Ampy Nordic: Sweden’s most modern electrical firm

Sweden's most modern electrical firm, online

ampy.se is the flagship of Ampy Nordic, an electrical company that bills itself as Sweden’s most modern electrical firm: using in-house tooling paired with certified, employed electricians rather than subcontracted middlemen. It is a full electrical-services business. Alongside battery storage and EV charging, it offers a deep range of home and commercial electrical work, from installations, consumer-unit replacements, fault-finding and load balancing to lighting, kitchens, bathrooms, floor heating, smart-home and emergency call-out.

It serves homes, businesses and establishments alike: villas and apartments, companies and offices, restaurants and hotels, housing associations (BRF) and municipalities. Every offering is tied to a Swedish tax incentive the company administers for the customer: 50% Grön Teknik on batteries and chargers, 30% ROT on labour.

The site was built to present that whole range clearly and turn it into booked work through a solid lead pipeline, backed by real trust markers: 1000+ completed installations, a 5.0 Google rating, and a 20-plus person in-house team.

Planning and structure began in October 2025, the site went live in February 2026, and BespokeForge has operated the full stack end to end since launch.

Built with Bricks, powered by SCF

The site is a WordPress build assembled with Bricks, a developer-grade builder chosen because it produces lean, controllable markup instead of the bloat of mainstream page builders. The battery and charger ranges are not a webshop: there is no cart, no checkout, no payment. Each product, like the Dyness Stack100, the SAJ HS3 or the Zaptec Go, is a custom post type with specification-rich fields modelled in SCF (capacity, number of phases, IP rating, warranty and more), presented for comparison and leading straight to a tailored quote. SeoPress handles sitemaps and metadata, but structured data is owned by a custom class, Ampy_Schema_Generator, that switches off every plugin’s JSON-LD so schema has one authoritative source, which took validation errors from fifteen-plus to zero across a thousand-plus pages. A deep library of standards-aware Swedish articles, each attributed to a named author, editor and fact-checker for genuine E-E-A-T authority, plus a network of location pages under the banner Vi finns där du finns, builds local-SEO authority and funnels traffic toward the quote flow.

A heavy, dynamic site that loads like a static one

ampy.se runs on dedicated, self-managed infrastructure, engineered around one goal: serve a heavy, dynamic, content-rich site as if it were a static page. The defining feature is a multi-layer cache where each layer absorbs a different load: Cloudflare at the edge for CDN, WAF and DDoS protection, Varnish as a full-page cache serving HTML in microseconds, Redis as an in-memory object cache, and FlyingPress for application-level optimisation. Underneath sit a tuned web server, a modern PHP runtime and MariaDB. Repeat visits are served from cache almost instantly, while the database and PHP layer are reserved for the work that genuinely needs them: the forms and the calculators.

A suite of custom calculators and a self-orchestrating cache

The lead engine is not one tool but a suite of bespoke calculators that work as lead magnets on a shared platform. Each one lets a visitor model a real decision and hands back a concrete answer in exchange for their details. A battery-storage calculator sizes a system and computes the economics including the Grön Teknik deduction and the payback period; an EV-charging savings calculator does the same for wallboxes; an Elcentral-kollen checks a property’s electrical panel; an Elkollen behörighetskollen maps twenty-six electrical jobs to whether an authorised electrician is legally required, gated so a certified electrician signs off the matrix before launch; and an LED-lighting calculator models a lighting upgrade. They all work from live product data parsed straight from the studio’s own spreadsheets. Each is genuine custom application logic with its own backend and REST API, each renders a crawlable server-side fallback so the tools stay indexable, and each captures a qualified, pre-contextualised lead with instant webhook or email notification, so a senior electrician can call back fast.

Because the stack runs four cache layers, a naive content update could serve stale pages, so BespokeForge built a custom cache manager that cascades an intelligent purge across WordPress, FlyingPress, Varnish, Redis and Cloudflare in the right order, on every save and on a schedule, so editors always see their changes live. Every quote form and every calculator feeds a single structured intake, captured as owned first-party data ready for sales and remarketing.

Structured products and an owned lead pipeline

The site is a structured data system as much as a website, and it does it without WooCommerce. MariaDB holds content and configuration; the products live as custom post types with SCF-modelled specification fields, structuring batteries, chargers, location pages, lead magnets and campaigns; Redis caches query results. The two assets that matter most are the structured product catalogue, a specification-rich database that powers both the product pages and comparison content, and the lead pipeline, every quote and calculator session captured as owned, first-party data ready to feed sales and remarketing. Each calculator also encodes Ampy’s own sizing and payback logic as reusable business data, not just a one-off interface.

Tuned for mobile Core Web Vitals

A dynamic, content-heavy site built with a visual builder, carrying a product catalogue, a suite of calculators and a large local-SEO network, is exactly the combination that usually produces a slow page. The multi-layer cache is the structural answer, serving cached pages in microseconds, and on top of it the front end is tuned for Core Web Vitals on mobile: prioritising the hero content, deferring non-critical work below the fold, controlling layout stability, and trimming anything that blocks first render. The result is a rich, lead-generating site that still behaves like a fast one.