A new website for the fish van that covers all of Skåne
Fiskhandlaren in Hörby got a new website built from the ground up, a custom CMS that emails and texts customers when the fish van is heading to their town, and SEO work so that anyone searching for a fish van in Skåne ends up in the right place.
Visit the site →Before
Fiskhandlaren delivers restaurant-grade frozen fish and seafood by freezer van, from Hörby and Höör out to Malmö, Lund, Kristianstad and Ystad. The business runs on the customer calling and Fredrik picking up. So the website has to do three things fast: show what is in the van, show that the van comes to your town, and get you to pick up the phone. And it has to show up when someone in Skåne searches for a fish van.
What was delivered
- New website built from the ground up on fiskhandlaren.se
- New CMS with email and SMS sending to customers
- Delivery notices per town and village: the customer knows when the van is coming
- AI chat that answers product questions and sends leads (separate case)
- AI-assisted UI and UX review for a higher click-through rate
- Product range with prices and a downloadable price list
- Delivery towns across Skåne spelled out on the site
- Recipes and FAQ
- Tracking set up, SEO audit, content and internal linking
- Meta texts written around what customers actually search for
What we built
We built a new website from the ground up. The range is split into fish, seafood and breaded, with price per kilo and per portion, and the full price list can be downloaded as a PDF. The delivery towns are spelled out, from Helsingborg in the west to Simrishamn in the east. The phone number sits at the top of every page, so the call is never more than one tap away on mobile.
Behind the site sits a new CMS that does more than swap text. Fredrik enters which towns and villages the van is heading to and when, and the system handles the sending: customers get an email and a text about when the fish van reaches their town. A few clicks, and the whole town knows it is time to make room in the freezer.
Then came the SEO work, done the same way as for Delco. Tracking went in first, so we can see what people search for and what they do on the site. After that an audit, content put in order, and internal linking between the range, the recipes and the delivery towns. The meta texts were written around what customers actually search for. That is why the home page is called fish van with free home delivery in Skåne, not something only the industry says.
The recipes and the FAQ page are not filler. They answer what people wonder before they call, and give Google more reasons to show Fiskhandlaren.
AI has been part of it all the way. We used AI to go through and sharpen the site from a UI and UX perspective: what the visitor sees first, where the eye goes and what makes someone click on. That has raised the click-through rate. The autonomous chat on the site then takes over, holds the conversation, qualifies leads and makes sure no question is left lying around.
Services in this case