New Paint | Full renewal, plus seasonal campaigns

A site is not finished on launch day. Every season, we rebuild the shop floor.

We handle the full website renewal and ongoing operation for New Paint (formerly Imaizumi Paint), an exterior wall and roof painting specialist in Shiogama, Miyagi. The site we built in Webflow in 2022 was rebuilt in 2026 on our own stack (Astro / Cloudflare Workers), and from there we moved to an operating model of building a new campaign page every season.

What this page is really about is not the renewal itself but what happens after launch.

1 | Full renewal (launched July 2026)

The old site had 16 pages. All 89 images had empty alt attributes; canonical tags, structured data and OGP were absent; a misspelling remained in a URL; and every page footer linked to a page that was not published. We rebuilt it as 71 pages.

• All five pricing plans published in full, tax included, with scaffolding and pressure washing shown as separate charges exactly as the disclosure rules require
• 19 completed jobs published with before/after images, the paint and color used, and the price
• A coverage table for all 35 municipalities in Miyagi, plus area pages for the seven priority areas
• 22 explainer articles written by the tradespeople themselves (salt damage, how to spot shoddy work, paint comparisons, market rates, subsidies)

On Lighthouse mobile it scores Performance 93–94 / SEO 100 / Accessibility 100 / Best Practices 100. Contrast was machine-measured across all 62 pages and brought in line with WCAG AA.

2 | Search results (as of August 2026, measured in Search Console)

Eight days after launch, the site ranked #1 in organic search for 塩竃 外壁塗装 (exterior wall painting, Shiogama), and also appeared in the local pack. It also ranked 2nd for “roof painting” and 3rd for “roof painting, Shiogama City”, and held an average position of 8.8 for “exterior wall painting, Shiogama City”. The local long-tail terms came up first.

Since then we machine-match the “People also ask” questions in Google’s results, sort them, and write new articles only for the gaps the existing pages do not answer. The parent page covering the whole prefecture, once a 1,518-character link list, was rebuilt at 8,825 characters.

* Search rankings fluctuate. The figures above are what we confirmed in Search Console at the time.

3 | Seasonal campaign (Obon, August 2026)

This is the part we do every month. We produced a dedicated page timed to Obon, plus an announcement banner shown across every page. It speaks to families home for the holiday — take a look at your parents’ exterior walls while you are there — with a countdown making clear that inquiries are open for a set period. Because it reuses the existing site’s design language, no single page sticks out.

The discount condition covers getting in touch and receiving a quote, not signing a contract. The deadline stays firm, but nobody has to commit to work worth several hundred thousand yen within four days.

You can see the page itself on the Obon campaign landing page work entry.

4 | Scope of work

Website design and build (Astro / Cloudflare Workers)
Brand design (logo, mascot, preparation of photography)
SEO and AIO/GEO design (structured data, llms.txt, AI crawler support)
Planning, production, measurement and retirement of seasonal campaign pages
Google Business Profile operation
Analytics design and monthly reporting
Platform connection for forms, notifications and the announcements CMS

What Webharu cares about

For most small and mid-sized companies, a site is at its best on the day it goes live and ages from there. Webharu does the opposite. Every season we rebuild the shop floor, add entrances that search can find, and let the numbers decide what comes next. A campaign page is the clearest form that takes.

This kind of operation is available under our Site Care Plan. If you want a site that keeps moving every month rather than one that ends at delivery, get in touch.