Work · a website for landscaping and stonework in Gothenburg, Sweden ES Sten & Anläggning
A groundworks contractor with over 15 years of experience in Gothenburg. The site had to show previous jobs and bring in quote requests for larger projects.
What did the site deliver? Measured in Google.
+58 %
86 → 136 clicks from Google, Jul to Sep vs Apr to Jun 2026.
pos. 2.1
Average position for "anlägga gräsmatta göteborg" (lawn installation Gothenburg).
The starting point
Stone and groundwork is sold with the eyes. Nobody orders a driveway for sixty thousand Swedish kronor based on a text description. You want to see a driveway like yours, done by the same company.
ES Sten & Anläggning had fifteen years of jobs behind them and almost none of them visible. That created two problems at once. Visitors had nothing to judge the craftsmanship by, and the quote requests that did come in were so vague that every answer required a site visit before anyone knew whether the job was worth pricing.
What we did
Fourteen days, built as a static site in Astro so that image-heavy pages still load fast on a phone, which matters when half the point of the site is photographs.
- Portfolio sorted by project type (driveway, garden, wall, paving) instead of by date. Someone planning a driveway wants to see driveways, not scroll past walls
- Before and after in pairs, because the difference is the argument
- One page per type of work, written for how people search: “anlägga gräsmatta göteborg” (laying a lawn, Gothenburg), “stenläggning göteborg” (stone paving, Gothenburg), “bygga stödmur natursten” (building a natural stone retaining wall)
- A quote form that asks the questions up front: area, ground conditions, timeframe, photos of the site. That makes requests answerable without anyone first having to drive out
What it delivered
Measured in Google Search Console, 16 May to 13 August 2026 (90 days):
- 101 clicks from Google on 9,495 impressions
- Position 2.1 for “anlägga gräsmatta göteborg” (laying a lawn, Gothenburg) and 12.4 for “rullgräs göteborg” (turf, Gothenburg)
- Position 1.2 for the company name, which brought 20 clicks. The site now owns its own name
- Average position 34.7 across all search terms
The searches that bring the traffic
| Search | Position | Clicks |
|---|---|---|
| es sten & anläggning ab (the company name) | 1.2 | 20 |
| rullgräs göteborg (turf, Gothenburg) | 12.4 | 2 |
| anlägga gräsmatta göteborg (laying a lawn, Gothenburg) | 2.1 | 1 |
| bygga stödmur natursten (natural stone retaining wall) | 20.6 | 1 |
| stenläggning göteborg (stone paving, Gothenburg) | 48.2 | 1 |
The picture is mixed, and it is worth saying plainly. On the narrower, more specific searches the site is on or near the first page. On the big main term “stenläggning göteborg” (stone paving, Gothenburg) it sits at position 48 despite 584 impressions. It is visible, but not where anyone clicks.
That is a normal position five months in for a new site in a competitive industry, and it points clearly to the next step: more and deeper pages about stone paving specifically, and local links that strengthen the page.
