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Custom Joinery & RenovationNext.js website developmentSydney, Australia

Craft quality, matched by the digital presence

A premium joinery firm on a template-bound Wix site, rebuilt in Next.js on ninety-six sections of information architecture mapped before a line of design.

96Sections mappedacross 22 pages, before design
6Competitors scoredinto threat tiers
9Integrations at launchanalytics, maps, social, booking
2Buyer personaswith objection handling built in
EngagementFour research phases, then build
Period2025
ScopeNext.js development · Website design · Information architecture · Local SEO · Integrations
The short version

Urban Precision builds bespoke cabinetry, custom kitchens and whole-room renovations at a premium tier — on a template-bound Wix site that undermined the positioning. Four documented research phases came before any design: business goal research, ICP and persona definition, a scored competitor analysis, and an information architecture of ninety-six sections across twenty-two pages, delivered as an execution-level CSV.

The problem01 / 04

A premium business presenting itself on a template

The work was premium; the site was not. A template-bound Wix build left three things missing at once: insufficient social proof, no SEO architecture, and no owned platform on which a prospect could evaluate, trust or convert.

For a boutique firm competing on craft, a site that looks like everyone else’s is not a neutral starting point — it actively argues against the price.

The research02 / 04

Four documented phases before anything was designed

Business goal research audited the existing site and the competitive landscape. Two buyer personas were defined with their objections written down. Six competitors were scored into threat tiers, which is where the uncontested opening appeared: nobody in that market was addressing trade partners.

The information architecture that came out of it — ninety-six sections across twenty-two pages — was handed over as a strategy document and an execution-level CSV, so it could be built against rather than interpreted.

  • Hub-and-spoke service architectureServices structured so each one has its own depth without fragmenting the site into unrelated pages.
  • A first-mover trade partners routeA B2B pathway none of the six scored competitors had built, found by scoring them rather than guessing.
  • Structured local SEOA /projects/[service]-[suburb]/ URL pattern, so local intent has a real page to land on instead of a filtered view.
The build03 / 04

Custom Next.js, because the template was the constraint

The site was rebuilt as a custom Next.js application, which is what gave back full SEO control, performance headroom and the design freedom to express a premium brand rather than approximate one.

Nine integrations went live with it — analytics and search console, tag management, business profile and maps, social, pixel, booking and file upload — alongside a scalable CMS model for projects, blog and testimonials, and a single structured conversion path.

An execution-level information architecture compounds with use rather than ageing. That is the asset here, more than any individual page.
Where it stands04 / 04

Live, generating qualified local enquiries — and too early for a traffic claim

The site launched, runs smoothly and is generating qualified local enquiries, and the engagement has moved into active growth and optimisation.

No traffic, ranking or conversion-rate figures are asserted here. The build is early in its lifecycle, and numbers quoted this soon after launch are noise dressed up as evidence.

What this engagement proves(03)
  1. 01

    Research is what finds the uncontested position

    The trade partners pathway was not a creative idea. It fell out of scoring six competitors and noticing that none of them had one.

  2. 02

    The template was the ceiling

    SEO control, performance and premium expression were all capped by the platform. Rebuilding in Next.js was the change that unlocked all three at once.

  3. 03

    Say when it is too early to claim a result

    The honest version of an early-lifecycle case study reports what was built and what is live, and leaves the performance claims until there is performance to report.

Ninety-six sections across twenty-two pages, nine integrations, a first-mover B2B route and a custom Next.js build — a premium positioning now defended by structure rather than asserted by adjectives.

Next case studyThe owned home for a rented audience.Podcast & Media · Canada · US · UK · Australia
Hari Prasad Yarragolla

Recognise anyof this?

Prefer email? Write to yarragollahari@gmail.com directly.

Let’s talk.

Tell me what you are building — a storefront, a site, an internal tool, or the systems and agents behind them. I will tell you what I would build first.

  • Quick response.You will hear back from me — not an account manager reading a script.
  • A sitemap and a mockup.You see the real structure and design of what you are commissioning, before any money changes hands.
  • Clear next steps.A scope, an order of work, and an honest view of what it is worth — including if the answer is that you do not need a rebuild.
Hari Prasad Yarragollayarragollahari@gmail.com+91 83418 86288
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