Angel AB case study
Delivering Calmness: How a thoughtfully designed and optimized funeral agency website helped Angel AB grow
The funeral services industry is unique — emotionally sensitive, yet also very competitive. In such an environment, every aspect of the client experience matters a lot. For many grieving families, the first point of contact with a funeral agency is their website. Angel AB funeral agency approached AABB TEAM to develop an aesthetically pleasing digital presence designed for client acquisition.
Project Background: Angel AB's Vision for Digital Excellence
Angel AB was founded in 2014 by a team united by shared experience and a common vision for excellence. In 2023 they made a strategic decision to get a new professional website. It would reflect the company’s values and facilitate further business growth.
With an already beautifully designed bureau in Riga and modern ceremonial transport, the new Angel AB website needed to match this standard of quality and beauty.
The website exceeded all our expectations — it’s not just professional, but crafted with deep sensitivity to the specifics of funeral services. During the design process, all our requests were carefully considered, with every detail thoughtfully addressed, both visually and perceptually. The team was always available, proposing optimal solutions and guiding us clearly through each stage, always understanding us perfectly. The internal system was made simple and user-friendly; now we can independently edit and add information. Particularly valuable is the ongoing rapid 24/7 support even after project launch — we know we’ll never be left without help.
Goals and Challenges: Crafting a Digital Space of Trust and Efficiency
Angel AB came to us with a good understanding that quality makes a big difference. They sought a knowledgeable partner to guide them – a team they could trust. Someone capable of building a top-tier solution for a crowded market.
Together with Angel AB, and based on our expertise, we defined the key objectives:
- Website design that helps building trust and a sense of calmness. The website needed a modern look and feel, reassuring visitors that Angel AB is experienced, professional, and trustworthy.
- Clear and accessible services information. Potential clients often visit these websites under considerable stress. Finding information and answers easily was essential.
- Flawless performance across all devices. Equally great look on all devices and working fast for great user experience and higher ranking by search engines.
- Robust SEO setup for sustainable organic traffic growth. Proper search engine optimization is a necessity for successful competition.
Our Approach
Angel AB website planning
Understanding the client's business and proper planning are the cornerstones of any project. We began with a comprehensive research into the competitive landscape. Our team analyzed 80+ funeral agency websites in Latvia to identify opportunities to stand out.
A vital part of our planning involves stepping into the shoes of the end-user. What does someone feel and need when they visit a funeral agency website? Often, they are grieving a recent loss and may be organizing a funeral for the first time. They need reassurance, clear information, and a simple process. They want to quickly decide if they can trust the agency and if it offers the services they need. This empathetic, user-centric perspective guided our design strategy.
Empathetic and Functional Design
To cultivate a sense of calm and trust, we opted for a clean, minimalist design aesthetic. A muted white background was chosen, complemented by elegant burgundy accents. Readability was a top priority, considering that elderly individuals often access these services. We selected the Lexend font, known for its excellent legibility.
Authenticity is key. Angel AB provided high-quality photographs of their agency and team. We integrated the content to enhance the sense of care and professionalism.
"Quick contact" buttons were placed on all pages, and user-friendly contact forms were embedded in key sections. Facilitation of immediate contact is vital in this industry.
Precision Development & SEO Implementation
The Angel AB website was built on the reliable and modern Bootstrap 5 framework. We developed a custom theme that aligned with the company's refined brand identity. Throughout the development process, performance and accessibility across all devices were optimized.
SEO is essential, so the development is always executed with best SEO practices in mind. We cover the basics: proper use of headings, alt attributes, and meta tags. And use advanced techniques, such as structured data and Open Graph tags. Proper SEO improves search engine visibility and helps competing effectively. Performance's role is significant too, so we make sure the website is lightning-fast. It’s not only very important for UX, but also helps ranking higher in search engines.
The project concluded with the setup of analytics and tracking tools. They enabled Angel AB to track visitor behavior and refine their marketing strategies.
The Results: A High-Performing Website Driving Real Growth
The new Angel AB website is an example of technical excellence. It's achieving perfect scores (100%) in SEO, Accessibility, and Best Practices, and an outstanding 99% in Performance according to Google PageSpeed Insights. These metrics reflect a fast, stable, and exceptionally well-optimized digital presence.
Google Page Speed Insights for angelab.lv
Angelab.lv domain was registered only in 2023. New domains can sometimes mean a slower start for organic traffic. But the strong technical foundation and adherence to SEO best practices delivered results within the first year.
The website quickly secured first-page positions in search engines for critical local keywords. This lead to a steady growth in organic traffic. Complementary paid advertising and social media traffic also yielded excellent results. Smooth user experience is fostering high engagement and effective conversion rates.
Since the launch of their new website, Angel AB has experienced significant growth. The business expanded to 5 locations across Riga and Jurmala. They continue to offer services that meet the highest standards of care and respect. Their commitment to excellence, amplified by a high-quality online presence, consistently drives the business forward.
