Case Study: VERGEMA – from a cluttered website to a measurable sales channel
Website redesign and platform relaunch for a cleaning company in Herne — with postcode availability check, custom quote configurator, and SEO-safe domain migration
VERGEMA has been providing commercial cleaning services across the Ruhr area and Bergisches Land since 2020. Their old website had grown organically over the years with no digital lead funnel, a cluttered structure, and no way to check service availability upfront. We rebuilt the entire web presence from scratch: a custom Next.js frontend, a Strapi CMS, a five-step quote configurator with price estimates, an upfront postcode check against 170 approved postal code prefixes, and a complete 301 redirect map for every URL path on the old domain so the local SEO visibility built since 2020 survives the DNS switch to vergema.de intact.
A website that hid the very thing visitors came for
vergema.de had grown through years of incremental additions. Content had piled up, navigation spanned multiple levels, and the actions that mattered most — requesting a quote, checking the service area — were buried deep. On mobile, most users dropped off before reaching the contact form. A heuristic analysis combined with Search Console data told a clear story: visitors arrived with one specific question ('Does VERGEMA cover my area?') and were met with a service gallery instead.
No funnel ,every lead arrived cold at the phone
The old vergema.de had no digital lead-generation process. There was no service-area check, quote configurator or price indication. Anyone looking to request a cleaning service eventually reached a phone number or a generic email address. This created two problems: the VERGEMA team had to manually qualify every enquiry Do we serve this location? Is the job size suitable? Which service does it fall under? At the same time, potential customers visiting in the evening or at weekends could easily drop out without taking the next step. A modern website could qualify these enquiries before the first personal interaction, making the process easier for both the customer and the sales team.
Five years of local SEO reputation on the line
A technical relaunch on an established domain is always a risk — but the risk is not in the timing of the DNS switch, it is in how URL structures are handled. VERGEMA is found through local keywords across the Ruhr area: 'Gebäudereinigung Herne', 'Unterhaltsreinigung Bochum'. That visibility had to come through the relaunch intact. Our strategy: we review every single URL path and create a 301 permanent redirect to a deterministic destination in the new structure. Google follows these redirects, transfers the ranking signals directly to the new URL, and does not need to re-evaluate the page. The SEO protection sits in the redirect map — not in the timing.
How we approached the relaunch — from market research to SEO-safe go-live
Market research & user personas
Before a single line of code was written, our designer conducted market research to understand who actually lands on a cleaning company's website — property managers, SME owners, private clients with specific needs. We turned these into personas and translated their first question ('Do you cover my area?') into the central funnel element.
Heuristic audit & UX strategy
We analysed the weaknesses of the existing site using a Nielsen heuristic audit — covering visibility, consistency, and error prevention. The result was a UX strategy built around a simplified information architecture, clearly prioritised calls to action, and mobile-first navigation.
Wireframes & design system
Wireframes for every key page came first, followed by the full UI system: Montserrat as the typeface, gold (#FFBF00) as the CTA colour, and a dedicated trust section with certifications, project stats, and a service area map. Design tokens were translated directly into Tailwind v4 and a Strapi design layer — editors can update text and images without touching the design system.
Architecture & platform build
The new system is a Turborepo monorepo with two apps: a Next.js 15 frontend (App Router, React 19) and a Strapi 5 CMS. We use a two-mode rendering approach — staging runs as an ISR container for instant editor previews, production delivers static HTML through Nginx. Pricing rules are baked from Strapi at build time so the quote configurator can show price estimates without any server round-trips.
ZIP Funnel & Quote Configurator — The Funnel That Didn't Exist Before
Instead of a traditional contact form, we developed a custom five-step quote configurator that can be started from three points across the website: the ZIP search in the hero, the “Request a Quote” section on the homepage, or the contact page. For users entering through the ZIP search, the system first checks whether VERGEMA serves their area. The funnel then guides users step by step from customer type and service through property details and cleaning frequency to a price estimate and contact request. Where a specific calculation is possible, users see a price range before entering their contact details. This creates better-qualified enquiries even outside business hours.
SEO-safe domain migration & go-live
SEO safety in a domain migration does not come from timing — it comes from the 301 redirect map. Before the switch, we review every URL path on the old domain and define a deterministic destination in the new structure. Google follows these 301 permanent redirects, transfers the ranking signals directly to the new URLs, and does not need to re-evaluate pages. The new platform is built and verified on testing.vergema.de, shielded from crawlers with noindex and basic auth. Once the redirect map is complete, the DNS switches to vergema.de. A Search Console property change and sitemap resubmission are both part of the go-live runbook.
The central idea: open the funnel with a single question
The Quote Funnel as a Flexible Entry Point
The designer’s idea was to turn the question “Do you serve my location?” into a natural starting point for the quote journey. Instead of forcing every visitor through the same path, we created one five-step quote configurator that can be accessed from three different points: the ZIP search in the homepage or service-page hero, the “Request a Quote” section on the homepage, and the contact page. When users start with the ZIP search, their postcode is checked against VERGEMA’s service areas and carried into the configurator. From there, the same journey guides them through customer type, service, property details, cleaning frequency, price indication and contact details. This creates a consistent experience across the website while giving users a clear and flexible path to request a quote.
From Existing Website to a New Design Direction
We started by analysing VERGEMA’s existing website and researching relevant competitors. This helped us develop a clear branding and design strategy that would differentiate VERGEMA from the typical look of the cleaning industry. Through moodboards and different visual directions, we defined the typography, colours, imagery and overall visual language. The final website focused on mobile-first UX, clear information architecture and a modern, engaging design that makes services easier to understand and navigate.
Protecting reputation rather than risking it
SEO protection does not come from timing — it comes from the 301 redirect map. We review every single path on the old domain and create a 301 permanent redirect to its corresponding destination in the new structure. Google follows these redirects and transfers the accumulated ranking signals directly. Pages do not need to be re-evaluated; the index status moves with the URLs. The new platform is built and verified on testing.vergema.de, shielded from crawlers with noindex and basic auth. Once the redirect map is complete, the DNS switches to vergema.de.
A Scalable Platform Built for Performance
We rebuilt VERGEMA on a modern Next.js and Strapi platform, giving the team more control over content, pricing and service areas. The design system is built with Tailwind, while automated testing and accessibility checks help maintain quality as the platform evolves. The migration was also planned around existing SEO value. Every old URL was mapped to its new destination with 301 redirects, while production uses static HTML delivery through Nginx for fast, efficient performance.
What's included
- Next.js 15 + React 19
- Strapi 5 headless CMS
- Tailwind-based design system
- Automated testing and accessibility checks
- Complete 301 redirect map
- Static HTML delivery through Nginx
- Automated builds and dependency updates
A Digital Funnel That Turns Visitors into Qualified Leads
The biggest change was moving from a phone-first enquiry process to a complete digital quote journey. Users can enter the funnel from three points across the website, check service availability, select their requirements and receive a price indication where possible before sharing their contact details. The five-step configurator captures structured information and qualifies enquiries automatically, giving the VERGEMA team better context for every sales conversation and allowing customers to request a quote 24/7.
What changed:
- Three entry points into one quote journey
- ZIP-code service-area check
- Five-step quote configurator
- Dynamic service and requirement selection
- Price indication before contact
- Built-in validation and spam protection
- 24/7 digital lead capture
Book a call
Planning a similar relaunch or a new digital platform? Book a 30-minute slot -we'll look at your situation together and give you an initial scope estimate.
Frequently asked questions about practice websites from HomeIT-System
How long does a project take from briefing to launch?
Typically 5 to 6 weeks. That includes 1–2 kick-off calls, 2–3 design rounds and the final sign-off. For larger scopes (e.g. deeper PVS integration) it can take longer — we commit to a realistic date before you sign.
Who writes the copy and provides the images?
Copy is a joint effort: you provide the professional input (services, specialities, practice philosophy), we turn it into web-ready text. Practice photography is optional via our in-house photographer — alternatively we use existing photos or professional stock images.
How many review rounds should we expect?
1–2 kick-off calls to align on goals, 2–3 design rounds, then sign-off and launch. We deliberately keep the overhead low — your time belongs in the practice, not in long meetings.
Can you integrate with our PVS (practice management system)?
If your system offers an open interface (REST API, FHIR, etc.): yes. We are full-stack software engineers, not just web designers — integrations are our day job. We are a certified tomedo® partner; systems like MEDISTAR or t2med are also integrable as long as they expose open APIs.
Online appointment booking — what do you recommend?
cal.com as a self-hosted solution on your own server — GDPR-compliant, no third-party tracking, no monthly licence fees like Doctolib or samedi. You keep full control over patient data and appointments.
Online prescription ordering and other forms — how does this work without PVS access?
We build a GDPR-compliant form application that runs on your own server. Incoming submissions reach you encrypted — as an email to the practice, as an entry in a protected area, or directly in your PVS if an interface exists. Every type of form is possible: anamnesis, appointment request, prescription ordering with barcode scan, contact.
Domain, hosting and email — do you handle those too?
Yes. We migrate existing domains without any loss of service. Hosting runs on redundant German servers — GDPR-compliant with monitoring. Email mailboxes are set up with a German, GDPR-compliant provider on request.
Can we maintain the content ourselves?
Yes. Your site runs on a modern CMS (Strapi) that you edit via a secure login — text, images, new pages, opening hours. If you would rather not, we take care of it. Both paths work, also in parallel.
What is included in the monthly maintenance?
Server hosting on redundant German infrastructure, 24/7 uptime monitoring, software updates (security patches and framework updates), legally compliant imprint and privacy policy via rechte24, cookie consent management via rechte24, domain renewal and SSL certificates. You don't have to look after any of it.
How do we reach you?
Monday to Friday from 9 a.m. to 4 p.m., by phone and email. For practices with special requirements (extended service hours, weekend on-call) we agree individual service levels — just ask.
Is the site GDPR-compliant and accessible (BFSG)?
Yes, both. GDPR: German servers, no US tracking, no data sharing with third parties without consent. BFSG (German Accessibility Reinforcement Act, mandatory from June 2025): WCAG-compliant implementation, screen-reader ready, sufficient contrast, keyboard navigation. Cookies, imprint and privacy policy are managed via rechte24 and updated automatically when laws change.
What does a practice website cost with you?
We deliberately don't publish a flat rate, because every practice has different requirements. What we commit to: a transparent fixed-price offer after the kick-off call. For context: industry overviews typically quote 4,000 to 8,000 euro for practice websites with modern functionality, up to 20,000 euro for complex builds. A practice website is fully tax-deductible as a business expense.
Will Google find us? How long does it take?
Realistic expectation: noticeably more clicks after 2 to 5 months — Google needs time to index and evaluate new pages. We actively manage: Google Business Profile with address, opening hours and reviews; Schema.org markup for the Local Pack entry in the map box of local searches; competitor research on local search terms; technical SEO with fast load times, mobile-optimised and clean markup.
