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UI/UX Design & Dev Marketing website 1 month Figma

Taxi Pavel

Rebuilding an existing taxi service website into something more conversion-focused, modern-looking, and faster.

2026 · taxipavel.cz

Written 12 August 2026.

The problem

The site ran on an old WordPress theme nobody had touched in years — a slightly dated design built mostly around reading. But almost nobody visiting a taxi service's website wants to read; they want opening hours, the service area, and above all, how fast they can get someone on the phone. That last part was missing the most: there was no clear call to action, and even calling itself took more attention than it should have — the phone number could be found, but had to be copied and pasted into the dialer by hand. SEO was decently set up, but nowhere near its potential, and the site generated almost no conversions.

The old homepage — a text-heavy hero with no clear call to action
The phone number and a call button — but only after scrolling several screens down

My role

I did essentially everything myself — design, code, SEO, and Google Ads. I put the design together and implemented it straight in code, using Claude Code alongside manual fine-tuning to move considerably faster. Google Ads came in only at the end, so the other roles took up the vast majority of the time.

Process

Design came first — with SEO and conversions in mind from the start, not bolted on afterward. Then implementation with Claude Code and manual coding, building out SEO subpages, and hunting for dead zones on the site. I connected analytics and heatmaps to see what people actually did once they landed there. Once the site was live, I launched Google Ads — the first paid conversions came within a few days.

The owner wanted to stay involved and brought his own ideas — some I was happy to implement, others we agreed together weren't needed. Otherwise I had a free hand.

Key decisions

The redesigned homepage — live open/closed status and a call button that's always in view
Accepted payment methods and review scores, with the call button staying in view while scrolling
A full weekly hours table and a note about booking outside standard hours

The result

This is the first time I have hard numbers to show, not just an impression:

  • Google Business profile: average views and interactions grew from 16 to 120.
  • Click-throughs to the site: from an average of 3 a day to 15, thanks to better use of local SEO.
  • Search ranking: average position rose from 7th to 4th place; the page bringing in the most clients climbed from 4th and now holds steady at 1st–2nd.
  • Brand awareness: Search Console data shows people increasingly searching directly for "taxi pavel" and similar terms instead of generic ones — a strong signal that a consistent online presence strengthened the brand itself.
  • Google Ads: even on a budget of just 2,000 CZK a month, a 30% conversion rate and a 35 CZK cost per conversion, against an average customer value of 600 CZK.
  • The owner confirms a real increase in calls and revenue, and gets compliments not just on the service itself but on the online presence and how easy it is to reach.
Of the three case studies so far, this is the one best backed by numbers — and the only project where I was responsible for the entire outcome myself, from design through code to marketing.