A Praia do Rosa Site Built to Convert in Season

The problem

The client came asking for a redesign. What they actually had was a site that had been done as a favor, built in Wix, four years out of date, and never touched since. The visual language was generic, the navigation was confusing for what should have been a simple flow, and SEO had never been part of the picture. They did not know any of that yet.

Part of the work was showing them the real problem before solving it. Being online was not the same thing as being found.

The decision

I rebuilt the identity from the existing Praia do Rosa logo, extending it into something that matched the actual place: natural, organic, light rounded strokes, and subtle gradients that speak to a younger audience with real visual taste. Not a generic beach-town template, but a site that feels like Rosa feels.

The platform move from Wix to Framer brought the PageSpeed score from 60 to 95. Performance was not a nice-to-have — slow pages cost rankings and lose visitors who came through search.

SEO was treated as a content problem. I restructured the HTML semantically and rewrote the home page copy around the searches people actually run when planning a trip to the area. No keyword stuffing, no checklist. Just structure that made the right intent findable.

The outcome

In its first season, the site brought in 7,000 unique organic visitors. Praia do Rosa has a population of around 8,000 people. The entire destination was being searched and found at a volume that matched the place itself.

All of it came through direct organic search. No paid traffic, no campaign.