ImkerPur sells honey and bee products through a JTL-Shop 5 on Strato shared hosting. The goal was visibility for product groups that existed in the shop only as an item list — without installing a plugin and without raising the shop's update risk.
Shop · subfolder · schema The shop was running. Products, prices, checkout — all in place. What was missing were pages answering the questions that come before the purchase: what is raw honey anyway? Why does it crystallise faster? Can children eat it? These questions were demonstrably asked — they are in the shop's Google Search Console. Nowhere were they answered.
The obvious solution — an SEO plugin inside the shop — was deliberately ruled out. It would have touched templates and database and been up for debate again with every JTL update. Instead, a second, independent system was built alongside the shop, under the same domain.
Each page is generated from a JSON file — a new landing page is a new file, not new code. Ratings and prices are the real values from the shop, not placeholders.
The ratings come from the ImkerPur shop and are carried over unchanged into the AggregateRating schema. They are customer reviews of the shop — not a result of this project.
Architecture, structured data, AI readability and legal guardrails — tailored for fast hosting and 0-plugin operation.
Astro generates plain HTML. The build lands via SFTP under /jtlshop/lp/ and is therefore reachable at imkerpur.de/lp/. No shop file is changed, no database touched, no plugin installed.
An llms.txt describes shop and pages for LLM crawlers. In addition, each page starts after the hero with a direct-answer block: a precise answer to the page's core question, understandable without context. This is exactly the format AI search engines prefer to adopt, because it can be quoted without rewriting.
The 27 FAQ entries across all five pages are derived from the shop's Google Search Console queries — from what people actually typed. They are not guessed and not copied from competitors.
Push to main → GitHub Actions builds → lftp uploads via SFTP. Deliberately without a delete flag: the workflow can add and update in the target folder but remove nothing from the shop.
Organization Product FAQPage The price range in AggregateOffer is calculated at build time from the actual product prices — it therefore cannot diverge from the displayed prices.
The client wanted the shop's button styling — orange with white text. The brand orange #EF8D06 does not carry white text in an AA-compliant way. Instead of refusing the wish or ignoring the rule, a dedicated, deepened button tone was introduced:
#B55E08 #3A2508 #9E5700 #FFD733 The values sit as comments right next to the colour variables in the code — traceable for anyone taking the project over later.
The owner edits the content himself through an editing mask. The mask shows meaningful field names instead of JSON — "Heading (H1)", "Benefit cards", "Frequently asked questions". Technical fields such as shop links and image files are marked "do not change" with a gear icon; creating and deleting pages is locked.
Important in practice: login runs via an email invitation. The owner needs no GitHub account and does not have to know anything about the underlying repository — a hurdle on which self-service handovers otherwise regularly fail. Access is limited to this one project and revocable at any time, there are no running costs, and after saving the change is live about two minutes later.
Images and ratings were deliberately not released for editing. Ratings must match the real shop ratings, otherwise the schema becomes incorrect — that risk does not belong in an editing mask. Every change is versioned and revertible.
The editing mask only solves the operating problem, not the wording problem. So a custom GPT was added in which the limits of food law are stored as fixed rules: Health Claims Regulation (EC) 1924/2006, § 11 LMIV and § 5 UWG — spelled out concretely as a list of impermissible phrases such as "strengthens the immune system" or "anti-inflammatory". Also fixed: no invented figures, certificates or awards.
What matters is the behaviour in a conflict. An impermissible request is neither silently refused nor implemented, but briefly explained — and immediately replaced with a compliant yet still persuasive alternative. "Write that the honey strengthens the immune system" becomes a note on the legal problem plus the suggestion: "Raw, unfiltered and never heated above 40 °C — that is how the full character is preserved."
The interesting part of a project is rarely in the proposal. These 5 points actually shaped the work:
The Strato login lands on "/", but delivery happens from "/jtlshop/". An upload to "/lp/" would have stayed invisible. The deploy target is therefore "/jtlshop/lp/" — determined before the first upload, not after the first failure.
The JTL shop's .htaccess was read before the first upload: the rewrite only applies to non-existent files. Since real HTML files sit under /lp/, the folder stays untouched — verified rather than hoped.
The common FTP deploy action was unusable because the Strato host only offers SFTP on port 22. The workflow therefore uses lftp — the same method verified manually beforehand.
The upload deliberately runs without a delete flag. The workflow can add and update files in the target folder but remove nothing from the shop — not even on a broken build.
Before the shop's robots.txt was extended with the sitemap, the original was stored under version control. A way back exists before the way forward is taken.
Real measurement results from Google PageSpeed Insights — clearly separated between lab and field data.
PageSpeed Insights, mobile mode, for a delivered landing page at imkerpur.de/lp/, measured in July 2026. Mobile is the stricter of the two measurement modes. The 100 for accessibility is the result of the contrast recalculation described above — it did not appear by itself.
Google Search Console reports "Core Web Vitals: Failed" for imkerpur.de. That value comes from CrUX field data for the entire domain over 28 days and is dominated by the JTL shop (TTFB around 2.8 seconds). It does not describe the static landing pages whose lab values appear above.
We could comfortably show only the four hundreds here. We show both, because the distinction between lab and field data is decisive for the assessment — and because a client who later looks into Search Console himself would otherwise be rightly confused. A perfect lab score does not mean the domain as a whole is fast; it means the delivered part is.
This page contains no figures on traffic growth, ranking improvements, conversion rate or revenue. The reason is simple: these values were not collected, and at the time of this case study the pages are a few weeks old — too short a period for reliable SEO statements. As soon as usable data exists and the client agrees to its publication, this case study will be extended. Invented numbers would be easier and would be worthless.
The approach is tied neither to honey nor to JTL. What is needed is your own domain, web space access and product groups people ask questions about.
Pragma-Code Support (AI) • Online