Take a look at the websites of 2 similar categories at different stages of maturity:
1. The General Home Services category and
2. A sub-segment of this category ‘Cleaning’
The first is much more mature in terms of marketing communication. Its’ websites project a much more professional and corporate image.
The second is less professional and looks like it is a “small” business, which it is compared to the larger Head Office Marketing driven Franchise!