Bel Fiore Pizza Catering

Project overview

A hand-built static site — no framework, minified assets, WebP imagery — for a wood-fired pizza catering business with 30 years of Neapolitan craft behind it. Dedicated landing pages for each Sydney region and each event type, a single clean LocalBusiness schema graph across all 21 pages, and Search Console warnings closed one by one.

The challenge

Bel Fiore bring thirty years of Neapolitan wood-fired pizza to events across Sydney, competing in a market where the searches are relentlessly specific: not 'pizza catering' but pizza catering in Camden, on the Northern Beaches, for a wedding, for a corporate lunch. They needed a site that could hold a page for each of those searches, load instantly on mobile at a venue, and be maintained without a CMS or a monthly platform fee.

What we did

• 1Hand-built static HTML and CSS with no framework — assets minified through clean-css and terser, images re-encoded to WebP from the original photography and sized for mobile
• 2Ten landing pages targeting how people actually search: by region (Camden, Inner West, Eastern Suburbs, Hills District, North Shore, Northern Beaches, Western Sydney) and by event type (weddings, corporate, private parties, pizza parties)
• 3Structured data rebuilt from scratch: the duplicated and conflicting JSON-LD blocks were removed and replaced with a single LocalBusiness @graph per page, with FAQPage markup added across all nine event and location pages
• 4Third-party weight stripped out — the Klaviyo script removed from all 21 pages, Google Analytics lazy-loaded to take 63 KiB of unused JavaScript off the initial load, and a forced reflow in the FAQ accordion fixed by caching elements and batching reads before writes
• 5Search Console warnings closed one at a time — schema, title length, text-to-code ratio and internal linking — followed by a WCAG AA contrast fix in the service-areas section
• 6An editorial blog and an llms.txt so the site is quotable by both search engines and AI assistants

The results

Services delivered

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Summary

Not every business needs a framework. A catering company with twenty-one pages and a stable menu is better served by static HTML it will never have to migrate, upgrade or patch — the budget that would have gone to a CMS went into landing pages that match how people search instead. The gains here came from removing things: a marketing script nobody used, an analytics loader blocking first paint, and three years of accumulated structured data contradicting itself.