Alero

From inspiration to a qualified consultation in four questions: conversion design for a service business.

Client: Self-initiated
Sector: Architecture & interiors
Market: Spain (concept)
Role: Strategy, UX, art direction, front-end
Timeline: 2026
Scope: Offer design · Lead form · Interactive model

Service sites usually end in a “contact us” form nobody fills in. Alero sells a low-risk first step instead (a two-week feasibility study at a fixed price) and qualifies leads with four questions and a promised reply time.

Self-initiated concept. Brand, products and prices are fictional, built to test ideas I bring to client work.

Outcomes

4questions to a qualified lead

48 hreply promise on the form

1fixed-price entry offer

A first step that feels safe

“A yes, a no or a how” in two weeks, at a closed price. The offer does the persuading, so the copy doesn’t have to shout.

Alero · alero.studio/servicios — Fig. 01Services, one per line, with the entry offer last.

Show, then ask

An explorable model of the house and plan-to-photo comparisons build desire; the form arrives only when the visitor has seen enough.

Alero · alero.studio/proyectos — Fig. 02Plan-to-photo projects and the mobile view.

Alero · alero.studio/movil — Fig. 02Plan-to-photo projects and the mobile view.

Design decisions

The system behind the screens

Mediterranean architecture is about shade, lime and patience. The site uses an architect’s tools (grid, dimensions, paper grain) as its visual language, so trust comes from rigor.

Color

#F1EADC Lime Background 12.9:1 · AAA

#E5D9C3 Lime shade Bands 11.1:1 · AAA

#B5573A Clay tile Actions, italics 4.0:1 · AA large

#1F3B63 Indigo Painted joinery 9.4:1 · AAA

#6F7342 Olive Gardens, patios 4.2:1 · AA large

#2B231D Ink Text, dark bands 12.9:1 · AAA

Colors of a whitewashed house: lime walls, clay roof tiles, indigo window frames, olive in the patio.

Typography

Fraunces300 · -0.03em

Del plano a la sombra

DisplayA soft, slightly wonky serif, handmade like lime plaster.

Inter Tight400 · 0

Estudio de solar, normativa y presupuesto.

BodyCompact and precise for technical promises.

JetBrains Mono450 · 0.06em · caps

39°34′N 2°39′E · 12 h luz

Dimensions · coordinatesThe language of plans.

Grid & spacing

Columns: 12
Max width: 1600px
Gutter: 24px
Base unit: 8px

104

A visible grid toggle lets visitors see the same structure the studio designs with.

Decisions, and why

01
Sell a fixed-price first step

WhyA two-week feasibility study is easier to say yes to than a house.

Instead of~~“Contact us for a quote”.~~
02
Four questions, then a call

WhyQualifies the lead and sets the agenda of the call.

Instead of~~A 14-field form.~~
03
Reply time promised on the form

Why“48 hours” removes the anxiety of sending into the void.

Instead of~~Silence after submit.~~