Case study / 01
Anthony's Auktionshaus
From no enquiries to around 45
Redesign and local SEO for an auction house on the Königsallee: 28 form enquiries in four weeks, 45 by mid-November with calls and walk-ins.
- Year
- 2026
- Location
- Düsseldorf, Germany
- Services
- Web design · Local SEO · Lead generation
- Stack
- Hand-coded HTML/CSS/JS · No framework · CORE · Consent Mode v2
01 / Challenge
The challenge
People with a gold ring, a watch or an inherited painting don't search for an auction house. They search for “sell my watch in Düsseldorf” or “have jewellery valued”. Anthony's had one general page for all of it and a look that could have come from any AI website builder, the opposite of what a Königsallee address should feel like. And not a single enquiry came in through it.
02 / Approach
The approach
We gave every search intent its own page: gold, jewellery, watches, art and antiques, coins, silver cutlery, estates and free valuations, each with its own title, FAQ and structured data. The same structure makes the business easy to read for AI assistants. JSON-LD on 10 of the 14 pages describes the auction house, its services and its offers, and FAQ blocks with 73 questions and answers give search engines and assistants direct answers to quote. The design moved away from glossy template effects to an editorial look with classic serif type, numbered sections and calm motion that respects reduced-motion settings.
03 / Build
The build
The site is hand-coded and fast. The valuation form takes photos of the items straight into the client's CRM in CORE, protected against bots and without a third-party form service. Consent Mode v2 separates statistics from marketing, so Google Ads only measures after consent, and Google Tag Manager is gone. A feedback round with the client replaced placeholder reviews with real Google reviews and corrected the fee model on the page.
- Editorial redesign
- 8 local SEO landing pages
- Structured data and FAQ blocks for search engines and AI assistants
- Valuation form with photo upload into CORE
- Consent Mode v2 and privacy-friendly analytics
- Feedback round and launch
04 / Result
The result
- 45
- enquiries by mid-November: form, phone and walk-ins
- 28
- form enquiries in the first 4 weeks, measured
- ⅔
- of form enquiries came via Google search
- 98/100
- PageSpeed mobile, 11 Nov 2026
Before the relaunch, the website brought in no enquiries. The new site went live in early October 2026. From 13 October to 7 November, CORE recorded 28 valuation requests through the form: about one a day. Two thirds of them came through Google's organic search and two through ChatGPT. One in every twenty visits ended in an enquiry. By mid-November the auction house had received 45 enquiries since the relaunch, including phone calls and people who come into the shop because of the website. It also reports customers who found it through Gemini and Perplexity. Our own measurement covers ChatGPT only. Every form enquiry lands in the client's CRM with photos attached, ready for a call back.
05 / Measurements & technology
Measurements & technology
- Built with
- Hand-written HTML, CSS and JavaScript. No framework, no build step. Fonts self-hosted, none loaded from Google
- Pages and language
- 14 pages in German, 8 of them landing pages for local searches
- PageSpeed mobile
- 98/100 performance, 100/100 SEO (lab run, home page, 11 Nov 2026)
- Largest Contentful Paint
- 1.7 s (lab run)
- Layout shift (CLS)
- 0.009, with 0 ms blocking time (lab run)
- Home page
- 10.3 KB transferred with Brotli, first byte after 0.15 s (11 Nov 2026)
- Structured data
- LocalBusiness, Service, Offer and FAQPage, on 10 of 14 pages
- Analytics
- GA4 with Consent Mode v2, denied by default, plus CORE
