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, next to the photo and visible without scrolling on desktop. Two fields —postcode and type of space— that open WhatsApp with the first message already written. 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.

What I built

• Bespoke WordPress theme, no parent, no builder
• In-house design system: editorial typography, palette and vertical rhythm
• Hero quote form that composes the WhatsApp message, plus a full form on the contact page
• Local SEO: JSON-LD schemas, sitemap and per-service structure
• Project gallery with optimised, lazily loaded imagery

Outcome

Live on its own domain, with a two-field quote request on the first screen and a page per product type.

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.