Case /02 · 2026
Stirnimann Boden
A floor layer with thirty years of proof and a website that hid all of it. The new positioning: the owner who lays the floor himself.
Given
Invisible for the search in his own village.
Daniel Stirnimann has laid floors in the Lucerne region since 1993. His gallery documented over 100 real projects, more proof than most competitors can show. Nobody found it.
- /aA free WordPress theme with the theme maker's advertising in the footer. No service pages, so invisible on Google, even for "Bodenleger Ballwil".
- /bNot a single call to action. A contact form that accepted empty submissions. An Impressum that answered 404.
- /cHis real advantage, the owner on every site himself, appeared nowhere on his own website.
Proof
The floor lays itself as you scroll. One idea, carried the whole way: a herringbone room dissolves into eight plank rows that lay themselves from the back wall toward the viewer. The choreography took three iterations, and the fix came from Daniel: lay from top to bottom, the way it is done on a real job.
/02
Why the call button comes first on every page
Daniel said it himself: he is glad when customers call instead of writing. So the primary button on every page is a call button, mail is the second option, with the honest line "Am schnellsten geht es am Telefon". A website that fits how the business already works.
The hero morphs the same room through all four floor types: the full service list as film.
Q.E.D.
- /01Three interchangeable words became three verifiable promises: you talk to the man who lays it, a date is a date, a clean site even during the work.
- /0283 real project photos curated, every service got its own findable page.
- /03The invisible base built: Impressum, Datenschutz, structured data, self-hosted fonts, sitemap.