Abriss Meier by Herkenrath Bau
Brand, design and website for a demolition contractor in the Harz region: 14 location pages with copy of their own, six service pages, and an enquiry flow that pre-qualifies a demolition job before anyone drives out to look at it.
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Pages in One Deploy
14
Location Pages
121 KB
JavaScript and CSS
0
Tracking Scripts
Project Overview
Abriss Meier takes houses down, strips buildings back to the shell and processes rubble on site. The service area runs from Göttingen to Magdeburg, right across the Harz uplands and into the neighbouring parts of Niedersachsen, Sachsen-Anhalt and Thüringen. People searching for this work almost always search locally, and in German: Hausabriss Wernigerode (house demolition in Wernigerode), Abriss Goslar, Entkernung Halberstadt.
The second hurdle is the quote. Demolition costs depend on the type of building, its footprint, the number of storeys, whether there is a cellar, any suspicion of hazardous materials, and whether a heavy excavator can reach the plot at all. A price you can stand behind comes after a site visit, and a site visit costs a day. That left the website with the sorting job.
Abriss Meier started out with no website and no brand. The business had to become visible in 13 towns and across the Harz region, spread over three federal states, each place with its own search query. Add a trade in which permits, asbestos and waste law turn every imprecise sentence into a liability.
Logo, colour palette, design, website: we built all of it from scratch. The site architecture keeps six service pages separate from 14 location pages, each one written around local building stock, districts and site access. On top of that sits an enquiry flow with 14 fields and photo upload, shipped as a statically prerendered Next.js frontend on Vercel.
29 pages went live in a single deploy, every one prerendered and cached at the edge, each with its own title, its own description, one main heading and the matching machine-readable markup for the business, the service, the location and the questions. The homepage loads nothing from third-party servers.
Local Visibility
Location pages only carry weight once they amount to more than a swapped-in place name. The Wernigerode page talks about Hasserode, Nöschenrode, Silstedt and Schierke, and about what narrow old-town access roads mean for the choice of machine. Goslar covers the Rammelsberg, the Baßgeige and heritage protection in the old town. For Magdeburg, the copy runs through the Gründerzeit quarters in Stadtfeld and Buckau, the prefab estates, and the Bauordnung des Landes Sachsen-Anhalt (the building code of the state of Saxony-Anhalt).
The Site Architecture
13 towns from Göttingen to Magdeburg plus one page for the Harz region, all on the same URL pattern. The copy underneath is written fresh for each place, regional FAQ included.
Hausabriss (house demolition), Teilabriss (partial demolition), Entkernung (strip-out), Schadstoffgutachten (hazardous materials survey), Bauschutt-Recycling vor Ort (on-site rubble recycling) and Bauschutt-Entsorgung (rubble disposal), plus an overview that pulls all eight services together.
Every one of the 29 pages is one click away from the homepage. The footer opens into the complete location cluster, and cross-references sit inside the body copy, carrying the title of the target page as anchor text.
Every page tells search engines in machine-readable form who the business is, where it works and what it can do: postal address, phone number, 17 towns and regions as its service area, seven service topics. Location and service pages add the service in question, and 17 of the 29 pages hand over their questions and answers along with it.
Every page has its own title, its own description for the results listing, a pointer back to itself as the original address, and exactly one main heading. Sitemap priorities are set by hand as well, from 1.0 on the homepage down to 0.2 on the legal notice.
On permits the copy points to the responsible Bauaufsichtsbehörde (the local building authority), on price to the site visit, on reusing material to the Ersatzbaustoffverordnung (Germany's ordinance on substitute construction materials). Any statement a surveyor would have to sign off has been dialled back accordingly.
Enquiry Flow
The enquiry form sits on the homepage and on every service page. It asks for exactly the details a costing is built from. Six of the 14 fields are mandatory, the rest help. One completed form delivers in a single pass what would otherwise take two phone calls.
Detached house, apartment building, garage, barn, outbuilding, commercial building, warehouse, extension or other.
One to four storeys, with cellar or unclear. The cellar decides whether foundations come out and the void gets backfilled.
Approximate floor area, the starting point for estimating volumes.
Known, suspected or unknown. The answer governs whether a survey gets arranged before demolition starts.
Clear, restricted or unclear. This one field decides machine size and whether a tracked excavator can get onto the plot at all.
Preferred window for the work, and the basis for scheduling.
JPG, PNG, WebP, HEIC or PDF, up to 10 MB per file. One photo of the access route answers questions no form field can ask.
Name, company, phone, email and the address of the property to be demolished.
Submission runs through a Server Action. The form still gets through with JavaScript switched off. Three things work against automated submissions: a hidden field, a timestamp taken when the form is opened, and Cloudflare Turnstile, named and justified in the privacy notice.
Technology
A construction firm's website often gets opened out on the job, standing on the plot with one bar of signal. That is why each of the 29 pages sits in the cache fully rendered. Nothing is computed when someone opens it.
Technical Decisions
The frontend is built with the Next.js App Router and prerendered in full on Vercel. All 29 URLs arrive as finished HTML from the Edge-Cache, with no database query in the request path. The 404 page is prerendered too, and redirects from http, from the apex domain and from URLs without a trailing slash all run cleanly through 308.
For modern browsers the homepage loads around 121 KB of JavaScript and CSS, brotli-compressed. Typography runs on the system font stack: no webfont file, no font download, no jump in the text once it arrives. The colour system lives in Tailwind tokens built on the brand red #ED1C24.
Pictures arrive as WebP at whatever width the device in hand needs: nine size steps for the browser to pick from. Each page's lead image loads ahead of the rest at high priority, everything else waits until the visitor scrolls it into view.
Load a page and not a single request goes out to a third-party server. No analytics, no tag manager, no embedded map service, and therefore no cookie banner. The single external connection comes from the form via Cloudflare Turnstile, after render and explained in the privacy notice.
Tech Stack
Scope
14 fields capture building type, footprint, storeys, cellar, suspected hazardous materials, site access and preferred date. Six of them are mandatory. What arrives is already a basis for costing.
Submission travels through a Server Action as a classic POST. Block the script or lose it on the way, and the enquiry still lands.
Up to ten files per enquiry: JPG, PNG, WebP, HEIC or PDF, each up to 10 MB. One photo of the access route can save the first trip out to the site.
Anyone who would rather talk leaves a name, a phone number and a time window. The dialog asks for nothing else. The details of the building come up during the call.
14 pages with copy of their own on districts, building stock and site access, each pairing the relevant services with a regional FAQ and its own contact route.
Six detail pages, from Hausabriss through to Bauschutt-Entsorgung, plus an overview of all eight services including Gebäudeabriss (building demolition) and Baustellenräumung (site clearance).
On a phone, Call and Request a quote stay pinned to the bottom of the screen. Getting in touch is never more than one tap away.
Skip link to the main content, five named navigation areas, one main heading per page, descriptive alternative text on every image, a label on each form field, and 67 decorative icons that screen readers pass over.
With no tracking services in play, the site needs no consent and no visitor meets a banner before the content. The privacy notice names Turnstile as the only third-party service, along with its legal basis.
Deliverables
The decisions behind the Abriss Meier website
Because search happens locally. Someone in Goslar who wants a house taken down searches for Hausabriss Goslar. The regional wording, Abrissunternehmen Harz, stays out of the search box. One page per town can answer that search, in the language of the place and with the districts everyone there knows. A single page listing 14 town names cannot.
Every page has copy of its own. Wernigerode deals with the densely built old town, with Hasserode and Nöschenrode, and with narrow access roads. Goslar names the Rammelsberg and heritage protection; Magdeburg the Gründerzeit quarters in Stadtfeld and Buckau and the Bauordnung des Landes Sachsen-Anhalt. FAQs differ by place too. Only the service blocks and contact routes stay identical.
Because it leaves the site nothing to do when someone opens it. All 29 pages are rendered at deployment and then sit in the Edge-Cache as finished HTML. No server computing on every request, no database in the request path, no security updates for anyone to install.
Both cost load time and create obligations. Drop the analytics service and the consent requirement goes with it, together with the banner that would otherwise stand in front of the content. Drop the webfont and the text shows up in the right typeface straight away. For modern browsers that leaves around 121 KB of JavaScript and CSS, and opening a page sends no request to a third-party server.
It moves the follow-up questions to the front. Building type, footprint, storeys, cellar, suspected hazardous materials and site access are precisely the points that shape a quote. When they arrive with the enquiry, along with up to ten photos, the call-back can be spent agreeing details instead of taking stock. Only six fields are mandatory all the same, which stops the length from putting people off.
Through structured data. Every page records in machine-readable form who the business is, where it works and what it can do: postal address and phone number, 17 towns and regions as its service area, seven service topics. Location and service pages also carry the service in question as an entry of its own, plus a breadcrumb trail running from the homepage through the service area down to the town. On 17 of the 29 pages, the questions and their answers sit there in machine-readable form too.
You work regionally and want to be found in every town you cover? With Abriss Meier we walked the whole road ourselves, from the brand to the last location page. Tell us about your patch and you'll get an honest assessment.