The challenge: showing how services differ
Diatrak works with natural stone, producing items including headstones, inscribed plaques, sculptures, countertops and bespoke components. Such a broad offering calls for a presentation of each specialism that individual and business customers can understand.
Before modernisation, the websites needed a clearer information structure and more developed descriptions. Some of the content did not adequately explain the differences between services, so simply listing them online did not give visitors a clear picture of the company's capabilities. The work covered two client websites and began with a technical audit and an analysis of how the services were presented.
The scope: Gutenberg, content and on-site SEO
The service pages received a block-based structure in the Gutenberg editor. Rewriting and organising the content formed part of the modernisation of the existing websites. The aim was to create a layout that could be developed further as services and completed projects were added.
We prepared and expanded descriptions of the stonemasonry services and completed projects. We standardised the H1–H3 heading hierarchy and improved internal links between related services. The content was tailored to local and service-related searches, as well as the different needs of individual and B2B customers.
Separating service information from supporting content was another task. The organised descriptions explain what the company produces, how its services differ and where to find examples of similar work. This structure gives prospective customers more information before they send an enquiry.
Separate descriptions of headstones, sculptures and inscribed plaques explain the specifics of different commissions. Linking the service offering to expanded project descriptions adds the context of completed work. This is particularly important in stonemasonry, where similar materials can be used for very different projects and customers need to understand the scope of production before getting in touch.
The project used WordPress and Gutenberg, supported by Google Analytics 4 and Google Search Console. These tools help track traffic and the websites' presence in search; they do not replace work on service information and useful content.
The work resulted in an organised presentation of services and completed projects, with a more consistent website structure. Diatrak illustrates how to combine modernisation of an existing website with SEO: start with specific services, expand their descriptions, connect them to the portfolio and make further editing easier.