Case 1 · As-built documentation and drafting · United States
MeasuredPlan
MeasuredPlan measures existing buildings on site and draws them: as-built drawings, floor plans, square-footage reports, permit-ready construction drawings and lease exhibits, across western North Carolina.
The logo, brand book and website bewsti created for MeasuredPlan are exactly what we hoped for. We sent our brief in a single email, and within a few weeks everything was ready. The process was straightforward from start to finish, and we were impressed by both the quality of the work and how quickly it arrived. Our whole team is delighted with the results. If your business needs a brand and a website, talk to bewsti.
At a glance
86.8%
The photos on the projects page are 86.8% lighter.
2,077,562 bytes to 273,922 bytes, at the 400-pixel size the grid shows.
139 and 176
139 email addresses and 176 phone numbers no longer sit in plain text for spam robots.
139 and 176 to zero across 48 built pages.
4.53:1
The brand red now clears the readability minimum on dark backgrounds.
3.05:1 to 4.53:1, against a minimum of 4.5:1 for text.
What the business does
MeasuredPlan measures existing buildings on site and draws them: as-built drawings, floor plans, square-footage reports, permit-ready construction drawings and lease exhibits, across western North Carolina.
What was wrong when we started
- Project images were authored at 1400px because the detail pages show them large, and the grids rendered the same files in cells about 400px wide. Roughly 3.5 times more pixels than any visitor displayed.
- The build was serving 139 plaintext email addresses and 176 raw chat-app phone numbers, which is exactly what mass harvesters look for.
- The brand red measured 3.05:1 on the dark bands, below the 4.5:1 floor for text.
- The third most-seen page on the site had 128 impressions and zero clicks at average position 40.
The numbers
The type is set at about 17px with a 1.65 line-height because the people who commission as-built drawings are often not young, and a phones-only rule lifts the smallest labels by 8.6% to 13.3% while leaving the body copy alone, because the body copy did not need it.
2,077,562 bytes to 273,922 bytes, 86.8%
Projects page image payload at the 400w tier.
139 and 176 to zero
Plaintext email addresses and raw chat-app phone numbers in the built output.
3.05:1 to 4.53:1
The brand red on the dark bands, before and after adding an ink-only variant.
128 impressions, 0 clicks, position 40
The renamed URL at the search performance baseline, three months to August 19, 2026.
106.25% root font size, 1.65 body line-height
The reading setting, chosen for older customers as a stated requirement.
The logo
- ink
- muted
- stone
- paper
- red
The colors, by name and value
- ink #0B1726
- graphite #20262C
- muted #4D5762
- line strong #838D97
- line subtle #D6D3CB
- stone #ECE9E1
- cad mist #EEF1F3
- paper #F7F5F0
- red deep #A5192F
- red #C21F3A
- red tint #F8E9E9
Eleven named colors, read out of the project's own stylesheet.
What we decided
A second red was added to the brand rather than lightening the first one.
Why
#C21F3A is correct on the paper canvas and measures 3.05:1 on the ink bands, which fails. #DF4B57 exists only for ink backgrounds and measures 4.53:1. A color was added because a number said the first one was unreadable.
A URL was renamed on the evidence of the query log.
Why
The searches reaching one service page were English villages: Blockley, Ellistown, Bakers Hill, Coalville, Hessle, Eccles, Arkesden, and about twenty more. Its address used the British name for this work. The American term is as-built, and the British phrase appeared nowhere in the page copy, so the address was the only thing telling search engines this was a UK business. It moved to /services/as-built-drawings/ and the old URL was kept alive as a redirect. The success criterion was written down in advance and inverted: judge it on clicks, not impressions. Losing 128 worthless impressions is the intended outcome.
Rejected: leaving it, on the grounds that 128 impressions is traffic. It was not traffic, it was the wrong country.
A speed tweak was removed after it shipped.
Why
content-visibility:auto skipped off-screen rendering and also suppressed the scroll-reveal on mobile, so headings stayed invisible. The gain was negligible on a site this size and correctness wins. The note is still in the stylesheet so nobody re-adds it.
Six page titles were rewritten on a position comparison.
Why
Pages whose title named Asheville averaged position 16. Pages saying western NC, or carrying no location, averaged 44. The conclusion in the file is one sentence: nobody searches "WNC".
What they own now
- The repository, the domain and the deploy workflow
- A written project guide that states the palette, the type scale and the rules that are not to be reinterpreted
- A search performance baseline with four findings and a stop rule attached to each
Yours, next.
See how your home page reads to a customer.