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Afromakedoniki is a family-run foam cutting and trading business in Evosmos, Thessaloniki, operating since 1982. It serves both individuals and trade professionals, supplying precision-cut foam for seating and furniture, sleep and mattresses, and industrial uses. Orders are placed and collected on-site only, with no delivery.

The Challenge

The owner's main frustration was simple: too many phone calls. The old Wix site had no FAQ, no explanation of foam types or applications, no mention of the no-delivery policy and no guidance on what to bring. Customers arrived without dimensions or samples, leading to incomplete orders and wasted trips. The layout felt dated, content lacked hierarchy, there were no clear calls to action for homeowners or trade clients, and there was no SEO foundation.

The Goals

Reduce routine calls by letting visitors find answers online
Clearly explain the on-site-only visit process
Present products by use case instead of scattered images
Build a professional presence that reflects 40+ years of expertise
Improve local search visibility in Thessaloniki

The Solution

The project ran in two phases, design in Figma and development in Framer, guided by one principle: clarity.

Information architecture: The site was restructured into Products (by use case), Services, FAQ and Visit Us. A dedicated FAQ covers foam types, pricing, turnaround, what to bring and the no-delivery policy, while a prominent "Before You Visit" section tells customers to bring a sample and their dimensions.
Design: A light, minimal aesthetic with a neutral palette, generous whitespace and clean typography conveys precision without industrial heaviness. Before/after photos of real jobs show the quality of the work, and subtle Framer animations add polish.
Technical & SEO: Built fully in Framer for a fast, responsive site, with semantic headings, meta titles and descriptions, alt text, clean URLs and local signals (Evosmos, Thessaloniki).

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