Websiteredesign & merkidentiteit voor Lighthouses

Lighthouses: a digital presence as well built as the terrace covers

Lighthouses is a Belgian specialist in terrasoverkappingen, carports, glasschuiframen and zonwering. The company is led by Kris Lauwers, who has been active in the world of terrace covers since 2001. His approach is deeply personal: he is present on every build site, from the first conversation to the final installation.

The challenge

The digital presence did not match the craft. The website was outdated, there was no brand consistency, no SEO strategy, and no way to track or convert online leads. For a company that earns trust through quality and personal service, the website was actively working against them. The goal: build a digital presence as reliable and well crafted as the terrace covers themselves.

Brand identity from scratch

Lighthouses had no visual identity. We created a compact brand system: logo, colour palette, typography and application guidelines, all designed to communicate craftsmanship and premium positioning. The brand was applied consistently across the website, email signatures, business cards with a QR code to Google Reviews, and custom team polo shirts.

Full website redesign in Next.js

We rebuilt the entire site in Next.js with dedicated pages for every service category: terrasoverkappingen, carports, glasschuiframen, zonwering, vliegenramen op maat, montage, and onderhoud en herstellingen.

The homepage was structured around a clear value proposition, a product category overview, a transparent 6-step process from first call to aftercare, and trust signals. Each service page targets specific local search terms and is designed to convert visitors into qualified leads. A realisaties page showcases completed projects, and the contact page features an optimised form with automated email follow-up.

Conversion optimisation: 20+ improvements

After the initial build, we ran a systematic CRO review that resulted in over 20 actionable improvements. Many were implemented in the same sprint:

Sticky phone CTA on desktop and mobile, one tap to call Kris directly

Sticky navigation on scroll, always accessible

Floating WhatsApp button, instant messaging for quick questions

Contact form validation with inline feedback and submission confirmation

Hero image optimisation, an LCP fix with fetchpriority and preload hints

Static Google Maps with click-to-load for faster page performance

FAQ section with an ARIA-accessible accordion

Skip-to-content link and improved image alt text for accessibility

Auto-advancing hero slider replaced with a static image for WCAG compliance

SEO foundation

We conducted keyword research covering the full product range, with a focus on long-tail local queries like "terrasoverkapping op maat Lier" and "glasschuiframen plaatsen". Every page received optimised metatitles and descriptions. JSON-LD structured data (LocalBusiness and FAQPage) was prepared to improve rich results in search. Location landing pages for Antwerpen, Gent and Mechelen were planned to expand geographic reach.

Analytics and tracking

GA4 was set up with conversion tracking from day one. Google Business Profile optimisation was initiated to capture local search visibility and drive reviews. Business cards with a QR code linking to Google Reviews were designed to accelerate social proof collection.

The result

From word-of-mouth craftsman to a conversion-ready digital presence. A complete brand kit, more than seven service pages built to rank, over twenty conversion improvements, and tracking in place from the first sprint.