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Client: KanalGenie AG
Redesign, SEO, GEO and Google Ads for a drain and pipe specialist with sites in Brüttisellen and Geroldswil. With a five-step appointment request and WhatsApp branch, a 24/7 emergency page, 41 town pages, glossary, magazine, careers with application upload and cleanly separated conversions for form and call.
Case study
KanalGenie cleans, surveys and renovates drains and pipes and is reachable around the clock for emergencies. Anyone with a blocked pipe searches on a phone and decides in seconds. The site had to separate emergencies clearly from planned jobs, let customers choose the contact channel they actually use, and be found for two locations in the Glattal and Limmattal. And Google Ads needed to know which clicks lead to inquiries and which to calls.
We completely redesigned the website: dark, with a cyan accent, real job photos and clear, cheeky copy. The emergency page leads straight to the phone. For planned work there is a five-step appointment request: request type, contact channel, preferred date in a custom calendar, time slot and contact details. If the customer chooses WhatsApp, a link opens with pre-written text including the request; for emergencies the flow recommends calling. The team receives every inquiry as a designed email with a "confirm appointment" button that opens a ready-made confirmation to the customer. The thank-you page is the Google Ads conversion goal, and every click on a phone number is reported as a separate call conversion. On top come 41 town pages for both locations, six service pages, 45 glossary terms, 18 magazine articles and a careers page with CV upload.
Architecture
The building blocks behind KanalGenie AG and how data flows between them.
Site structure
Flow
Customer
The customer searches for drain cleaning in Dübendorf or a blocked pipe and reaches KanalGenie via an ad or town page.
Customer
In an emergency the emergency page leads straight to a call. For planned work he opens the appointment request.
Customer
He chooses request type and channel. Online, he enters preferred date, time slot and contact details.
System
He lands on the personalised thank-you page and receives an acknowledgement. Google Ads counts the inquiry as a conversion.
Business
KanalGenie clicks "confirm appointment" in the email and sends the prepared confirmation.
Step by step
Real screenshots along the flow.
From the homepage via service and town page to the emergency page, captured on the live site.
Step 01 / 04
All steps
"Blocked? We're already on our way." Below it two large buttons: request a quote or call directly.
Each of the six services has its own page with a quote button and phone number in the hero.
One of 41 town pages with its own copy about the area and the same two paths: quote or call.
For backflow or flooding only the call counts: the emergency page puts the number front and centre, large and tappable.
Swipe sideways for the next step.
The funnel behind "Request a quote", desktop and phone mixed. Captured up to just before submitting; contact details are sample data.
Views with customer data show sample data or are redacted.
Step 01 / 05
All steps
Eight tiles for the services plus emergency and "other". One click, then continue.
WhatsApp, phone or online appointment. WhatsApp opens a free link with the request pre-written; nothing is sent automatically.
A custom calendar instead of a date field. The customer picks a preferred date, which KanalGenie then confirms.
Ten time slots as tiles. The choices so far stay visible as a summary at the bottom.
Address of the job site, phone and email, shown with sample data. "Request appointment" was not pressed for this capture.
Swipe sideways for the next step.
Features
Request type, contact channel, preferred date, time slot, contact details. Custom calendar up to three months ahead; selections advance automatically. KanalGenie confirms; no automatic booking.
WhatsApp opens a free link with pre-written text including the request; phone starts a call. For emergencies the flow recommends calling.
Internal notification with all details and a button that opens the ready-made confirmation to the customer. The customer receives an immediate acknowledgement.
The personalised thank-you page is the form goal, every click on a phone number a separate call conversion. The campaign sees both channels separately.
A dedicated page that separates emergencies from planned jobs and leads straight to the phone.
Towns in the Glattal, Unterland and Limmattal plus Zurich, each linked to the responsible site in Brüttisellen or Geroldswil, with a service-area hub.
45 technical terms such as spraylining or leak testing on their own pages and 18 magazine articles, plus llms.txt and webmcp.json.
Job pages with structured data and an application form with CV upload (PDF or Word, up to 8 MB) that reaches the team by email.
Strict content security policy, HSTS, redirect to a single domain and structured data for both locations, services, jobs and articles.
Mobile
Swipe sideways for more views.
Screens
FAQ
Solutions
Work
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