The website existed. It looked like a thousand others.
Wepfer Bauprojekte is a general contractor for conversions and renovations. The old presence was a website-builder template — technically outdated and indistinguishable from the competition.
Scope of the collaboration
- Brand foundation
- Website
- SEO
- Google Ads
- Meta Ads
- Content retainer
The starting point
Wepfer sells complex project work with a long decision path. Anyone planning a conversion compares for weeks and decides on trust, not on price.
That is exactly what the old presence could not deliver. A template shows that someone has a website. It does not show why you should trust this business with your conversion.
The actual selling argument — the completed projects — was practically invisible online.
A template shows that someone has a website. Not why you should trust them with your conversion.
The brand first, then the website
We did not start with the layout. A website is the surface of a brand; if the brand is unclear, the website turns out pretty and still generic.
What emerged is a complete brand board across 22 pages and 20 chapters: positioning, colours, typeface, imagery, tone of voice and the rules for how it all fits together. It belongs to Wepfer and can be used without us.
The website built on that foundation
Projects as the selling argument
Reference projects sit at the centre instead of on a subpage. When you have to build trust, you show work, not adjectives.
Built for the long decision path
Content that answers early questions — process, scope, approach. Not every visitor is ready to enquire, and ignoring that loses them to the next provider.
Designed to be found
Structure, technology and content built so that ongoing search optimisation can build on them rather than fight them.
The three campaign videos
Three variants of one campaign, not three topics. Shot on an active building site, in vertical format for Instagram, Facebook and YouTube, with burned-in subtitles. They ran as paid campaigns on Google and Meta.
Hook
What changes in 2028
The opener of the series. Yahia stands in an ongoing renovation and explains the point within the first seconds — no intro, no company presentation. Subtitles are burned in, because on Instagram and Facebook the sound is usually off.
What has run since
The engagement did not end at launch. ALPENIQ runs ongoing search optimisation and online marketing for Wepfer.
Search intent in this sector is predominantly informational — conversion costs, renovation process, questions about approach. That is content work over months, not a switch you flip.
We build for people who entrust us with their home. That is a matter of trust, and it takes time. So it was good to work with someone who operates the same way — they did not stop at launch, they keep working with us. I do not feel like I have a service provider.
Does your website look like your competitors'?
Then the problem is rarely the design. It is the missing brand underneath. We look at both before anyone talks about layouts.