Turning a template site into a commercial foundation, a full rebuild for Milkov & Son
Milkov & Son Construction is a family design-and-build firm in North London, working across extensions, lofts, basements, renovations and new-build. We audited and rebuilt their website in six weeks: 273 indexable pages covering the projects they actually sell and the areas they actually serve, a branching cost calculator that gives homeowners a real answer, and a migration that carried 253 legacy URLs across without losing one.
- Client
- Milkov & Son Construction
- Industry
- Residential Design & Build
- Services
- Web Design & Art DirectionWeb Development (Next.js / React)SEO & Content MigrationGEO / AI-Search OptimisationConversion Design & Cost CalculatorAnalytics & Launch
- Timeframe
- 6 weeks from audit to launch, then an ongoing growth partnership
Organic growth had stalled on a template site that could not carry the depth a £100,000-plus purchase decision needs. Seven thin service pages stood in for an offer spanning extensions, lofts, basements, renovations and new-build, with no sub-pages and no area pages. Underneath, there was no technical foundation: no canonical URLs, no structured data, no analytics. A library of 213 articles had built up over the years, but 207 shared an identical footer, six were template demo posts, and the sitemap listed only 65 of them. Several claims on the site could not be evidenced.
A focused plan, executed in-house.
- 01
Audited the old site URL by URL — 258 crawled, every article read — and verified each business claim against Companies House and the client's own project photography before writing a word.
- 02
Rebuilt on Next.js around the real brand: the firm's own logo, project video and photography, with mobile-first navigation, galleries and sticky call and enquire actions.
- 03
Built the commercial architecture the market searches for: 13 service pages including five extension sub-types, 12 borough-aware area pages, three full project stories, a ten-stage process page and a 137-answer FAQ layer.
- 04
Migrated and cleaned the entire article library: 213 audited, 195 retained at their original URLs, 25 cornerstone guides expanded with cited sources, 12 near-duplicates merged and four new cost and planning guides written.
- 05
Designed a branching nine-step cost calculator across seven project types, 28 sub-types and 16 feature allowances, returning an honest indicative range rather than a single figure.
- 06
Replaced the single contact form with a three-step qualified enquiry capturing postcode, project type, budget band, timeframe and design status, with draft persistence and spam protection.
- 07
Structured the site for AI search: consistent entity data, answer-first sections, comparison tables, nine structured-data types and an llms.txt summary.
- 08
Wired 18 conversion and engagement events through Google Tag Manager into GA4, then ran the DNS cutover, sitemap submission and redirect verification on launch day.
A product, not a plug-in.
Built from the ground up around how the business actually runs, rather than bent out of an off-the-shelf template.
- 01
Project cost calculator
Nine branching steps that ask only what matters for the chosen project type, then return an honest indicative range rather than a single number.
- 02
Qualified enquiry funnel
A three-step form capturing postcode, project type, budget band, timeframe and design status, saving a draft if the visitor leaves mid-way.
- 03
Structured lead delivery
Every enquiry and calculator lead arrives as an email carrying all answers and the estimate, with reply-to set to the homeowner. A webhook can push the same data to a CRM.
- 04
Content system
Services, areas, projects and 199 articles run from data files, so a new project or area page is one file rather than a rebuild.
- 05
Migration safety net
A single redirect map shared by the framework and the edge, verified by a crawler that checks every legacy URL resolves in one hop.
The architecture, in plain English.
Built to bend to the business model. Changing how the business works shouldn’t mean changing the code, and on this platform, it doesn’t.
Framework
Next.js with every indexable page pre-rendered, so search engines and AI crawlers read complete HTML without running scripts.
Pricing model
Calculator rates, factors and allowances live in one configuration file with the date they were researched, so the client's own job-cost data can replace market rates without touching code.
Performance
Images served as AVIF and WebP, fonts self-hosted, the hero video deferred until the page is idle, analytics loaded on first interaction.
Measurement
Eighteen named events — calls, form starts and submissions, calculator progress and leads — flow through Google Tag Manager into GA4 without sending personal data.
Protection
Honeypot fields, timing checks and rate limiting on every form, with security headers applied site-wide.
A closer look.
Milkov & Son now has a site that can be found for the projects it sells, in the areas it serves, and that qualifies an enquiry before the first phone call. It went live on 11 September 2026 with 273 indexable pages, no crawl issues, and full marks for SEO, accessibility and best practice in Lighthouse.
Indexable pages built, each with unique metadata and structured data
Legacy URLs preserved or redirected, none lost
From audit to live launch
The decisions behind the numbers.
Foundation before tactics. We would not run search activity against a thin template, so every high-intent query got its own deliberate page. Nothing competes with itself and everything links.
Verified over impressive. Claims that could not be evidenced were removed rather than reworded, which is what a homeowner spending six figures actually responds to.
Nothing was discarded. The 195 surviving articles kept their original URLs, so the domain held the equity it had built while finally gaining the structure it never had.
The calculator meets people early. Most homeowners research cost months before they will complete a contact form; a real answer in exchange for real project detail turns that research into qualified pipeline.
More work
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Let’s discuss a project.
Tell us about your business, your ambition, and your timing. We’ll come back within one working day with the right shape of partnership for what you’re trying to build.
- info@molo.agency
- Phone
- +44 207 255 2221
- Studio
- 1st Floor Woodgate Studios, 2-8 Games Road
Cockfosters EN4 9HN
United Kingdom