King Double Glazing— rebrand, rebuild, conversion funnel.
Melbourne retrofit double glazing business. Previous brand (The Glass Discounters) had a 57 Lighthouse score and 13.1s mobile LCP. Rebuilt from scratch under a new brand — conversion-first architecture, self-serve Instant Estimate Tool, and a perfect 100 SEO score out of the gate.
"The old site was slow, the brand felt dated, and we had no way to give customers a price before they called. We needed a full restart — new name, new site, something that filters serious buyers before they ring my phone."
— Client, King Double Glazing
- 01The Glass Discounters (prior brand) had a Lighthouse Performance score of 57 on mobile — 13.1s LCP and 370ms total blocking time. Customers bounced before the page loaded.
- 02No way for customers to self-serve a price estimate. Every enquiry went straight to the phone — including price-shoppers and tyre-kickers with no intent to buy.
- 03A full rebrand to King Double Glazing needed a clean break: new positioning, new brand voice, and a site built from scratch rather than patching the old WordPress stack.
The calls that meaningfully moved the outcome. Not the cosmetic stuff.
Rebuilt from scratch on Next.js 16 App Router. No plugin bloat, no page builder. Desktop LCP 1.0s, mobile LCP 4.4s. TBT 20ms across both — down from 370ms on the old site.
Multi-step calculator that produces a price range before asking for contact details. Reverses the standard trades lead-gen pattern — qualify first, capture second. Reduces junk enquiries before they reach the phone.
Original plan was a 27-route SEO content cluster. Mid-project pivot to a tight 5-page funnel pointing every visitor to one action: the estimate tool. SEO infrastructure (schema, sitemap, suburb page template) is in place for future expansion without a rebuild.
Content stored as JSON in the repo — no external CMS database. Visual editor via Tina Cloud. Client can edit pages without touching code or needing a developer.
Postgres on Neon with Drizzle ORM. All quote and lead submissions stored here. Token-based email confirmation flow — only confirmed quote requests get flagged as hot leads.
Transactional email pipeline with DKIM/SPF/DMARC configured. Two-step quote confirmation: customer clicks a token link before KDG receives the lead notification. Filters junk at the email layer.
Screens, not mockups. The actual product—annotated.
"The calculator came out exactly how I had it in my head. Sam showed me every update as he built it — I could see the changes straight away and tell him what I wanted. I felt in control the whole way through."