Client project · Website in review
A website that shows
the craft.
A new website for Frilotec, an air-conditioning, ventilation and industrial refrigeration company in Pamplona: structure, art direction, web design, user experience and mobile, built in WordPress and Elementor.
Client
Frilotec Climatización S.L.
Sector
HVAC and refrigeration · Navarre
Areas
Structure · Art direction · Web design · UX · Mobile · Technical SEO
Status
In review with the client · October 2026
The service behind the project
Act 01
The business and the goal
Who Frilotec is
From Pamplona, Frilotec designs, installs and maintains air-conditioning, ventilation, cold rooms and commercial refrigeration for businesses, hospitality venues and buildings across Navarre.
Its previous website ran on a template platform and did not tell that technical story: it spoke in general terms and showed almost no real work.
The goal
A business or a venue should understand in seconds what Frilotec does and for whom, see real jobs with their context, and request a quote, call or message on WhatsApp without searching.
Act 02
What we found
Needs we identified
We reviewed the 39 URLs of the previous website in September 2026. These weighed most:
- A message without focus. The home page headline was «Climatización Navarra» and the browser tab read «Inicio: Frilotec».
- Obstacles to contact. The phone number sat behind a «Ver teléfono» button and the directions link pointed to an address in Madrid.
- Template leftovers. Buttons that went nowhere, English labels such as «Request a quote» or «Find Us» on a Spanish site, and a chat assistant that greeted visitors in English.
- Empty pages (shop, virtual tour, news, blog) and not a single job explained with its problem and its solution.
What that meant
Frilotec has craft and real work, but the website did not prove it. The job was not decoration: it was organising the information so that trust is earned with evidence.
Act 03
What we did
Structure
A home page in blocks that answer what visitors ask: what do you do, where have you done it, who does it and how do I reach you. Five service pages, job sheets with the challenge and the solution, and technical guides for common questions.
Art direction
A sober, technical system: night blue and graphite for the engineering side, with the amber of the logo as the accent. Headlines in Archivo, body text in Figtree and real job photography instead of stock images.
Web design and user experience
Service area, phone, email and opening hours visible from the header; «Request a quote» as the main action and WhatsApp as the alternative; service cards with what each one includes, and a form with clear error messages.
Mobile
Designed for mobile, not just shrunk: its own crop of the main photo, a call button in the header and full-width buttons.
Technical SEO and accessibility
Titles and descriptions per page, structured data for the business and each service, redirects from the old URLs ready for launch day, checked contrast and a visible focus state for keyboard users.
From design to decision
Every block
has a reason.
Real screenshots of the review version. Next to each one: what was decided and what it is for.
01
What, where and for whom on the first screen
The decision
A short headline with the benefit, «Aire, frío y calor bajo control» (air, cold and heat under control), plus the area and the audience, over a real photo of a Frilotec technician at work.
Why it helps
Visitors know within seconds whether they are in the right place, and have two clear ways forward: request a quote or see the work.
02
Services you can tell apart at a glance
The decision
Four cards with real photos, a job-type label (installation, industrial and commercial refrigeration, maintenance, hospitality) and one line on what each includes.
Why it helps
Businesses choose by need rather than by technical service name, and land on a page that explains it.
03
Real work, with challenge and solution
The decision
Every job is told the same way: project type, the specific challenge and the solution installed, with photos from the job itself.
Why it helps
This is the evidence the old website lacked: it shows technical judgement without inventing figures or clients.
04
Contact without searching
The decision
A closing band with a direct question, «Request a quote», phone and WhatsApp side by side, and the opening hours in view.
Why it helps
Each visitor picks their channel. People who prefer to call do not have to fill in a form.
Mobile
Built for
the thumb.
Much of the journey happens on a phone, so mobile was designed alongside desktop.
Home, services and a job on a 390 px phone. One-tap call in the header and full-width buttons.
Does your website not show
what you can do either?
Tell us what you have now and what you need. We will look at it in a free 30-minute meeting and tell you where we would start.
The service behind the project
Web design
Websites that explain your value and make the next step easy.
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