SITOLDOS

Context

An installer of awnings, pergolas and shade structures working the Madrid metro area with an in-house team. The business turns on two things: showing up when someone searches “awnings” plus their neighbourhood, and getting the quote form filled in.

The sector is visually impoverished: supplier catalogues, low-resolution photos and sites that look like 2011. There was room to build something that didn’t.

Approach

• Editorial treatment over real work. A large serif headline over photography of the company’s own installations, not catalogue stock. The brand red is used as a punctual accent, never as a background.
• Quote form in the hero, visible without scrolling and next to the photo. In this business the conversion is asking for a price, so burying it three screens down makes no sense.
• Local SEO done properly: local business schema with service area, headings per product type, and separate pages per service rather than one long page.
• Custom theme with no parent and no page builder. No inheriting CSS from a commercial theme that updates on its own schedule. The design system lives in the repo.
• Protected branch with PR review — changes reach production when someone has looked at them, not when someone pushes.

What I built

• Bespoke WordPress theme, no parent, no builder
• In-house design system: editorial typography, palette and vertical rhythm
• Quote form embedded in the hero and on every service page
• Local SEO: JSON-LD schemas, sitemap and per-service structure
• Project gallery with optimised, lazily loaded imagery
• Continuous deployment to Hostinger with a protected branch and documented rollback

Outcome

Live on its own domain. The promotion was made from the temporary working subdomain, and a fresh staging environment was stood up so the client can keep reviewing changes without touching the live site.

A note on this work

Built at Xpandex, where I run the full cycle: design, development, performance, accessibility, technical SEO and deployment. Installation photography supplied by the client.