Drvene lajsne Cvetić
Sales up 200%

Cvetić is a family company from Voždovac in Belgrade that has made floor and wall skirting, door trims, handrails and stair balusters from beech, oak and pine for more than two decades. For decades customers came through recommendations and straight to the workshop, and online the company barely existed.

Meanwhile, people renovating their flats started looking for skirting on Google, by type of wood, profile and price. Those searches went to big building supply stores, even though Cvetić had a better product, stock on hand and made to measure work.

We built the online store on Next.js, without WordPress and without a ready made theme, because speed decides everything for a store with hundreds of products: pages load in under two seconds, even on a phone. The catalogue is split the way customers actually search: floor skirting, door trims, stairs and railings, planed boards and panel trims. Every product has the type of wood, profile, dimensions and price, so a customer can order without calling, and whoever wants to ask has Viber and a phone number on every page.

We did SEO from the structure, not from the text. Page titles and descriptions follow searches such as "drvene lajsne cena" (wooden skirting price), "podne lajsne" (floor skirting) and "dekorativne lajsne" (decorative trims), categories are separate pages with their own text, and the home page sells three things the competition does not have: natural wood, goods in stock and made to measure work in 14 days.

The site is built for the phone, because skirting is searched for from building sites and flats under renovation, not from a desk. We added customer reviews, the ordering steps and help with choosing for people who do not know which profile they need.

Technical details

• Next.js 15 with static export, without WordPress and without a ready made theme
• A catalogue of hundreds of products split into categories by how customers search, each category a separate page with its own text
• Ordering through the cart, Viber and phone, because some customers do not like forms
• Loading in under 2 seconds on mobile too, without heavy plugins
• Page titles and descriptions based on what people actually type, a sitemap and Google Search Console from day one

We use the same approach on every project: online store development and SEO.

After the launch, sales grew by 200% compared with the period before the website. Orders now come through the site and Viber from customers all over Serbia, not only from Belgrade.

In the first three months the site got 3,360 clicks and 63,000 impressions from Google search, with an average position of 6.7 and a CTR of 5.3%, all without paid ads. In early June the site had about 5 clicks a day, in August between 50 and 70. The growth in impressions and clicks in Search Console follows the growth in sales.

What you can apply to your own business

• The structure of a site should follow how customers search, not what the company calls its products. Categories like "floor skirting" and "door trims" are pages that rank, not one catalogue with filters.
• A store with hundreds of products cannot afford a slow site. Most skirting buyers come from a phone, from a building site or a flat under renovation, and they do not wait.
• Results without ads are possible when the product is better than the competition and the site says so clearly: natural wood, stock, made to measure. The site does not invent an advantage, it just puts it first.
• Search Console is the only honest proof that SEO works. Clicks going from 5 to 50 to 70 a day in three months cannot be faked, which is why we ask for access and show the chart.