BB Fliesen - Case Study

The loss of the code eliminated the possibility of a classic migration. We had to identify the visual structure, content and important elements from the remaining materials, then reconstruct them into a new architecture. In parallel, the company needed the clear presentation of renovations, tiles, natural stone and full services.

The first step was to separate mandatory requirements from ideas that could be added later. We mapped the audience, important actions, content types, languages, data requirements, and administration model. This analysis prevented the creation of an attractive page that would be difficult to extend. It also clarified what should remain public for indexing, what belongs in a private flow, and what information should be stored in the CRM or administration panel.

The first stage looked for fidelity to the identity known to the customer. The second phase introduced improvements: responsiveness, navigation, CTAs, forms, service pages and measurement infrastructure. For the campaigns we created angebot.bb-fliesen.de, a pre-landing focused on requesting an offer in Berlin.

The strategy followed a simple order: users first understand where they are, then what they receive, why the solution is relevant, and what to do next. Trust elements were placed close to the decision instead of being hidden on a secondary page. Detailed information received its own level in the hierarchy, keeping the first screen focused while remaining available to people who compare offers carefully.

The main website organizes services, projects, process and contact. Pre-landing reduces the structure to message, benefits, proof and request for offer. Separation allows brand traffic and advertising traffic to receive different levels of information while maintaining the same identity.

Information architecture has been validated through trails, not just through a list of pages. I've been watching what happens if the visitor goes straight from Google to an inside page, comes back from his cell phone, or ends up in an ad with a precise intention. Each route maintains access to context, offer and contact without forcing the user to manually return to the main page.

At the technical level, we paid attention to intermediate states: loading, error, confirmation, empty results, and returning to an unfinished flow. These situations are common in real use even though they rarely appear in static mockups. Messages and controls were designed so users understand what happened and can continue without immediate support.

Content was treated as part of the product. Headings explain the decision at hand, paragraphs use concrete examples, and buttons clearly name the action. We avoided generic wording that promises a great deal without explaining the deliverable. In a case study, this clarity is as important as the technology because it shows what was implemented and why the solution fits the project's audience.

On the main site, the user can study the services and projects before contact. On prelanding, the route is shorter: offer, local context, phone and form. Leads are tracked through CRM and tracking so that source and quality can be analyzed.

The conversion route was designed around intent, not a single button. Early people need explanations and examples, while determined visitors seek price, contact or direct action. The page keeps both variants, but sets a clear visual priority. Secondary actions do not compete with the main action and contact remains accessible without aggressive windows.

The forms only require the data required for the relevant stage. An initial application should not be converted into a long questionnaire and an order should not be left without the information the team needs to reply to. Confirmation explains the next step and estimated time. This continuity reduces repeated messages and sends that the process is administered, not improvised after sending the form.

The rebuilt design keeps the premium feel on the mobile without hiding the important actions. Headlines, images, and CTAs change proportions, and menu and forms are streamlined for narrow screens.

On mobile, the order of content has been revised separately. I didn't just shrink the desktop version. Titles, images, buttons, lists and spaces have been reorganized for one-handed reading. Interactive areas have stable dimensions, the text is not hidden in rigid containers, and long sections retain visible landmarks. For individuals using keyboard or assistive technology, labels, hierarchy of titles and focus states retain the meaning of actions.

The service pages explicitly describe bathroom renovation, tiling, full renovation and the Berlin area. Pre-landing has a clear commercial purpose and controlled links. Canonicals and metadata must differentiate the main domain from the offering subdomain.

The search optimization starts with a structure that the user can understand. Each important page has a main subject, descriptive title, description and links to the pages that complement the intention. The images have stable dimensions and descriptive alternative texts, and the addresses of the pages are kept simple. Canonical, sitemap and rules for crawlers support the same architecture and avoid indexing technical states, filters or private pages.

Internal links are used editorially: they explain the relationship between the project and the services that made it possible. External links send to the public product and verified sources, allowing the reader to compare the description with the actual implementation. We don't use an artificial list of keywords. The context, correct names and verifiable information are more useful for both humans and search engines.

Campaigns and forms are evaluated by requests, calls and progress in CRM. Tracking allows comparison of sources and messages. In the case study we avoid automatic attribution of all website results; proper reporting separates traffic, lead and confirmed customer.

Measurement is defined before reporting. Visits, scrolls and clicks are user indicators, but they are not automatically a business result. For each project, actions that have value are tracked: requests, calls, orders, access to a function or return. Events are consistently referred to so that data can be compared between pages and periods without different manual interpretations from one relation to another.

The new technical base can be maintained and extended, unlike the initial situation without code. Service pages, projects and pre-landings can be updated separately, and materials are organized for backup and continuity.

The launch does not complete the project. It is necessary to check forms, update information, monitor errors, review dependencies and regularly control indexed pages. The roles and rights of access limit accidental changes and safety copies and history of changes reduce operational risk. A modular structure allows expansion without affecting routes that already operate.

The most important conclusion is that a digital product should not be assessed as a collection of screens. Its value lies in the connection between the message, interaction, data, and the process that follows contact. For BB Fliesen, this link was built from the specific needs of the segment Berlin and Brandenburg owners planning renovationswithout forcing the project into a universal structure.

The second conclusion is that visible simplicity requires work in architecture. For a user to see few clear choices, the system must manage pages, states, roles, content and measurement correctly. This complexity must not be transferred to the interface. It is organised behind and progressively revealed only when it becomes relevant.