New domain, built from zero. A WordPress site for a service that sounds too good to be true (free attic insulation, government-funded) and needs to feel like it isn’t.
Web: aislame.es
Adame Consulting launched Aislame.es to offer attic insulation through Spain’s CAE programme, a government-backed energy efficiency scheme that covers the full cost of the work for eligible households. The service is real. The funding is real. The problem is that none of that sounds real on a first read.
The brief was a website on a brand new domain, with no existing audience, no SEO history and no track record to lean on. It had to do one thing well: get the right people to ask if their home was eligible.
Free is a difficult word online. Put it next to home improvement and most people read scam before they read offer. That was the design problem underneath everything else.
The whole site is built around lowering that suspicion. Not by softening the message, but by giving the visitor enough verifiable detail to make the decision themselves.
The rule was simple: every claim on the page has to be backed by something the visitor can check.
Authority over polish. The government programme reference, the ministry name, the legal note about LOPD compliance, the climate-zone map from datos.gob.es. None of it is buried in a footer. It sits inside the main flow, in the exact spot where the visitor is most likely to ask “is this real?”.
Diagnosis before pitch. The primary CTA is not “Book now” or “Get a quote”. It is “Am I eligible?”. That single shift changes the tone of the whole site from selling to qualifying, which is the relationship the service actually requires.
The visible no. Eligibility is restricted by climate zone, building age and attic size. Instead of hiding the limits, the site states them on the homepage. Filtering out the wrong leads is a feature, not a problem.
Calm visual language. The sector defaults to high-contrast warnings and construction imagery. We used warm earthy tones, real photography of insulated attics, and generous whitespace. The visual register matches a service that already feels stable, not one that needs to convince you it is.
Aislame works with three different audiences: individual homeowners, comunidades de vecinos and ayuntamientos. Each one has a different decision process and a different vocabulary.
I built three dedicated entry pages from the navigation, so each audience lands on a page that speaks directly to them. Same brand, same backbone, three different rooms to walk into.