When a small construction company in Sweden asked us to build their web presence, the brief was simple: "We need a website." What we ended up building was a network of 7 specialized sites — each targeting a specific service niche.
The Problem
Our client, a construction company based in Nynashamn (south of Stockholm), offered diverse services — from full renovations and foundation work to fencing, cleaning, painting, and architectural design. Cramming everything into one site would dilute their search presence.
The Solution: 7 Micro-Sites
We built each service its own dedicated website:
Totalbyggarna — The parent company site. Full renovations, project management, general construction. Built with Express.js on Railway.
Snabbgrund — Foundation and ground work specialist. Platta pa mark, crawl spaces, drainage.
Staketmastaren — All things fencing. Wood, metal, glass railings.
Hemstadning Nynashamn — Cleaning services. Move-in/out cleaning, office cleaning, window washing.
Son och Far — Painting and wallpapering. Interior and exterior. A father-and-son brand.
Apex Studio — Architectural design and visualization. 3D renders, blueprints, building permits.
Bygglog — A construction project tracking tool for managing timelines and budgets.
Tech Stack
- Frontend: HTML5, CSS3, Vanilla JS (no frameworks needed)
- Backend: Express.js (Node.js)
- Hosting: Railway (primary), Netlify (static sites)
- DNS/CDN: Cloudflare (proxy, SSL, caching)
- Version Control: Git + GitHub
- CI/CD: Railway auto-deploy from main branch
- Domains: .se TLDs via Svenska Domaner
Why No React/Next.js?
For local service businesses, you do not need a SPA. You need:
- Fast load times — Vanilla HTML loads in under 1 second on 3G
- SEO-friendly — No hydration issues, no JS-dependent rendering
- Easy to maintain — The client team can edit HTML directly
- Cheap to host — Static files on Netlify = free tier forever
The only exception is Totalbyggarna which uses Express.js for server-side rendering and dynamic form handling.
SEO Strategy: Why 7 Sites Beat 1
Each site targets its own keyword cluster. Google treats each domain as an authority for its niche. The cross-linking between sites creates a natural link network that boosts all properties.
For example:
- staketmastaren.se ranks for "staket stockholm" and "bygga staket"
- hemstadning-nynashamn.se ranks for "hemstadning nynashamn"
- apexstudio.se ranks for "arkitekt nynashamn" and "3d visualisering"
- snabbgrund.se ranks for "grundlaggning" and "platta pa mark"
Key Takeaways for Developers
- Do not over-engineer. Vanilla JS is fine for 90% of business sites.
- Multi-site is better than monolith for businesses with diverse services.
- Railway + Cloudflare is an excellent free/cheap stack for Node.js apps.
- Local SEO is a completely different game from general SEO.
- Cross-link your properties — it helps all sites rank better.
What is Next
We are currently building Bygglog into a full SaaS tool for construction project management. If you are interested in the technical architecture of that, let me know in the comments!
Have you built multi-site architectures for local businesses? What was your experience? Drop a comment below!
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