The problem
Decorating is bought on evidence of finish quality. A customer scrolls photographs, decides whether this looks like their kind of work, and only then thinks about contacting anyone. If the gallery is slow or awkward on a phone, the decision never gets made.
The second problem is that photographs are the heaviest thing on a trade site, and the same images that sell the work are usually what makes the site too slow to reach the customer who wanted them.
What I built
Project galleries organised by type of work rather than by chronology, so a customer looking for exterior work is not scrolling past kitchen photographs to find it.
Image delivery in modern formats at sizes matched to the viewport, with dimensions declared so nothing shifts as photographs arrive. On a gallery-led site this is not an optimisation — it is the difference between the gallery being seen and being abandoned.
A quote request path reachable from every gallery view, because the moment of intent is while looking at a photograph, not after navigating back to a contact page.
Decisions worth explaining
Photographs were treated as the primary content and given the performance budget to match. Everything else on the page was kept light so the images could be heavy.
Service pages were kept distinct — interior, exterior, commercial — rather than merged into one. They are different searches, from different customers, with different budgets, and one page targeting all three ranks for none of them.
Want something like this?
If you are looking at this because you need the same thing built, send me the brief. You will get a reply within one business day and a fixed-scope quote before anything starts.