The project
Two trades, one clear story
LIN Works does the kind of work that stops people in doorways: hand-polished Tadelakt bathrooms, seamless microcement, Venetian plaster with real depth. We rebuilt the website from the ground up in Framer, wrote every page, gave each finish its own home, and built the Google Business Profile that puts the business in local search.
- Client
- LIN Works
- Sector
- Decorative finishes & bathrooms
- Area
- Oxford, Oxfordshire & the Cotswolds
- Platform
- Framer
- Services
- Design, copywriting, SEO
- Handover
- Client edits it himself
What was the challenge?
Premium work, hidden storyThe old site told half the story. It led with wall finishes alone, when bespoke bathrooms were a big part of the work and a far bigger search market, and it treated Tadelakt and Venetian plaster as interchangeable when they are different materials for different rooms: one waterproof and made for bathrooms, the other not. Clients were arriving confused, and the site was reinforcing it.
Underneath that, there was no structure for search: no page per finish, generic metadata, and no Google Business Profile, so the searches that bring a tradesman his enquiries had nothing to find. The photography was excellent, but the presentation on the website didn't do it justice.
How did we approach it?
A page for every finishWe built the new site in Framer, which gave us full design freedom, fast hosting and an editing mode simple enough for a non-technical client to use safely. Every finish got its own page: Venetian plaster, Tadelakt, microcement, bespoke bathrooms and cork insulation, because 'microcement Oxford' is a far more winnable search than 'bathroom fitters Oxford', and a customer researching one material deserves a page about that material.
We wrote every word, working from the client's notes and photographs: page copy, service descriptions, portfolio write-ups and FAQs. Two full rounds of feedback were actioned, each reported back as a checklist he could review in minutes between jobs.
What did we build?
Live, found, and easy to runAlongside the site we created and verified the Google Business Profile from nothing: categories, service areas across Oxford, Oxfordshire and the Cotswolds, multiple services each with a written description, and photography of real completed work. The domain was moved to the new site by changing only the website records, so the business email never blinked, and a content editor account, written guide and training call left the client updating the site himself.
A month on, LIN Works is consistently receiving enquiries through the website, and the business reads the way the work deserves: bathrooms and finishes given equal weight, each material explained on its own page, and a presence in local search where before there was none.
From the studio
Meeting the client where they work
Linards runs his business from WhatsApp between jobs, so we ran the project the same way: short updates, fast turnarounds on feedback, and a clear done-list he could review in minutes. A busy tradesman should not have to become a project manager to get a good website, and fitting around how a client already works is part of the job.
Miles Debinski, Co-Founder & Technical Lead at Digital Otter