Karlskroona.ee homepage

The problem

Karlskroona sells fresh produce across Estonia year-round — to retail chains, food service and resellers. Their old website no longer carried that work.

The range could not be presented properly: products could not be browsed by category, and no product could show its description, origin or availability. News, campaigns and seasonal offers could not be published by the team itself — every change meant waiting on someone else. Sales inquiries arrived by accident and went unmeasured.

Karlskroona's Head of Marketing & CRM, Kirsi Altjõe, gathered the expectations into a 13-point brief: a manageable mini-banner and pop-up, news as a blog, a product catalogue with detail views, contact management, a newsletter, SEO and GEO visibility, analytics, and bilingual content.

The goal was singular: a website the Karlskroona team can operate themselves, every day.

The approach

We started from a public demo on a preview address, so the client could see where the site was heading before committing. We walked through Kirsi's brief point by point and said plainly what fit the base build and what was a separate module.

We built on Laravel, with Filament as the CMS — so every block sits in the team's own hands: - A product catalogue by category (stone fruit, vegetables, berries, herbs, exotics, citrus, salads) with detail views: description, origin, availability, related products - A "Request a quote" inquiry from every product page — the sales contact is captured where the interest appears - News as a blog, with the latest items surfacing on the homepage - Header mini-banner and pop-up banner: on/off, scheduling, target pages, text/image/CTA - A contacts page with CMS-managed people, FAQ blocks, partner logos and an EU funding section - A newsletter form with GDPR consent, feeding subscribers straight into Mailchimp - Bilingual Estonian/English, cookie consent and spam protection on forms

Three modules were added on top of the base, approved by the CEO in a single email: 1. AI/GEO visibility — Schema.org structured data (Organization, Product, FAQ, Article) so the content is legible both as Google rich results and to AI assistants 2. Advanced analytics — GA4, Tag Manager and Search Console with events: inquiries, phone calls, email clicks, CTAs, newsletter signups 3. Mailchimp integration

A separate investments page (investments.karlskroona.ee) was commissioned alongside, presenting Karlskroona's 20+ years of investment portfolio.

Day-to-day communication ran through a shared WhatsApp group — which kept the feedback loops short and the decisions fast.

The outcome

The new karlskroona.ee went live on 20 July 2026.

What the client got: - The full range is browsable and quotable online for the first time — a price inquiry can be sent from any product - Marketing sits with the team: mini-banner, pop-up, news and newsletter need no developer - Inquiries, calls, email clicks and CTAs are measured — for the first time it is visible where the sales contact comes from - Content is structured for both Google and AI assistants

Client feedback (Myralum feedback form, July 2026):

Margit Markvart, CEO — overall 9/10, NPS 10/10, with communication, speed, quality and value for money all rated 5/5. "Speed and communication — we had the same understanding of things." On business impact: "A more modern site, far more ways to talk about the company: a mini-banner, a pop-up option, news. And analytics on top."

Kirsi Altjõe, Head of Marketing & CRM: "Compared with what came before, the new site is considerably more modern and more versatile, and it offers a number of new possibilities, from improved functionality through to deeper analytics. The new solution supports Karlskroona's day-to-day work and helps us reach our business goals more effectively."

We are not publishing traffic or inquiry figures yet: analytics were installed at launch and the first meaningful measurement period is still accumulating. We will extend this case once the data is in.