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London Website Design Case Study
London Website Design Case Study
How Pink Frog Studio designed and built a high-performance, SEO-optimised website for Danmac Surfacing - professional tarmac contractors serving London and Surrey.
A complete website build focusing on speed, local SEO with 450+ location pages, and converting visitors into customers across the South East.
London & Surrey, UK
95-99
Performance
100
Accessibility
100
Best Practices
100
SEO
The Challenge
An Established Surfacing Business Needed a Website That Works Harder
Danmac Surfacing has been serving customers across London and Surrey for over 35 years, building an excellent reputation for tarmac driveways, road surfacing, and commercial projects. But they needed a website that would compete in the modern digital landscape.
The team needed a website that would:
- Rank well for local searches like "tarmac contractors London"
- Cover their entire service area with location-specific pages
- Load quickly on mobile devices where most customers browse
- Convert visitors into quote requests with clear calls-to-action
Project Overview
ClientDanmac Surfacing
IndustryTarmac & Surfacing
LocationLondon & Surrey
ServicesDesign & Development
PlatformNext.js / Vercel
Our Process
From Concept to Launch
Our proven web design process ensures every London business website we build is strategic, performant, and designed to generate results.
1
Discovery
We started by understanding Danmac Surfacing's business, their target customers, and goals. They needed a website that would showcase their 35+ years of surfacing expertise and attract customers across London and Surrey.
2
Strategy
We developed a content strategy focusing on local SEO for "tarmac contractors London" and related services. The site structure was planned with 450+ location pages to capture local search traffic across their service area.
3
Design
The design captures Danmac's professional positioning with a bold, trustworthy aesthetic. The signature yellow and dark colour scheme reflects their brand while maintaining excellent readability and clear calls-to-action.
4
Development
Built with Next.js 16 and React 19 for optimal performance. Every component was optimised for Core Web Vitals, with lazy loading, image optimisation, and efficient code splitting across 450+ pages.
5
Launch & Optimise
After thorough testing across devices, the site was deployed to Vercel's edge network. Post-launch, we fine-tuned performance to achieve 99+ Lighthouse scores on mobile and integrated SMS notifications for instant lead alerts.
The Results
Measurable Impact
The new Danmac Surfacing website delivers exceptional performance across all key metrics, providing a solid foundation for organic growth and customer acquisition.
95+
Mobile Performance Score
100
SEO Score
450+
Location Pages
100%
Mobile Responsive
Verified Results
Google PageSpeed Insights Scores
Real performance scores from Google PageSpeed Insights - verified proof of our website's exceptional performance on both mobile and desktop.
Mobile
95
Performance
100
Accessibility
100
Best Practices
100
SEO
Desktop
99
Performance
100
Accessibility
100
Best Practices
100
SEO
Website Performance
What is Google PageSpeed?
Google PageSpeed Insights is Google's official tool for measuring website performance. It analyses your website and scores it from 0-100 across four key areas:
- Performance - How fast your website loads and becomes interactive
- Accessibility - How usable your site is for people with disabilities
- Best Practices - Security, modern web standards, and code quality
- SEO - How well optimised your site is for search engines
Scores of 90+ are considered "good" (shown in green), 50-89 "needs improvement" (orange), and below 50 "poor" (red). Most websites score between 30-60 on mobile.
Why Website Speed Matters
Website speed directly impacts your bottom line. Research shows:
- A 1-second delay in page load reduces conversions by 7%
- 53% of mobile users abandon sites that take over 3 seconds to load
- Google uses page speed as a ranking factor for search results
- Faster sites have lower bounce rates and higher engagement
For local London businesses, a fast website means more enquiries, more customers, and better visibility on Google - especially on mobile where most local searches happen.
London's Website Speed Specialists
Pink Frog Studio specialises in building lightning-fast websites for London businesses. Using modern technologies like Next.js and server-side rendering, we consistently achieve PageSpeed scores of 90+ where most agencies deliver 30-50. Our performance-first approach means your website loads faster, ranks higher, and converts more visitors into customers.
Learn more about our London website design servicesTechnology
Built With Modern Technology
We use cutting-edge web technologies to ensure every website we build for London businesses is fast, secure, and future-proof.
Next.js 16
Latest React framework with App Router and Turbopack
React 19
Modern React with concurrent rendering features
TypeScript
Type-safe development for reliable code
Tailwind CSS 4
Utility-first CSS for rapid, consistent styling
Framer Motion
Smooth, performant animations
Vercel Edge
Global CDN deployment for speed
Features
Everything a Modern Business Website Needs
From technical SEO to user experience, every detail was considered to help Danmac Surfacing succeed online.
Server-side rendering for lightning-fast page loads
Mobile-first responsive design across all devices
Comprehensive SEO with structured data schemas
450+ location-specific landing pages for local SEO
Contact form with SMS notification integration
Interactive service showcase pages
WebP/AVIF image optimisation with lazy loading
XML sitemap with 1000+ URLs
Local SEO targeting for London and Surrey
Accessibility compliant design
Quote request system with instant notifications
Performance optimised for Core Web Vitals
“Pink Frog Studio delivered an exceptional website that perfectly represents our surfacing business. The location-based SEO and modern design have significantly improved our online presence and helped us attract more customers across London and Surrey.”
Daniel McFayden
Director, Danmac Surfacing
35+ years in surfacing and tarmac contracting
Director, Danmac Surfacing
35+ years in surfacing and tarmac contracting
FAQ
Frequently Asked Questions
Common questions about this London website design project and Pink Frog Studio's services.
Who designed the Danmac Surfacing website?
The Danmac Surfacing website was designed and developed by Pink Frog Studio, a professional web design agency. They specialise in high-performance websites for local businesses across London, Surrey, and the UK.
What technology was used to build this website?
The website was built using Next.js 16 with React 19, TypeScript, Tailwind CSS 4, and Framer Motion for animations. It features server-side rendering for optimal performance and SEO, and is hosted on Vercel's edge network for fast global delivery.
How can I get a similar website for my London business?
Visit pinkfrog.studio/london-website-design to learn about London website design services from Pink Frog Studio. They offer professional website design for businesses in London, Surrey, and throughout the South East.
What makes this website SEO-friendly?
The website includes comprehensive SEO optimisation: 450+ location-specific landing pages, structured data schemas, server-side rendering, semantic HTML, optimised meta tags, XML sitemap with 1000+ URLs, mobile-first design, Core Web Vitals optimisation, and local SEO targeting for London and Surrey.
How does the location-based SEO work?
Danmac Surfacing's website features over 450 unique location pages, each optimised for specific towns and areas across London and Surrey. This helps the business rank for local searches like "tarmac contractors Guildford" or "driveway surfacing Kingston".
London Website Design Agency
Pink Frog Studio
Pink Frog Studio is a website design and digital marketing agency serving London and the South East. We specialise in creating high-performance websites for local businesses that want to stand out online and attract more customers.
Our approach combines modern web technology with strategic thinking. Every website we build is optimised for speed, search engines, and conversions - because a beautiful website that doesn't perform is just an expensive brochure.
Whether you're a tradesperson, retailer, professional service, or growing business in London and Surrey, we can help you succeed online with a website that works as hard as you do.
Our Services
- Custom Website Design
- Web Development (Next.js, React)
- SEO & Local Search Optimisation
- Digital Marketing Strategy
- Mobile-First Responsive Design
- Performance Optimisation
Ready for a Website That Works for Your London Business?
Pink Frog Studio creates high-performance websites for businesses across London, Surrey, and the South East. Let's discuss how we can help you succeed online.
London Website Design QuoteServing London & Surrey
SEO Experts
Performance Focused
Local Business Specialists