Case study
A product without a catalogue, an enquiry without back and forth.
LED mirrors are made to measure: every dimension, three kinds of glass, three light temperatures, four ways of switching on. A conventional catalogue does not exist here.
Level 3Authority / Product SEO
The job
Every enquiry starts from zero.
When every piece is different, a website has nothing to put in a basket. Before the site, every enquiry began with the same run of questions: what size, what glass, what light, how is it switched on.
The job was to let the visitor answer those themselves, before getting in touch, and to have the choice arrive together with the enquiry.
Architecture
A choice instead of a catalogue.
The site does not show products but options, and walks through them in the order a buyer actually decides.
The „Build your mirror“ configurator
Glass, light colour, switching method and measurements. The choice is sent with the enquiry, so a quote can go out without a single round of messages.
A page per decision, not per product
Types of glass, light colours, switching methods, dimensions. Each answers one question that would otherwise arrive by phone.
A blog for pre-purchase questions
How a mirror is mounted, why it fogs up, which light suits a bathroom. Those are queries from people who do not yet know they need this particular maker.
Decisions
Three decisions, one of them uncomfortable.
- The configurator qualifies rather than impressesIt was not built to look modern but to make the enquiry arrive complete. Success is not how many people open it, but how many enquiries no longer need follow-up questions.
- Deliberately no price list, with the reason statedThe price depends on size and fittings, so a table would be inaccurate. Rather than staying silent about it, the site says why there is no price list.
- Educational sections instead of product descriptionsThe difference between glass types and light temperatures catches queries from people still choosing, and at the same time takes questions off the sales desk.
Result
What was actually measured.
The figures come from that site's Google Search Console. None is an estimate and none is rounded up.
30
Clicks from search
455
Impressions in search
6.76
Average position
Period: July 28, 2026 to August 25, 2026. Search Console export: August 27, 2026.
This site went live just before the measurement: the first impression in search was recorded on 31 July 2026. There are therefore no growth figures here, and there will not be until enough time has passed. What can be seen is that the site is indexed and that search is starting to find it; anything beyond that would today be an estimate rather than data.
Search Console measures search, not business. These numbers say how many people see the site and how many click, but not how many enquiries turned into work. That figure sits with the client and is not here, because any estimate of mine would be an invented number.
What next
Measure first, conclude later.
The next step is simple and unglamorous: let the site run, then compare what changed after a long enough period. Alongside that, measure how many enquiries arrive through the configurator compared with plain ones, because that is the only number that really says whether the key decision works.
Next step
Your site, the same approach.
Send the address of your current site, or say there isn't one. I return a recorded walkthrough and a list of what you would actually need, with no obligation.