TANNERS LANE.
Two studios, one brand, and a predecessor that had to be taken down. We rebuilt Tanners Lane as a dark, cinematic single-scroll site with genuinely separate Corby and Kettering pages, an advice library written for the questions people actually type, and eighteen redirects catching everything the old site left in Google's index.
THE SHAPE OF IT.
( 01 — WHAT WAS SHIPPED )The old site had to come down. Everything Google knew about the business was pointing at it.
Tanners Lane run premium sunbed studios in Corby and Kettering. The previous site was a WordPress and WooCommerce install that was removed — but its pages were still sitting in the index, still collecting clicks, and still the first thing a search for the brand turned up.
The second problem was that two studios is not one business with two addresses. Corby and Kettering have different streets, different opening hours — Kettering closes on Sundays, Corby doesn't — and their own separate registration accounts. A single site that blurred them would send people to the wrong door.
And there is nothing to check out. Courses are bought in the studio, not online, so the site is not a shop. Its job is to answer the question someone is actually asking at 11pm — how long, how often, is it safe, what do I wear — and then get them registered before they arrive.
THE APPROACH.
( 03 — FOUR DECISIONS )Cinematic, but switchable
A dark single-scroll build with scroll-driven type and parallax, because a tanning studio sells atmosphere before it sells minutes. The motion is driven by GSAP and smoothed with Lenis — and it checks the visitor's reduced-motion preference globally and again inside each component, so the whole thing degrades to a still, readable page rather than breaking.
Two studios, kept honestly apart
Corby and Kettering each get their own page, drawing address, opening hours, phone number and registration link from one shared source so they cannot drift. The ten surrounding towns get pages too — and each one names the real studio that serves it, with the distance and the drive. No invented local address for a town the business isn't in.
An answer for every question typed
Twelve advice guides, written properly: first time on a sunbed, skin types and tanning times, how often, how long a tan lasts, tattoos, vitamin D, what to wear. Each one is a real page with its own article and FAQ structured data — long-tail search intent met with something worth reading rather than a keyword page.
Register online, buy in store
The call to action is “register online”, never “book now”, because that is how the business actually works — registration goes to each studio's own account, and the course is bought at the counter. Writing the button honestly is the difference between a warm arrival and a confused one.
THE SITE.
( 04 — LIVE ON TANNERSLANE.CO.UK )
UNDER THE BONNET.
( 05 — HOW IT'S BUILT )Statically exported
Next.js and React, exported to static files — no server rendering per request, no database, nothing to exploit at runtime. The failure mode of the old site is not available to this one.
Reviews baked at build
Google reviews are fetched once at build time and compiled into the site, so visitors never wait on a third-party call and no tracking script rides along with the ratings.
Locked down by default
A tight content security policy, HTTPS enforced with long-lived HSTS, camera, microphone and location switched off at the header, and the Google map behind a click-to-load consent gate rather than embedded by default.
The old URLs still land
Eighteen 301 redirects map each leftover WordPress and WooCommerce path to its closest current page, so the link equity transfers and nobody arrives at a dead end.
The advice library is the engine. It gets fed.
Each guide is a separate way into the site, and the search terms they attract show which question deserves the next one. The same is true of the area pages: as enquiries come in from towns that aren't covered yet, the list grows. Nothing here needs a redesign to expand — it needs writing.