Studio Rahul
Studio Rahul / Work / Mutton della Scala
05 / 07 — Rebuild

Mutton della Scala

Bespoke staircase maker  ·  Como, Italy

Mutton — L'Artigiano della Scala — makes bespoke staircases near Como, in the Italian craft heartland. This is deeply physical, one-of-a-kind work: a staircase is a piece of architecture someone lives with for decades. The proof is entirely in the objects they've built.

Type
Bespoke staircase maker
Place
Como, Italy
Old stack
~2019 WordPress / Visual Composer
Focus
Craft
Pages rebuilt
4 captured
Shown here
24 captures

The old site didn't let you see them. It was a circa-2019 WordPress / Visual Composer template — the drag-and-drop era of stacked rows and generic sections — which is the worst possible frame for a maker whose whole case is visual. Real, remarkable projects were reduced to small, context-free images in a template grid.

The rebuild turns the site into a portfolio, the way a craftsperson's site should be. Photography-led, with named real projects, a heritage trust band that reflects the years behind the work, and a guided quote request — because for bespoke work, the enquiry is a conversation, not a checkout.

A Page by page

Both ways, every page.

Original on the left, rebuild on the right — the same page, the same viewport. A redesign is judged past the homepage, so every page we hold both sides of is here, desktop and mobile. Where the rebuild folded several pages into one, every original is shown against it rather than one being picked to flatter the comparison.

B What changed, and why

Area by area.

The working notes from the rebuild, unedited — what the original site did, and what replaced it. Written while the work was happening, in the language the site is in.

First impression / brand
WasDated 2019 template; centered white-outline text over the hero photo. Doesn't match a 40-year made-in-Italy artisan.
NowEditorial serif hero, full-bleed real photo (Selene), instant value prop ("La scala su misura, fatta ad arte"). Looks as premium as the work.
Heritage & trust
Was40 years / 2 sedi / made-in-Italy buried on /azienda or absent from home.
NowTrust band (40+ anni · 2 sedi · 4 categorie · 100% made in Italy) + dedicated azienda section with "40+" badge.
Portfolio
WasReal named installations reduced to a 4-tile product grid + a 3-item "News" strip.
NowFilterable gallery (type chips) + lightbox, 18 real named projects (Selene, Sofia, Agata, Olivia, Erika…). The photos become the design.
Conversion
WasGeneric "Richiedi preventivo"; the real quote form is flat, CAPTCHA-gated, not sold as bespoke.
NowGuided 3-step request: visual stair-development selector (6 SVG schemes), smart A/B/C dimensions, contact — no CAPTCHA. Sticky "Preventivo gratuito" CTA + repeated CTAs.
Mobile
WasBasic, unrefined; doesn't wow a phone-first buyer.
NowMobile-first: drawer nav, full-height hero, adaptive grids, large tap targets.
Performance & SEO
WasNo homepage meta description, weak keyword targeting, no structured data, WordPress/VC weight.
NowSemantic HTML, full IT meta + Open Graph, JSON-LD HomeAndConstructionBusiness with both locations, sitemap. Static Next.js export → near-instant loads.
Presence & discovery
WasNo active Instagram for a highly visual product (analysis gap).
NowSocial-ready: footer IG slot, shareable portfolio, OG images tuned for social previews.
C Talk to us

Have a site that
needs this too?

If your website no longer matches the quality of the work you do, that is the problem we solve. Tell us about the business and where the site falls short.

Or write to [email protected] — it reaches the same place.