Invisible grills are a product people have to understand before they buy — so we built the site around explaining them.
+58%
Quote requests
Six months after relaunch
2:40
Average time on product pages
Was under a minute
12
Architect & designer enquiries
In the first six months
9
Documented installation stories
Real sites, real photography
Grillex manufactures invisible grills and custom metal fabrication for balconies and windows. The product sells on safety, child protection and an unobstructed view, but their old site showed photographs without explaining cable specification, load rating or installation — the things a cautious homeowner and a specifying architect both need. We rebuilt the site around product education and visual proof of real installations.
The gaps in Grillex's setup before the project started — and what they were costing.
Photographs of finished balconies do not answer the questions that decide the purchase: what the cable is made of, how much load it takes, whether a child can push through it, how it is anchored, what happens in coastal humidity. Visitors left to search those answers elsewhere.
This is a product bought by parents and pet owners after something frightened them. Without visible evidence of real installations and materials, an unfamiliar brand asking for a site visit is a hard sell.
Architects and interior designers make repeat decisions for whole projects, but the site offered them no specifications, finishes or drawings — so they had nothing to put in front of a client.
Each phase closed before the next one opened, so nothing was rebuilt twice.
We went through the sales team's call notes and pulled the questions asked before every order: strength, child safety, rust, view obstruction, maintenance and price basis. That list became the content plan rather than a generic services page.
Cable specification, coating, anchor detail, load behaviour, maintenance and where each variant fits — balcony, window, staircase, terrace. Written for a homeowner to trust and an architect to specify from.
Photography at completed sites, close-ups of the fixings and cable tension, and before-and-after frames from the inside showing how little the view changes. Proof beats claims in a safety category.
A modernised site with a quote request form that captures opening type and rough measurements, plus visual campaigns putting installation stories in front of homeowners, architects and interior designers.
Specification, safety behaviour, corrosion handling and maintenance are on the page, so the visitor's checklist is satisfied before they are asked for their phone number.
Real balconies, real fixings, real interior views. The photography does the trust-building that a claim on a banner cannot.
The form captures opening type, approximate size and location, so the team quotes or schedules a measurement instead of starting with twenty questions.
Every tool here was picked for a reason — speed, reporting, or one less manual step.
Client-editable product and installation content
New product and campaign pages without a developer
Custom quote-form handling and enquiry routing
Page layouts and campaign creative from one source
Installation photography and product visual editing
Installation stories targeted to homeowners and specifiers
Which product pages produce quote requests
Visibility for invisible grill searches
The part that matters: what the business could do afterwards that it could not do before.
Because the site handles specification and safety questions, the sales conversation starts at measurement and price rather than at 'what exactly is an invisible grill'.
Architects and interior designers began enquiring off the specification content — a smaller number of enquiries, but each one potentially covering a whole project rather than a single balcony.
Documented installations and honest specifications position Grillex against unbranded local fabricators, which is what supports the price rather than competing under it.
| Measure | Before | After |
|---|---|---|
| Quote requests | Baseline | +58% over six months |
| Time on product pages | Under 1 minute | About 2:40 |
| Architect / designer enquiries | Occasional, by referral | 12 in six months |
| Product information | Photos with captions | Full specification and safety detail |
“Customers used to call asking what invisible grills are. Now they call asking when we can come and measure.”
Rebuilt the website around product education — cable specification, safety behaviour, corrosion handling, maintenance and variant fit — shot real installations for proof, added a quote request form that captures opening type and size, and ran visual campaigns aimed at homeowners, architects and interior designers.
Invisible grills are a considered safety purchase. Spending on traffic to a page that does not answer strength, child-safety and rust questions mostly buys bounces. Fixing the page first made the same traffic worth more, and made the later campaigns cheaper per enquiry.
Specification-level content and documented installations give a specifier something they can put in front of their own client. That audience does not respond to consumer messaging, so the content was written to serve both readers on the same pages.
Yes. The method — pull the real objections from sales calls, answer them as product content, then prove it with documented installations — applies to any considered building or safety product. The specifications and proof are gathered fresh for each client.
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