Ampy began with one local site in Solna and a plan for a handful more. What those sites taught, about how people look for an electrician and about the tools the sites were built on, became the national platform. The same person has built and run all of it since April 2025.
Nobody in that house searches for a national electrical group. They search for an electrician in Täby, and they give each result a few seconds to prove it is actually local: a number, an address they recognise, reviews from streets nearby.
That was the whole brief in April 2025. Ampy wanted to be the local electrician in the towns around Stockholm, and the plan was a site per town, each one convincingly local: Solna first, then Täby, then Sollentuna and the towns after it.
Behind every enquiry sat a second problem. Batteries and EV chargers have model numbers and prices. Fitting them does not, because no two consumer units, cable runs or properties are the same.
The town sites worked, and the plan changed. By October 2025 the business wanted one national site that could sell a product range and still reach every town, and what the town sites had taught decided how it would be built.
This is for you if your customers choose by location and your work can only be priced after a visit.
Each town got its own site, on a domain with the town in the name: one design, one speed recipe and one set of content, a town hub, neighbourhood pages, service pages, a local blog and local trust blocks. Each site keeps its own reviews and its own enquiries. A new town is content and configuration, not engineering.
On ampy.se, publishing a place creates its four town pages, one for each core service. Drafting, trashing or restoring the place does the same to its pages and its towns. That is how one platform carries 224 location pages across 56 places, and how pages like that stay useful rather than thin is written up in the location pages guide.
Twenty-six products carry codes on one naming pattern, colour swatches and typed specifications, published with their availability, seller and price validity. We chose not to put a price on installation work: it carries no invented “from” figure, and a product priced on request carries no offer at all.
A battery calculator that sizes a system and models the payback, a wallbox calculator, an energy calculator, an LED calculator, a consumer unit check, Eljour, and Elkollen, which tells a homeowner which electrical jobs Swedish law reserves for an authorised electrician. Each is built the same way, with all of its copy in fields, edited like a page rather than redeployed like an application.
The quote form on about 165 pages sends each visitor to the right form for the page they are on. It asks for the address with autocomplete and takes a phone number in one format, country code first, so the office can act without a second call.
One generator writes one structured-data graph: the business as an electrician with its service area and five core services, a profile for each person, a named reviewer on every article, and each tool described as an application. The SEO plugin’s own markup is switched off, so nothing contradicts it. Reviews and the electricians’ certifications are rendered on the server, never left to a widget that might load late.
Every page except the calculators takes its copy from typed fields. A guide inside the admin explains each content type, with help under every field. Every upload becomes a WebP at most 2,000 pixels wide with its metadata removed, location included: a 3.9 MB phone photo comes out at 115 KB.
Since June 2026, ampy.se and its core internal applications run on a dedicated server, hardened before anything moved onto it to the base standard BespokeForge uses on the servers it runs:
More sites kept every town local and multiplied every dependency. One platform with generated location pages kept the reach and lost the weight.
A cart would have forced a price onto work nobody had seen.
A crawl in September 2026 found a unique title, description and heading on all 224. What they needed was better content, not fewer pages.
Dated, in the order it happened. Every entry comes from the record of the work.
Lessons from the work itself: what happened, what it taught, and what Ampy has because of it.
One engine, repainted per town, made a new town a matter of content and configuration rather than engineering. The same property means a fault in the engine is a fault in every town at once, and an update lands everywhere together.
Reuse and blast radius are one property. Whatever makes a fleet cheap to grow makes it expensive to update carelessly.
Updates to the town network are made by hand and checked against the live sites, never left to run on their own.
Running near-identical town sites showed where the weight sat: in the page builder, its add-on and the plugins around them. They moved on their own schedule, so an update landed on every town at once, and every improvement had to be made once per site.
Lean is not the same as light. A builder can be run lean and still carry its own weight onto every page.
ampy.se is one national site on Bricks, with its logic in code and its copy in fields, and every change is made once.
The structured data promised delivery in ten days while the FAQ on the same page said three weeks. Search engines read the first; customers read the second.
Structured data states only what the page shows. Anything more is a promise nobody on the page made.
Battery delivery in the markup reads 14 to 28 days, the same as the "2 to 4 weeks" on the page, and a product priced on request carries no offer.
ampy.se launched in spring 2026 with the product range, the tools and the location pages. The speed work carried on: in May a pass halved the HTML.
Speed is kept, not delivered. Every new page type and every new tool is a new chance to get slower.
Desktop Lighthouse measures 96 to 99 from three European regions, with no layout shift in any of nine runs (October 2026).
The move to a dedicated server meant a fresh machine, open by default, about to receive a live site and its applications.
Hardening after the fact leaves a window where live data sits on an open machine, and every change made after the move risks breaking something live.
The server was held to the base standard before the first site moved: key-only sign-in, a firewall that admits only the CDN, nothing internal exposed.
Three times a deploy reported success while the live site kept the old code: once from a folder that had not been updated, once from cached code files, once because version strings were stripped under long browser caching.
The exit code says the deploy ran, not that it arrived. Check the file the server actually sends.
Every deploy is checked against what the live site serves, file by file.
A staging copy starts as a copy of the live site, and with it come the live site's addresses and its ways of reaching the live cache.
A copy that can reach production will, one day, by accident.
Staging is an isolated clone: its own addresses, hidden from search, its own cache, and no way to clear the live one.
Elkollen kept its answers behind clicks. On the screen it read as a full guide; in the page a crawler reads, it was a few lines.
A crawler renders JavaScript and never presses a button. Anything behind a click is, to search, not there.
Every job in Elkollen has its own readable page, and the tool looks exactly as it did.
Browser traces showed long stalls on ampy.se. The stalls were packet loss on the measuring machine's own connection; the CDN's own timing showed the server answering quickly.
Before blaming a server, measure from the CDN's side and against a control host.
Speed figures come from the CDN's timing and public runs from three regions, never from one machine's trace.
A change to the phone field reported success on every town site. Copies of the forms kept in shared widgets meant three forms on each site still had the old field.
Verify against the rendered page, not against your own write.
Every change to the town sites is checked on the live pages it touches.
Nightly copies are only a hope until one has been put back and compared with the original.
A backup nobody has restored is a guess about a backup.
Nightly encrypted copies of every server are kept away from it, and restore drills come back identical, byte for byte.
The minimum TLS version sat at the CDN's default, 1.0, on every zone. That holds an SSL Labs grade at B however well the rest is set up.
A default is a decision somebody else made. Read them, and change the ones that cap you.
TLS 1.2 is the minimum on ampy.se and the town zones, and SSL Labs grades every Ampy domain A+ (4 October 2026).
We would build the town sites the same way again. We would not build the flagship on them.
Where it stands now
The town sites answer for their towns; the national site carries the product range, the tools and the location pages. Measured, with the method beside each figure.
“In February 2025 I posted on Reddit about a problem. We wanted a website for every location we serve, but we didn't want to build each one from scratch. We needed one template we could reuse, keep consistent and keep secure, without it costing a fortune.
Chris read the post and emailed me. On our first Google Meet he walked me through a complete technical plan, and he didn't ask for anything in return. We started working together in April 2025.
He built that template. He started with a local site for one of our service areas in Stockholm, Sweden, then rolled it out to our other locations. What we learned there went into ampy.se, our flagship site, and he has run it ever since. Our designers work in Figma, and Chris builds their designs one to one. Today he runs our entire web infrastructure, including our servers and our data system.
Chris doesn't work like a contractor waiting for tickets. He works like a technical partner. He raises problems before we ask, he has hit deadlines I thought were impossible, and he treats our business as if it were his own.
Nothing is locked up with him. Everything he builds is ours. It runs on our own servers, it's documented in our own knowledge base, and we hold every key and login. That's a big part of why we trust him with the parts of the business that can't go down.
I've run several businesses, including a web agency, and people like Chris are rare. He combines high integrity with deep technical knowledge, clear communication and a strong work ethic. We value him enormously.
If you need someone to build your web infrastructure and then stay and run it, Chris is your guy. He built ours, and a year and a half later he's still here running it. The way things look today, he'll be with us for many years to come.”
The technical detail behind this work, written up in full.
The first step
A short conversation first, to work out which of the two routes you are on and whether this is a problem BespokeForge can solve. The audit is the paid step that follows, and what it produces is yours whether or not anything comes after it.