| Client | Vtech Solutions, Sahibabad Industrial Area, Ghaziabad (Delhi NCR). In business since 2011 |
| Industry | Authorised Jotun paint distributor and dealer (protective, industrial, fire-proof, epoxy and floor coatings) and authorised Graco airless sprayer distributor |
| Scope | Logo and brand kit, design, development, lead capture, SEO, AEO, GEO, security, a Graco sprayer range page, and a 70-article content programme |
| Stack | WordPress with a custom theme and one custom plugin. No page builder, no off-the-shelf SEO, form or security plugins |
| Live | vtechsolution.co.in |
The client
Vtech Solutions supplies Jotun paints and coatings from an office in Sahibabad Industrial Area, Ghaziabad, to factories, fabricators, builders and contractors across Delhi, Noida, Greater Noida, Ghaziabad, Gurgaon and Faridabad. It has done this since 2011. Jotun’s own India dealer locator lists the business as an authorised dealer in the protective category.
The buyers are plant managers, maintenance heads, contractors and consultants. They do not browse. They need a product, a quantity and a price, and most of them pick up the phone.
The problem
- No logo and no brand system. The business had a name and a reputation but nothing visual to put on a website, a profile or a visiting card.
- No site content. The WordPress install had no pages at all, so the home page showed a default blog listing.
- The public listings were out of date. Jotun’s dealer locator carries older contact details, and corporate listings of this kind are rarely updated quickly. The website had to become the place where the current address, phone, email and hours are correct.
- One goal: calls. The owner did not want enquiry forms to be the main path. The measure of success is a buyer who lands on the site and rings the office.
The brief
- A site that looks like the Jotun corporate website, but better, with the same colour feel. No Jotun logos or photography.
- Five strong pages and 50 blog articles aimed at industrial paint, coatings and fire-proof paint, with keywords for Delhi NCR buyers.
- One custom theme and one custom plugin that manages everything, including security.
- Real, freely licensed images in WebP only, with credits.
- SEO, AEO and GEO built in, with local SEO for the Ghaziabad office.
- The Brilad credit in the footer, written exactly as on other Brilad sites.
What we built
1. A logo and a brand kit that the whole site follows
The brand kit came first, because every later decision depends on it. The mark is a bold V cut from two slanted strokes, one navy and one red, set beside a heavy geometric VTECH wordmark with the line “Solutions ยท Jotun Distributor”. It is drawn as vector SVG in a dark and a white version.
| Token | Value | Used for |
|---|---|---|
| Navy | #0a2a66 | Logo, headings, navigation |
| Signal red | #d71920 | Call buttons and accents only |
| Slate | #4a5a70 | Body text |
| Mist | #f4f6fa | Panels and alternate sections |
| White | #ffffff | Page background |
The slanted cut of the V became the site’s signature. It appears on the hero photograph, on small label marks, under the large statistics and on the images in the story sections. Red is reserved for the thing the client wants people to press: the call button.
2. A custom theme, clean and white, built for a phone call
- A sticky call bar on every phone screen with Call now, WhatsApp and Get quote, and a Call now button in the header on desktop.
- A hero with the headline “Jotun Authorised Distributor & Dealer in Delhi NCR”, a one-line promise and two buttons: call, or request a call back.
- A statistics band (established 2011, years supplying Jotun, areas served, coating ranges), then image-led tiles for each product range, alternating story rows, a “who we supply” grid and a four-step “call to delivery” timeline.
- Separate pages for the way buyers search: Products, Protective Coatings, Industrial & Fire-Proof, About and Contact, plus the blog.
- Opening hours (Monday to Saturday, 10 AM to 6 PM IST) shown in the footer and the contact block, and carried into the structured data.
3. One plugin that runs the business side
A single custom plugin, “Vtech Core”, holds everything that would normally need five or six plugins.
- Business settings in one screen: phone, WhatsApp, email, address, areas served, opening hours and the GA4 ID. The theme and the schema both read from it.
- Call, WhatsApp and email click tracking sent to Google Analytics 4 as events, plus a lead event for the form. The events are wired in and start reporting as soon as the GA4 ID is added.
- A lead form and a leads inbox: each enquiry is saved in the admin with a status, emailed to the office with a reply-to, and can be exported to CSV. The export is protected against spreadsheet formula injection.
- Spam protection with no third-party service: a hidden honeypot field, a signed time token that rejects instant and stale submissions, and rate limits by hashed IP.
- A bulk blog importer that takes a JSON file and schedules posts on a drip, with the SEO title, description, focus keyword, FAQs and categories set on each one.
4. SEO, AEO and GEO from the first deploy
- Search intent pages and titles. The home page targets “Jotun authorised distributor and dealer in Delhi NCR”; inner pages target protective coatings, industrial and fire-proof paint, and the products themselves.
- Structured data on every page: a local business entity with address, phone, geo and hours; WebSite and page types; BreadcrumbList; BlogPosting for articles; and FAQPage generated from each article’s FAQs.
- Answer engine optimisation. Every article opens with a direct question and a 45 to 60 word answer, marked up for speech and answer extraction, so an assistant can quote it without scrolling.
- Generative engine optimisation. An auto-generated /llms.txt gives AI assistants the business facts, and robots.txt rules welcome the main search and AI crawlers.
- Local SEO. Geo meta tags, a complete NAP block, areas-served markup and city and area pages for the places buyers actually search from: Noida, Gurgaon, Faridabad, Greater Noida, Sahibabad and Meerut.
5. Speed and images
- 13 licensed photographs, each cropped for its frame and exported as WebP at two sizes (800 and 1600 px) with a proper
srcset. - Every future JPEG or PNG upload is converted to WebP automatically.
- The hero image is preloaded, scripts are deferred, the block-editor stylesheet is removed from pages that do not use it, and the site uses a system font stack, so no font files are downloaded.
- Photo credits are listed in the footer, with the licence stated, so no image carries a licensing risk.
6. Security without a security plugin
- Login lockout after repeated failures (five attempts, a 15-minute lockout), with a log of lockouts and events.
- XML-RPC off, author and user enumeration blocked on the front end, the REST users route and the sitemap, and the theme and plugin file editor disabled.
- Security headers (nosniff, frame protection, referrer and permissions policies), with HSTS available as a switch once the site is confirmed on HTTPS.
- Comments and pingbacks off site-wide, and a status page in the admin that shows what is on or off.
7. A content programme of 50 articles
The client has deep product stock and knowledge, so we turned that into a library of buyer guides. Each article runs 1,300 words or more (the shortest is 1,344 words, the longest 1,976), and each has a question-and-answer box at the top, at least one table, a “what to tell us when you call” section, five FAQs and links to the relevant service page.
| Group | Articles | Examples of what they cover |
|---|---|---|
| Jotun dealer guides | 9 | Delhi NCR, Ghaziabad, Noida, Gurgaon, Faridabad, Greater Noida, Sahibabad, Meerut |
| Industrial coatings | 10 | Supplier checklist, anti-corrosion paint, PEB sheds, zinc-rich primer, surface preparation, estimating quantity |
| Fire-proof paint | 10 | Intumescent paint, fire ratings, application, cost factors, inspection and maintenance |
| Epoxy and PU flooring | 10 | Factory and warehouse floors, epoxy vs PU, floor problems and their causes, tanks |
| Planning guide | 1 | Painting a new factory building: a step-by-step plan |
| Protective coatings | 10 | Heat-resistant paint, zinc primers, power plants, cement plants, galvanised steel, specifications |
The writing is for Indian buyers and Indian conditions: Delhi NCR summers above 45 degrees, winter smog and dust, monsoon humidity, and the industrial belts of Sahibabad, Loni, Noida, Manesar and Faridabad. We invented no prices, certifications, client names or statistics. Where a product detail was not confirmed, the article describes the coating type and says the office will confirm the matching Jotun product and availability on the call.
The articles are released on a schedule of five a day, starting with the day after launch, so the site grows steadily instead of arriving all at once.
A second product line: Graco spray equipment
Shortly after launch the client asked us to add the second half of the business, Graco airless sprayers, petrol and electric machines, putty and texture sprayers, air-powered units and grout pumps, for which Vtech is an authorised distributor. We added a dedicated Graco sprayer page grouped by use, a new tile on the home page, menu and footer links, a Graco option in the enquiry form, and Graco in the structured data and llms.txt. Twenty more buyer guides followed, on choosing a sprayer, electric versus petrol machines, tip size and pressure, spraying epoxy, PU and intumescent coatings, maintenance, safety and grouting, scheduled to publish at five a day after the first fifty. The client’s existing marketplace listing was a useful source for the model range, but we published no prices, and every number in the guides was checked against the model facts the client supplied.
How we worked
- Day 1: the brief, a review of Jotun’s own site for structure (not for assets), the client’s business details, and the logo and brand kit.
- Day 2: the custom theme, the home page and the inner-page templates.
- Day 3: the custom plugin: settings, lead capture, tracking, SEO and schema, and security.
- Day 4: the pages and copy, the image set in WebP with credits, local SEO and the opening hours.
- Day 5: the articles with FAQs and answer boxes, the import and drip schedule, and a check of the live pages for titles, H1s and structured data.
Brief to live site in five days. The client’s real details were used throughout. We added no invented reviews, ratings or claims.
What did not go to plan
- The first design looked like a template. The first theme was too rounded and too dark, and the client said so. We rebuilt it as a clean white site and drew the brand kit from the logo, which fixed it.
- The home page showed a blog listing. The install had no pages and the reading setting was left on “latest posts”. Creating the pages and setting a static front page fixed it. The “posts page” setting is blocked from remote editing, so it had to be set by hand in WordPress.
- The first import had the wrong schedule. A blog interval entered as five meant five days, not five a day. We caught it in a post-import check and rescheduled the 49 articles.
- The client’s category was narrower than the first draft assumed. Jotun lists the dealer under “protective”. We added a dedicated Protective Coatings page and ten articles after that check.
- The client dropped the decorative range after launch day. We removed the decorative tile, page copy, menu links and enquiry option, pulled ten decorative and homeowner articles, and rewrote the remaining dealer guides so they speak only to industrial, protective, fire-proof and floor buyers. The drip schedule was rebuilt around the final 50 articles.
- Stock photography is a stand-in. The images are licensed stock. They should be replaced over time with photographs of the client’s own stock, deliveries and sites.
Results so far
- A complete, branded website for a business that had none: seven page types, a logo and brand kit, and the correct address, phone, email and hours.
- Call-first conversion paths on every screen: sticky call bar, header button, click-to-call links in the body of every article, and a form that is a back-up and not the main path.
- A 70-article library scheduled to publish at five a day, each with FAQ markup and an answer box.
- Search and AI readiness on day one: structured data, llms.txt, local SEO and clean titles.
The site is new. Traffic, ranking and call numbers will be added here once Search Console and Analytics hold enough data to report honestly.
Under the hood
| CMS | WordPress |
| Theme | Custom, lightweight, mobile-first, no page builder |
| Plugin | One custom plugin (“Vtech Core”): settings, leads, tracking, SEO and schema, blog tools, security, shortcodes |
| Analytics | Google Analytics 4 events for call, WhatsApp, email and lead |
| Images | WebP, 800 and 1600 px, with credits |
| Fonts | System font stack |
| Third-party plugins | None for design, SEO, forms or security |
Need a website that gets your buyers to call, and that shows up in search and AI answers? Talk to Brilad.