Website redesign case study: OAZAPAP from 73 to 97 points
Summary: OAZAPAP s.r.o., a cleaning and facility services company from Prague 6 operating in 11 Czech cities, received a new brand, a website in Czech and English (15 + 15 pages), SEO, security and company e-mail. In the WebMeter audit the website improved from 73 points (grade C, 15 Oct 2026) to 97 points (grade A, 20 Oct 2026). Biggest gains: security headers 30 → 100, SEO 66 → 100, accessibility 76 → 100, e-mail 60 → 92. The process is the same for companies outside the Czech Republic. Every step is shown below.
WebMeter report: score 73 → 97 by area
We measure at the start and at the end.
The WebMeter report is both the starting point and the handover check. It passively checks 15 areas of the website and shows what puts the company at risk. From it we choose the areas we work on. How we measure and calculate the score is explained in the measurement methodology.
- LighthouseSpeed and accessibility measurement
- PageSpeed InsightsCore Web Vitals
- Mozilla ObservatorySecurity headers check
- AhrefsBacklinks and domain authority
- Chrome UX ReportSpeed for real visitors
Original website: 73 points, grade C · 15 Oct 2026
New website: 97 points, grade A · 20 Oct 2026
Score by area before and after
originalnewYou can check each area separately: security headers, SPF, DKIM and DMARC, SSL certificate, domain and DNS, cookies and GDPR, website speed, SEO check, accessibility, AI visibility.
Website check
oazapap-servis.cz
9 findings · measurement coverage 100%
Company and website profile from public sources
- Company
- OAZAPAP s.r.o. · founded 2020
- Registered office
- Prague 6
- Domain
- oazapap-servis.cz · valid until 2027
- Connection
- HTTPS · HTTP/2 · IPv6
- Certificate
- Let's Encrypt, automatic renewal
- Website languages
- Czech, English
- Sitemap
- 26 URLs
Sources: the ARES business register, the RDAP domain registry and publicly available website records. The check does not interfere with the website in any way.
- Securityheaders, HTTPS, protection against embedding in another website
- E-mailSPF, DKIM and DMARC against spoofed messages
- Speedloading of the main content on mobile
- SEOtitles, descriptions, structure, language versions
- AI searcha website readable for assistants such as ChatGPT
Audit and competitors: competitor analysis of 10 websites
How the website compares with competitors.
The second report goes deeper: where the website is in the index, how Google and Seznam (the Czech search engine) see it, whether the headings and descriptions are right, and how it compares with nine companies in the same industry. The results feed into the plan for the next 90 days (chapter 03). You can run the same competitor comparison for your own website.
- ApifyCollecting public data on competitors
- ApolloCompany and industry data
- HunterE-mail domain verification
1st place out of 10 compared websites
Titles, descriptions, headings and data on 26 pages
The lightest page in the industry
Registration with search engines and maps
Heatmap: 10 cleaning company websites, 11 measured areas
75–10040–740–39| Website | Total | Head. | HTTPS | DNS | Cookies | Speed | SEO | Access. | Expos. | Company | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1.oazapap-servis.cz | 97 | 100 | 92 | 97 | 97 | 100 | 92 | 100 | 100 | 100 | 100 |
| Competitor A | 87 | 78 | 80 | 100 | 45 | 90 | 100 | 95 | 100 | 100 | 100 |
| Competitor B | 79 | 55 | 40 | 100 | 70 | 90 | 90 | 80 | 78 | 100 | 80 |
| Competitor C | 74 | 0 | 10 | 85 | 70 | 90 | 93 | 81 | 80 | 100 | 100 |
| Competitor D | 71 | 0 | 80 | 85 | 85 | 60 | 100 | 56 | 34 | 95 | 90 |
| Competitor E | 70 | 0 | 80 | 85 | 60 | 90 | 100 | 74 | 45 | 50 | 60 |
| Competitor F | 69 | 8 | 50 | 85 | 85 | 90 | 93 | 79 | 71 | 100 | 40 |
| Competitor G | 67 | 0 | 83 | 85 | 60 | 40 | 100 | 63 | 85 | 100 | 40 |
| Competitor H | 65 | 8 | 80 | 85 | 85 | 70 | 73 | 94 | 84 | 75 | 40 |
| Competitor I | 63 | 0 | 50 | 85 | 70 | 60 | 60 | 90 | 78 | 60 | 60 |
OAZAPAP according to the WebMeter report of 20 Oct 2026. Competitors are anonymised and measured with the same methodology. They were selected by who ranks highest in the Google and Seznam results for the industry’s main queries.
SEO audit: six pillars
We checked H1 headings, title and description lengths and structured data on all 26 pages.
How we measure visibility
- Where and how many pages the website has in the Google and Seznam index
- Rankings for the industry’s main queries in Prague and the regions
- Company profile in maps and directories
- The same measurement for competitors, for comparison
Technical quality alone does not decide rankings. Domain age, content, reviews and maps matter too.
What works for competitors
- Reviews and maps. Map results are led by companies with dozens to hundreds of ratings.
- Content for customer queries. Service pages with FAQs and structured data capture long-tail queries.
- Domain age and authority. Even weaker websites hold their positions thanks to years in the index.
Where competitors fall short
- Security. Eight out of ten websites have no security headers at all, or only some.
- Tracking before consent. Analytics loads before the visitor has agreed to anything.
- SEO basics. Titles like “Homepage”, images without alt text, missing page descriptions.
- Mobile speed. On some websites the main content takes over 20 seconds to load.
Market research and SEO: keyword research
Market research and SEO analysis.
Before we write the first sentence, we find out what people in the industry search for, who shows it to them today and why. The methodology example in the box comes from another project; the client and competitors are anonymised. The keywords, search volumes and page map below the box are for OAZAPAP.
- Keyword PlannerKeyword search volume
- Google TrendsSeasonality and interest over time
- SklikSearch volume on Seznam
- Marketing MinerGoogle and Seznam at once
- AhrefsKeyword search volume and difficulty
Methodology example from another project (anonymised)
The figures in this box belong to another client, not to OAZAPAP. They show how the market research works.
Measured with the same methodology as the client’s website
Google.cz, Seznam, Google.at and Google.com
Grouped by intent and assigned to pages
Commercial queries used to measure who is visible
Market map: website quality versus visibility
goodaverageweak| Website | Website quality | Technical SEO | Mobile speed | Content and conversion (0–10) | Visibility on Google |
|---|---|---|---|---|---|
| Client | 87 | 84 | 66 | 4 | 0/16 |
| Competitor A | 86 | 98 | 51 | 8 | 9/16 |
| Competitor B | 84 | 85 | 59 | 6.5 | 1/16 |
| Competitor C | 84 | 82 | 46 | 7 | 6/16 |
| Competitor D | 84 | 76 | 45 | 6.5 | 4/16 |
| Competitor E | 82 | 72 | 60 | 7 | 1/16 |
| Competitor F | 78 | 75 | 52 | 5 | 4/16 |
| Competitor G | 76 | 31 | 53 | 5 | 1/16 |
| Competitor H | 75 | 43 | 63 | 2 | 0/16 |
| Competitor I | 75 | 51 | 54 | 4 | 11/16 |
What decides search engine results
Technical quality is not enough
The website with the weakest technical quality on the market (quality 75) has the highest visibility: 11 of 16 queries. It holds it with a price list, local pages, dated articles and a media brand.
Price lists win price queries
For price queries, the TOP 10 is almost only price lists and pricing articles. Seznam also shows a snippet with a specific amount.
Directories hold 3–4 of the TOP 10 places
Business directories rank for regional queries. On Seznam, the Firmy.cz directory makes up most of the results, so a profile there is a must.
Reviews drive the local pack
Companies in the maps have 6 to 191 reviews. A small company with 37 reviews and an exact “service + city” match in its title ranks first for the main query.
Gaps in the market
For regional and specialised queries (regional capitals, specialised services, English queries) there is no dominant player. That is where a website can reach the first page soonest.
GDPR as a differentiator
9 of 14 competitors run Google Analytics, Tag Manager or Meta Pixel before consent. A website that loads tracking scripts only after consent is ahead both technically and legally.
Keywords by search intent
Service + location
“úklid kanceláří Praha”, “úklidová firma Brno”, “úklidové služby Ostrava”
A Coverage page with the cities and the types of buildings we look after there. No templates with only the city name swapped.
Service in general
“pravidelný úklid kanceláří”, “generální úklid”, “revize kotlů”, “zimní údržba”
A separate page for each of the six services: what it includes, how often and for which buildings.
Price and decision-making
“úklid kanceláří cena za m2”, “kolik stojí úklidová firma”, “úklidová firma pro SVJ”
What affects the price, a comparison of suppliers and a clear path to a quote. Without this, a website does not rank for price queries.
Information and guides
“jak často uklízet kancelář”, “úklidový plán”, “jak vybrat úklidovou firmu”
Expert articles and a sample cleaning plan, linked to the services and the inquiry form.
Do not target: “úklid domácnosti” (household cleaning) and “brigáda uklízečka” (cleaner side job). These are searched for by households and job seekers, not by companies looking for building cleaning.
Keyword-to-page map for the website
| Page | Main term | Secondary terms | Search volume / month (Ahrefs) |
|---|---|---|---|
/ | úklidová firma | úklid kanceláří a budov, celá ČR | úklidová firma 150 · úklidové služby 150 |
/sluzby-pravidelny-uklid | pravidelný úklid kanceláří | denní úklid, úklid mimo provoz | úklid kanceláří 100 · pravidelný úklid kanceláří: not verified |
/sluzby-generalni-uklid | generální úklid | strojové mytí podlah, tepování, okna | generální úklid 150 · mytí oken 800 · tepování 100 |
/pusobnost | úklidová firma + city | Praha, Brno, Ostrava, Plzeň, Olomouc | úklid kanceláří praha 250 · úklid brno 200 · úklidová firma praha 150 · úklidová firma ostrava 70 · úklidová firma brno 60 |
/sluzby-revize-kotlu-a-kominu | revize kotlů | revize komínů, spalinové cesty | revize komínů 500 · revize kotlů 70 · kontrola spalinové cesty 30 |
SEO plan for the next 90 days
- A page for each of the six services and a Coverage page with 11 cities
- Titles and descriptions for all 30 pages with verified character counts
- Registration in Google Search Console, Bing and Seznam Webmaster
- Profiles on Google and Firmy.cz with the same details as on the website, and collecting reviews from regular clients
- A content plan of articles for informational queries, for example “jak často uklízet kancelář” (how often to clean an office)
Methodology: a manual snapshot of one day’s search results without personalisation, location Prague. OAZAPAP search volumes: Ahrefs, Google Czech Republic, 12-month average, as of 27 Oct 2026. The informational query “revize plynového kotle” (gas boiler inspection, 1,200/month) is an opportunity for an article, not a term for a service page.
Brand: OAZAPAP logo and visual identity
A brand as a system, not just a logo.
The brand book is the source of truth for everything else: the website, printed materials, signatures and app icons. A logo converted to vector outlines, verified colour contrasts, one typeface for web and print.
- Logo in vector outlines · 4 variants
- Colours with WCAG contrast
- Typeface Geist
- Favicons 16 px → 1024 px
- OG previews CZ / EN
- E-mail signature
- Business cards for print
Logo: colour and negative versions
Symbol
Colour palette
Ink#0F2D4A · text, header
Indigo#3B4EA0 · gradient
Teal#0E9B8E · accent
Green#2BB35D · gradient
Gradientlines, stripes, details
Geist typeface
- Full Czech character set, including “ř” and “ů”.
- Self-hosted, without Google Fonts.
- The same typeface on the website, business cards and previews.
Favicons and app icons
OAZAPAP — úklid a servis…
Icons for browsers, iPhone, Android and macOS.
Link preview: Open Graph
A custom 1200 × 630 px image for each language version — Facebook, LinkedIn, WhatsApp, Slack.
E-mail signature
Milan Prešinský, DiS.Managing Director · OAZAPAP s.r.o.
+420 604 618 834 · oazapap-servis.cz
One template for all mail apps.
Business cards: 90 × 50 and 85 × 55 mm
Print-ready files. The QR code on the back opens the digital business card.
Digital business card with QR code and vCard
A business card that fits in your phone.
A digital version of the dark printed business card at its own address, card.oazapap-servis.cz. It opens from a QR code, a link in the signature or an NFC tag. The contact is saved with one tap.
Milan Prešinský, DiS.Managing Director
Scan · save the contactSave contact+420 604 618 834E-mail in the vCardwww.oazapap-servis.czOAZAPAP s.r.o. · Prague, Czech RepublicWhat is on the card
- Logo, name and job title as on the printed version
- QR code with contact details for a colleague next to you
- A “Save contact” button
- Phone, e-mail and website at a tap
Which devices it is designed for
- Full screen on iPhone and Android, including the display notch
- Adding to the home screen as an app
- A preview when the link is shared
- No app and no tracking
Website structure: 15 pages in Czech and 15 in English
A website that works on every device.
A fast, lightweight website. 15 pages in Czech, 15 in English. Switch the device, language and page.
Czech version: 15 pages
- / home
- /sluzby
- pravidelny-uklid · generalni-uklid
- technicky-servis · revize-kotlu-a-kominu
- zelen-a-zimni-udrzba · hygienicky-material
- /pro-koho · /jak-pracujeme
- /pusobnost · /o-nas · /kontakt
- /zasady-ochrany-osobnich-udaju · /404
English version: 15 pages
- /en/ home
- /en/services
- regular-cleaning · deep-cleaning
- technical-maintenance · boiler-and-chimney…
- grounds-and-winter… · hygiene-supplies
- /en/who-we-serve · /en/how-we-work
- /en/coverage · /en/about-us · /en/contact
- /en/privacy-policy · /en/404
Copy and photos: verified facts and team visualisations
Copy that promises only what holds true.
The copy is based on verified facts about the company. What the client cannot guarantee is not on the website — for example, at the client’s request we removed “quote within 24 hours” from all pages.
Tone
Formal form of address, short sentences, the customer’s vocabulary: offices, halls, warehouses. No superlatives.
Facts
Liability insurance of 10 million CZK, own team, warehouse in Prague, 11 cities. References only with clients’ consent.
Translation
The English version was professionally proofread.
Photos
We replaced stock photos with visualisations of the team in OAZAPAP workwear.
Formats
Photos optimised for fast loading on mobile and desktop.
Accessibility
Readable contrasts, keyboard control and comfortable tapping with a finger.
Features: form, building diagram, vCard and coverage map
Features that save time for the customer.
Every element has a reason. Everything is custom-built, fast and works without cookies.
- Web3FormsSending the inquiry form
Services drop-down menu
6 services with an icon and a description. Mouse, keyboard and touch.
Interactive building diagram
Clicking a zone shows what is done there and which service to choose.
Hero slideshow
Full-width photos, cross-fades, pause on mouse hover.
Static coverage map
An accurate map of the Czech Republic in the brand style, without third-party services.
QR code and vCard
The managing director’s contact into your phone with one scan or click.
Inquiry form
Input validation and spam protection with a hidden field, without annoying tests. Sent via Web3Forms.
Phone number at a tap
A clickable link in the header and footer of every page. The e-mail address is deliberately not on the website.
Language switcher
Opens the same page in the other language, not to the home page.
Custom 404 page
In both languages, with a way back to services and contact.
SEO: titles, structured data and hreflang on all 30 pages
So that people find you.
Technical SEO is part of every page from day one. After launch we submit the website to search engines and monitor how it is indexed.
- Google Search ConsoleIndexing and queries
- Bing Webmaster ToolsBing, Copilot, ChatGPT search
- Seznam WebmasterIndexing on Seznam
- Firmy.czSeznam’s business directory
- Google Business ProfileProfile in Maps
- Schema.orgStructured data
- AhrefsKeywords and rankings in search results
- Rich Results TestStructured data check
- Google Analytics 4Optional: traffic after consent
- Google Tag ManagerOptional: tracking tags after consent
- Microsoft ClarityOptional: heatmaps after consent
- PlausibleCookieless analytics, no cookie banner
OAZAPAPhttps://www.oazapap-servis.cz › sluzby › pravidelny-uklidPravidelný úklid kanceláří a firemních budov | OAZAPAP
Denní nebo týdenní úklid kanceláří, společných prostor, hal a skladů mimo váš provoz. Stálý tým, pravidelné kontroly kvality, působnost v 11 městech ČR.
- title54 characters
- description152 characters
- URLfrom the breadcrumbs
- H1Pravidelný úklidone per page, main topic
- H2Co je součástímain sections of the page
- H3Kanceláře a společné prostorysubsection
- H4Denní úkonydetail within a subsection
- H4Týdenní úkonyanother detail at the same level
- H2Připravíme vám nabídku na míruanother main section
Technical SEO
- 01
Page titles
titleEach of the 30 pages has its own title of up to 60 characters: service and location first, brand at the end.
- 02
Meta descriptions
descriptionA unique description of up to 160 characters that sums up the offer and prompts a click in Google.
- 03
Heading structure
h1–h4One H1 per page, with H2 to H4 below it and no skipped levels. Search engines and screen readers read the content in the right order.
- 04
Structured data
JSON-LDLocalBusiness with the address, company ID and 11 cities served, Service for each service, WebSite and BreadcrumbList.
- 05
Canonical and languages
hreflangEach page has a canonical URL and linked language versions cs, en and x-default, so the Czech and English versions do not overlap.
- 06
Sitemap and robots
sitemap.xmlA sitemap with 26 indexed URLs, robots.txt and llms.txt for AI search. The 404 and GDPR pages are excluded with noindex.
- 07
Clean URLs
/sluzby-…Readable Czech URLs without parameters or IDs (sluzby-pravidelny-uklid.html), and dedicated English ones (en/regular-cleaning.html).
Content and links
- 08
Keywords
keywordsSearch terms such as “úklid kanceláří Praha” (office cleaning Prague) or “úklidová firma” (cleaning company) belong in the title, H1, first paragraph and URL. Google has ignored the keywords meta tag since 2009, so we do not use it.
- 09
Breadcrumb navigation
breadcrumbsA visible path (Home › Services › Regular cleaning) plus BreadcrumbList in the structured data, so Google shows the path directly in the results.
- 10
Internal linking
linksA menu with all services, links to related services and descriptive link text instead of “click here”.
- 11
Images
alt, WebPDescriptive alt text, dimensions in the HTML to prevent layout shifts, WebP format and preloading of the main photo.
- 12
Sharing
Open GraphA custom 1200 × 630 preview for CZ and EN, with a title and description for Facebook, LinkedIn, WhatsApp and X.
Speed, mobile and local visibility
- 13
Speed
Core Web VitalsSelf-hosted fonts, CSS and JS without libraries. Tracking code (Google Tag Manager) loads only after consent in the cookie bar; without consent the website loads nothing from third parties. Speed is a Google ranking signal.
- 14
Mobile
mobile-firstGoogle evaluates the mobile version. Tested from 320 px, finger-sized buttons, no horizontal scrolling.
Pre-launch check
A script checks all 30 pages: titles, descriptions, headings, canonical, hreflang, structured data, links and images. It runs again after every change.
Search engine registration
Google, Bing and Seznam. We verify domain ownership and check that the pages get indexed.
Local visibility
Company profile on Google and Firmy.cz with the same details as on the website.
Security: HTTPS, GDPR and accessibility
Security from the ground up.
Without the visitor’s consent the website loads nothing from third parties, so it can have strict security rules. We followed current recommendations for accessibility, data protection and speed.
- HTTPS · HSTSEncrypted connection
- TLS 1.2Outdated versions disabled
- Let's EncryptCertificate with automatic renewal
- Websupport DNSDNS with DNSSEC enabled
- Cloudflare Zero TrustServer access for verified users only
- BitwardenPassword and access management
Security
Security headers, an encrypted connection and spam protection for the form.
GDPR
No data goes to third parties while the website is browsed. Analytics only after consent, or without cookies.
Accessibility
Usable with a keyboard and a finger, readable contrasts.
Speed
Optimised photos and fonts, fast loading on mobile too.
Launch: SSL certificate, hosting and backup
Launch without the hassle.
We upload the website to the client’s hosting, enable HTTPS and unify the domain address. Further changes go to the server with a single run, with a history of all versions.
- GitHubVersions and change history
- GitHub ActionsDeployment to the hosting over FTPS
- Active24Hosting and domain
- Better StackWebsite monitoring, uptime and logs
- HetznerVirtual server (VPS)
- netcupVirtual server (VPS)
- OVHcloudVirtual server (VPS)
- SentryWebsite error monitoring
HTTPS and certificate
Encrypted connection with automatic certificate renewal.
One address
All domain variants redirect to one, for SEO and trust.
Versions and backup
Every change is saved and can be restored at any time.
E-mail: business email on your own domain
E-mail you can trust.
We secure the domain against spoofed mail, set up the mailbox on phone and computer, and prepare a uniform signature for the whole team.
- ResendE-mails from the website with SPF and DKIM
- Amazon SESBulk and system e-mails
- Postmaster ToolsDeliverability to Gmail
Domain protection
SPF and DKIM are set up. DMARC only monitors for now (p=none); after evaluating the reports we will switch it to quarantine and reject.
All devices
iPhone, Android, Outlook, Gmail and Apple Mail — all in sync.
Uniform signature
The same look on every e-mail, with instructions for each app.
AI email assistant: automatic email sorting
Mail that sorts itself.
An assistant built on Claude runs on top of the company mailbox in Google Workspace. It sorts inquiries, prepares draft replies and sends an overview every morning. It sends nothing without your approval. We build similar solutions as part of AI automation for companies.
- ClaudeMail sorting and draft replies
- Google WorkspaceGmail, calendar and tasks
Mail sorting
Each message gets a label by type: inquiry, invoice, authority, supplier or advertising. Urgent items are at the top.
Draft replies
For inquiries and routine questions it prepares a reply in your style. You check it and send it with one click.
Morning overview
What is urgent, what is waiting for a reply and which deadlines are running. It adds deadlines to the calendar and tasks.
Handover: website handover and monitoring
Handover and a control measurement.
At the end, the same scan as at the start. The client receives all materials, access details and instructions.
Website
Ready to run on the client’s hosting.
Brand book
Logo, colours, typeface, icons and rules.
Print and signatures
Business cards for the printer and e-mail signatures.
Access and instructions
Passwords and access in Bitwarden, instructions for editing the website and e-mail.
Monitoring
Search Console and Better Stack keep watching the website after launch.
New scan
WebMeter verifies the result after launch.
FAQ about the OAZAPAP website redesign
Why a new website instead of fixing the old one?
The original website was a static export of a Webflow template from 2024. The page title was still the template’s (“Portfolio template”), the home page had no phone number and the website scored 73 points in the WebMeter audit. That is why a new website was built on the same domain.
What is left to improve on the OAZAPAP website?
According to the report of 20 Oct 2026, two medium findings: DMARC only monitors (p=none) and the main content on mobile loads in 3.5 s (the target is 2.5 s). And two low ones: the CAA record is missing and the hosting server does not support TLS 1.3.
Does a score of 97 guarantee first place in Google?
No. The score measures the technical quality and security of the website. Search rankings also depend on content, links, reviews and the map listing. More answers are in the FAQ.
What the price of a new website depends on is described on the Web design page.
Want the same process for your website?
We start with a free measurement. Based on the result, we propose the scope of custom website design: brand, website, SEO and operations from one supplier.