospitality, Multi-Family, Senior Living, Student Housing. Each one carries its own hero, services, “why partner”, featured projects, process, FAQ and its own quote form
- 9 page groups assembled from the section library, including a founder page and a productised advisory-session page
- 7 native Shopify contact forms with a success state and B2B sector fields
- An editorial design system applied throughout: Playfair Display and Inter, gold accent
#cda048, ink#2d292a - CSS scoped per section, so two sections on the same page cannot collide
It is theme code, not an app, the same Shopify infrastructure engineering approach as a storefront build, pointed at a services firm.
Structured data that maintains itself
The structured data cannot go stale, because nobody maintains it separately.
Six sections emit FAQPage JSON-LD, and the markup is generated by walking the section’s own blocks, the same question and answer pairs the client edits in the customizer. Edit the FAQ and the schema updates in the same action. There is no second copy to forget.
What that buys, stated at its real ceiling: the pages become eligible for rich results. Eligibility is not placement, and Google decides placement. The value of doing it this way is not a promised ranking, it is that the eligibility survives every future edit by a non-technical client, which hand-maintained schema never does.
Forms that qualify before you answer
The filtering happens before the first reply, not during a discovery call.
Each of the seven quote forms asks for role, organization, property, brand, industry, location, budget and scope. A form that asks a hotel group’s project lead which property, which brand and what scope is a form a tyre-kicker does not finish, and one a serious buyer finishes gladly, because it signals the supplier knows how their projects work.
Behind them sits the trust layer B2B needs: a founder page for Juliana Roslin carrying her story, her certifications, EDAC, WBENC, NMSDC, her expertise areas, press and community work.
What it costs to run
There is no monthly fee and no app dependency. The site is theme code, so it keeps working whether or not anything is renewed.
Against $29 to $499 per month, recurring, for a page-builder app whose pages break when the payment stops.
The honest version of the comparison, since the source insists on it: page builders do build pages, and web agencies do build sites of this scope. The documented trade-offs are specific rather than dismissive, a recurring fee and breakage on cancellation in one case; cost and loss of client editability in the other. Owning the sections avoids both, and costs more up front than either.
Frequently asked questions
Why does a B2B consulting firm need a landing page per industry?
Because each industry searches with different words and evaluates on different criteria. A hospital project lead and a hotel project lead do not recognise themselves in the same page, so one generic page converts neither of them well.
What happens to my pages if I stop paying for the page builder?
The pages built by the app stop rendering. That is the documented trade-off of the $29–499/month app route, and it is the reason this site was built as theme sections the client owns outright.
Can I edit the site myself without going back to a developer?
Yes. Every section exposes its settings and blocks in the Shopify customizer, so texts, images and FAQ entries are edited by the client without code and without a support ticket.
What does FAQ structured data actually get you?
It makes the page eligible for rich results, Google still decides whether to show them. Building the JSON-LD from the section's own blocks means that eligibility survives every future edit, which hand-maintained markup usually does not.
One landing per buyer you actually have
The section system is what makes five landings cost roughly what one costs. It works for any firm selling the same service into different worlds.
List the sectors you sell to, one line each is enough to size it.