A website for an air conditioning company – acref.pl

The challenge

The previous Joomla site was slow, hard to maintain and lived entirely at one address as a one-page site. At the time the company ran two different businesses – installing air conditioning in homes and offices, and selling car air conditioning parts – which blurred the message further. The task was to build a site that loads fast, speaks with one voice and answers specific searches instead of one general one.

Design decisions – why this way and not another

Every part of the site has a reason behind it. Below I describe the key choices, with screenshots.

Decision #1

One line of business on the home screen instead of two

The first version tried to serve air conditioning installation and car parts at the same time. Those are two different businesses and two different kinds of customer, and a site that talks about both at once talks clearly about neither – not to a person and not to Google. Today the home screen answers one question: who installs air conditioning in Krakow, and how do I reach them quickly.

Decision #2

Seven services, seven pages instead of one section

In the one-page version every service shared a single address, so they competed with each other for the same position in Google. After the split, each service has its own title, its own description and its own address – you can see it in the breadcrumb trail above the heading. One page cannot rank first for seven different searches; seven pages can. The most interesting effect shows up in Google’s AI answers: what gets cited is not the home page but the individual service pages, most often the one about warranty inspections. That is a narrow service competitors rarely describe separately, so the model has few candidates to cite and reaches for this page.

Decision #3

A separate page for every town the company covers

People search for a service together with a place name, but everybody substitutes a different one. One types air conditioning in Wieliczka, another in Bochnia, and some search across the whole province at once. Instead of one sentence saying „we cover the Krakow area”, every town got its own entry with the travel distance and its own page, and province-wide searches are the next target, because the site already shows up for them.

Decision #4

Real photos of completed jobs instead of stock images

In the installation trade the customer wants to see the results of real work. The service sections carry photos of actual installations at customers’ homes – flats and houses in Krakow and nearby. That builds trust, shows the standard of the work and provides content that stock photography cannot replace.

Decision #5

Reviews with a named source and date, not just stars

In installation work the choice of contractor rests on recommendations, but an anonymous review proves nothing. Every review here carries a name, a date and where it came from – Google or Oferteo – with a link. The reader can check it, and that is the difference between proof and a claim.

Decision #6

Contact with a face, a map and the profile in one place

The contact section shows a photo and the name of the owner, the full address, opening hours and the embedded Google Business Profile with its rating. A local customer checks two things before calling: whether the company really exists, and how far away it is. Both questions get answered without leaving the page, and the profile and the site strengthen each other in local results.

Results

• The profile and the site catch two different kinds of customer: the breakdown that needs fixing now, and the installation being planned
• Google cites the site in AI answers across 20 different pages, most often where a narrow service is described that competitors do not write about separately