VuV Events
Website and local SEO for a marquee rental business in Freiburg. Dedicated landing pages per tent type, guide content, and a CMS the client operates themselves.
The starting point
VuV Events GbR rents marquees and event equipment around Freiburg. Four partners, a seasonal business with clear peaks around weddings, company parties, and festivals.
The underlying problem was the one most local service businesses have: a site that describes the company is only found by people who already know its name. Someone looking for a marquee for their wedding does not.
One page per search
People don’t search for “event rental”, they search for what they actually need: a party tent, a stretch tent, a trailer, a marquee for a wedding or a company party. Those are different queries with different intent, and a single overview page answers none of them properly.
So each of those queries got its own landing page, alongside guide content for the research phase, when nobody is ready to enquire yet. Whoever reads the comparison of Freiburg providers becomes a customer a few weeks later.
Visibility through the actual searches
Technical SEO was built on the same foundation:
- Structured data across all pages, so search engines understand what they’re looking at: business details with service area, questions and answers, guide articles, and each page’s position in the hierarchy.
- A dynamic sitemap fed from the content system. A new page is therefore known automatically, without anyone having to remember.
- Meta information on every page, instead of the usual situation where half the subpages share the same text.
- Security headers and a privacy policy that matches the actual technology: no cookies are used, so that’s what it says.
- llms.txt, so AI search engines can read the key facts cleanly.
SEO ROI calculator
SEO works slowly and then permanently. So the honest comparison isn't the cost of the optimisation, it's what the same clicks would cost every month through ads.
Result
- Visitors per month
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- Orders per month
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- Revenue per month
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- Equivalent ad spend
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How this is calculated
Search volume times click-through rate gives visitors. Enquiry rate and close rate give orders, times order value gives revenue. Visitors times cost per click gives the equivalent cost of the same clicks through ads.
A model calculation, not a forecast. It shows the order of magnitude your assumptions produce.
Full calculatorA form that arrives
The contact form had been attracting bot traffic that drowned out real enquiries. Instead of a captcha that slows down every genuine prospect, two invisible checks now run: a field only bots fill in, and the time between page load and submission. Anyone completing a form in under two seconds isn’t human.
Nothing changes for visitors. The inbox holds enquiries again instead of noise.
The content belongs to the client
The site runs on Astro with Storyblok as its content system. Text, images, products, categories, and guide articles are maintained by VuV themselves, without anyone touching code. A new tent type or a revised description is a matter of minutes.
That’s where many projects fail: a site only the developer can change is out of date within a year.
Ongoing support
Since August 2025 the engagement has run on a service agreement with a fixed hour allowance for maintenance, bug fixing, SEO monitoring, and support. Larger pieces of work are commissioned separately and billed transparently.
In parallel I look after Echo Fields Festival for the same partnership, which helps both sides: the brands link to each other, and whatever works on one site moves across to the other.