A joinery workshop in Serbia, twice as visible in Google.

RD Stolarija makes and installs PVC and aluminium windows, doors, sliding systems, pergolas and blinds - made to measure in its own workshop in Salakovac, fitted by its own crews, fifteen years in the trade. It sells to developers fitting whole residential buildings and to homeowners replacing a single window, and most of both arrive on a phone.

I redesigned the site and rebuilt the front end: 447 KB of legacy JavaScript replaced by 2 KB of vanilla, a WebP image pipeline, and every page shipped as complete HTML that works with JavaScript switched off. The URLs that already carried rankings did not move.

The SEO ran alongside it: a service architecture with nested product pages, a guide section answering what buyers actually ask, and a multi-step quote form that hands the workshop an itemised request instead of a number to call back.

Organic clicks from Google doubled, and the average position went from 22 to 11 - off page three and up to the top of page two, in a regional market where that is the difference between being found and not.