A website for a steel structures company
Fences, gates, stairs, carports and bespoke steel work. The customer buys with their eyes, so the site is built around finished projects rather than around a company description.
Industry: Steel structures and fencing, Lubusz region
In short
- Live: stalowybechta.pl
- Five product groups, each with its own entry point from Google
- A project gallery with location and building type
- Google Analytics 4 and Tag Manager wired up, site in Search Console
About the project
A maker of fences and steel structures in the Lubusz region. Panel and gabion fencing, gates with automation, balustrades, carports with EV charging and bespoke work. The buyer is a homeowner mid-build, a housing association, or a company that needs a canopy.
The challenge
Fences and balustrades get chosen from photographs. So finished projects needed plenty of room and honest captions, without turning the site into a gallery you cannot get a quote out of.
Goals
- Show finished work in a way that is actually browsable
- Describe each product group separately, for different queries
- Lead the visitor to a free quote
- Wire up measurement so it is clear what attracts people
Technical challenges
Projects with context
Every project names the building type and the region: detached house, listed tenement, office building. That answers the question the customer actually has, which is whether this company has done something like mine.
Five products, five entry points
Fencing, gates, stairs and balustrades, carports and canopies, bespoke structures. Each has its own copy, because people search for a sliding gate, not for steel structures.
Technical arguments in the customer's language
Hot-dip galvanising, powder coating and welding methods are described by what they give the customer, which is how many years the structure lasts before it rusts.
Solution and implementation
A site built around photographs
Finished projects lead, the offer is split into five groups, and the free quote call returns several times as you scroll.
Measurement wired up at launch
Google Analytics 4 and Tag Manager run from launch and the site is submitted to Search Console.
Results
Enquiries with substance
The customer arrives after looking at finished work and writes what they want built, instead of asking about the offer in general.
Visibility for specific products
Instead of one page about steel structures there are five entry points for different customer queries.
Takeaways
A portfolio is an argument, not decoration
In bespoke work, a photo captioned with where and for whom convinces more than a paragraph about experience.
Scope
- Website design and deployment
- SEO and AI-ready data
- Google Analytics 4
- Production deployment
Technologies
- Website
- SEO
- GA4
- VPS
Frequently asked questions
What matters most on this site?
The finished projects. In this trade the customer chooses from photographs, so the gallery got the most room.
Why name the building type on each project?
Because the customer wants to know whether the company has done something like their case, not how many jobs it has done in total.
Does the site have analytics?
Yes. Google Analytics 4 and Tag Manager are wired up and the site is in Search Console.
How does a customer request a quote?
By form or phone. The free quote call returns several times as you scroll the page.
How long did it take?
A week, including hosting and analytics.