Afromakedoniki is a family-run foam cutting and trading business based in Evosmos, Thessaloniki, with over four decades of operation since 1982. The company caters to both individual customers and trade professionals — supplying precisely cut foam for a wide range of applications including seating and furniture, sleep and mattresses, and industrial or commercial uses.

As a workshop-first business, Afromakedoniki operates exclusively from its premises: customers bring their requirements and collect their orders on-site. There is no delivery service. This model places particular import

The brief was rooted in a very practical frustration: too many phone calls. Visitors had no way to self-serve basic information, so every question — from product options to operating hours to how to prepare for a visit — ended up as a call to the owner. The redesign needed to fix that at its root.

Reduce Unnecessary Phone Calls Give visitors enough information online that routine questions — what foam types are available, what applications they cover, how the process works — no longer require a phone call.

Clarify the Visit Process Clearly communicate that the business operates on-site only (no delivery), and explain exactly what customers should prepare before arriving — namely, bringing a sample piece and having their dimensions ready.

Showcase Products & Applications Properly Move beyond a gallery of scattered finished-work images and present foam use cases in a structured, intuitive way — seating & furniture, sleep & mattresses, professional/industrial — so visitors immediately understand what's available and relevant to them.

Build a More Professional Web Presence Replace the static Wix site with a custom-designed, visually refined experience that reflects the quality and seriousness of a business with over 40 years of expertise.

Improve Discoverability Implement basic on-page SEO to improve search rankings for local foam-related queries in the Thessaloniki area.

The existing Wix website had several structural and informational gaps that compounded into a poor user experience — and a significant drain on the owner's time.

No FAQ section — every common question had to be fielded personally over the phone.

No explanation of the foam types offered, their qualities, or their typical applications beyond a few scattered photos of finished items (sofas, pillows, sunbeds).

No mention that the business does not offer delivery — a crucial operational detail missing entirely.

No pre-visit guidance: customers didn't know to come prepared with dimensions or a sample piece, leading to incomplete orders and wasted trips.

The layout felt static and dated — it didn't project the expertise or longevity of the business.

Content was disorganised with no clear hierarchy, making it hard to scan or navigate quickly.

No clear call-to-action directing different types of visitors (DIY homeowners vs. trade professionals) toward relevant information.

The site lacked any SEO foundation — no structured metadata, no semantic headings, weak local relevance signals.

The project ran in two phases: design in Figma followed by development in Framer. The guiding principle throughout was clarity — ensuring that every piece of information a visitor might need was surfaced proactively, reducing friction and eliminating the most common reasons for an unnecessary phone call.

Restructured the site into clearly defined sections: Products (by use case), Services, FAQ, and Visit Us — each addressing a distinct visitor intent.

Dedicated FAQ page covering the most-asked questions: foam types, pricing approach, turnaround, what to bring, and the no-delivery policy.

Explicit "Before You Visit" guidance presented prominently — bring a sample if replacing existing foam, have your dimensions ready, plan to collect on-site.

Clear, category-led product structure: Seating & Furniture / Sleep & Mattresses / Professional & Industrial — with real descriptions, not just images.

Light, minimal aesthetic with a neutral palette and generous whitespace — conveying precision and professionalism without industrial heaviness.

Clean typographic hierarchy to make the site highly scannable, whether on mobile or desktop.

Before/after photography of real replacement jobs integrated to demonstrate the quality and transformative value of the service.

Smooth, purposeful animations in Framer to add polish without distracting from content.

Developed entirely in Framer for a fast, modern, fully responsive output without relying on a legacy page builder.

Basic on-page SEO: semantic heading structure, meta titles, meta descriptions, alt text, and local relevance signals (Evosmos, Thessaloniki).

Clean URL structure and proper page organisation to support long-term search visibility.