A well-thought-out animation tells in seconds what a paragraph can't: how a product is made, how a process moves forward, how much light a fabric lets through.
Case 02 · Travertine quarry
Cantera San Miguel.
A travertine quarry in San Juan that only had Instagram. We built it a website in Spanish, English and Portuguese that shows the stone, the five machines and the formats, and in two days it went from material sent over WhatsApp to being online.
Before and after
What changed.
Before
Just an Instagram account, “Travertino Argentino”. No website, no Google listing, and the information spread across WhatsApp photos, videos and voice notes. Each tone had three different names depending on where you looked.
Now
A website of its own in three languages: a tour of the quarry from the drone to the slabs, the three tones dry and wet, the five machines explained part by part, the formats with their measurements, the lab tests and 18 frequently asked questions.
2 daysfrom the material over WhatsApp to the website online
3languages: Spanish, English and Portuguese
5machines drawn and animated part by part
18frequently asked questions answered on the website
The challenge
Showing a quarry to someone thousands of kilometers away.
They sell to stone workshops, distributors and architects, in Brazil too. Hardly anyone will travel to La Laja to see the stone before asking for a price. The website had to show what it looks like, how it is extracted and the formats it comes in, with data the client kept confirming in voice notes.
What we found
What there was before the website.
There was no old website to review: there was an Instagram account, loose material and the way AI talked about the quarry. This is what we found.
- 01
No website of its own
Everything went through Instagram and WhatsApp. For Google, the quarry barely existed beyond its photos.
- 02
No Google listing
Neither the quarry nor Rossara Stone, its sintered stone brand, had a Google Maps listing.
- 03
Three names for each tone
In the photos the tones came in Portuguese (Claros, Intermediário, Escuro) and on Instagram they were intermedio and noche. On the website they became Light, Beige and Dark, with the Instagram name noted.
- 04
The data, in voice notes
Measurements, formats and finishes arrived as voice notes. We transcribed them and kept correcting them with the client: what the first version listed as thickness was actually the depth of the block.
- 05
AI got it wrong
Before changing anything we asked four assistants. They said Rossara was an “alliance” and not the quarry’s own brand, and mixed it up with other San Miguel quarries.
How we did it
From the material over WhatsApp to the website online.
- 01
The material
Photos, eight videos (one from a drone, almost three minutes long) and the client’s voice notes, transcribed. The videos gave us the tour and the clips of each machine.
- 02
A shared draft
The quarry reviewed it on a private link while it was being built. They picked the home page out of three options and the typeface for the titles, and kept correcting measurements and formats.
- 03
The five machines
Chain saw, diamond wire, gantry crane, 36-wire gang saw and disc cutter, drawn part by part and animated, with the real video next to each one.
- 04
Three languages
It is written in Spanish and translated at build time into English and Portuguese, with an ES · EN · PT switcher and each language version marked for Google.
- 05
The launch
Its own domain on Cloudflare, sitemap, robots.txt, canonical tags and structured data. Search Console with indexing requested and Analytics that measures every WhatsApp contact.
- 06
After going live
The next day we measured what AI answers and used it to change the website: Rossara as the quarry’s own brand and two new guides in the questions.
The experience
We design experiences, not just pages.
A website is not a brochure: it is something people use. Every animation on Cantera San Miguel is there for a reason, and here we show you which one.
Scroll, mouse or finger make the page respond. When something responds to you, you stay, explore and understand more.
Nothing moves for decoration: it guides the reading, shows the product or settles a doubt before it reaches WhatsApp. And if someone prefers less motion, the site respects that.
01
From the drone to the slab
- What happens
- The home page is a three-chapter tour that moves with the scroll: the quarry from the drone, the stone wall and the cut slabs.
- Why it works
- It shows where the stone comes from before showing a single product. For someone buying from far away, seeing the quarry face is the best proof of origin.
02
Wet the stone
- What happens
- Each tone can be seen dry or wet with a switch, and with the mouse or a finger you wet the part you touch. On a phone it gets wet on its own.
- Why it works
- Wet travertine shows the color it will have once polished. It is the first thing a stone worker does with a sample in hand, and here it can be done from the screen.
03
The machines, inside out
- What happens
- Each of the five machines has its own figure: you see what each part does, it moves like the real one and the quarry video sits next to it.
- Why it works
- It shows the quarry runs its own machines, from the quarry face to the slab. That is what sets someone who extracts apart from someone who resells.
What we did
Every section has a job.
Three tones, by bed
Light, Beige and Dark, each with its photo, its place on a color scale, the vein, where it is used and a button to ask for a sample of that tone.
Block, slab or cut to size
The three formats with their real measurements: 10 to 12 ton blocks, gang saw slabs and cut-to-size pieces from the disc cutter. Below, the stock on pallets for a large project.
Vein cut or cross cut
A diagram of the block shows the two cuts and how the slab pattern changes, and below it the four finishes with their code.
Lab tested
The results from SEGEMAR (density, porosity and absorption) and ITECA (99% calcite), with the institutions named in text and without using their logos. The full reports are requested over WhatsApp.
Questions, answered
Six questions on the home page and a page with all 18, with search, topics and WhatsApp if the answer is not there.
A complete price request
The form asks for tone, format, finish and quantity, and writes the WhatsApp message. The quarry gets the whole inquiry in the first message.
A WhatsApp button you notice
It has ripples, waves hello and after a few seconds a small bubble with a message appears. Every contact is measured in Analytics, with the section it came from.
Designed mobile-first
Most visits come from a phone, so every section was also designed for the small screen: buttons within thumb's reach, text you can read without zooming and animations adapted to touch.
Identity
Colors and typefaces of its own.
Nothing comes from a template: the palette and the typefaces were chosen for the product.
Paper#F2F1ED
Ink#1C1B19
Light#D9D3CB
Beige#C2A68F
Dark#847366
TRAVERTINO DE NUESTRA PROPIA CANTERA
Cinzel · Titles. An inscription roman, like carved stone.Bloques de 10 a 12 toneladas, a la veta o al agua.
Supreme · Body text.The invisible layer
What AI reads.
Under the design, the website is built so Google, ChatGPT and Gemini understand what Cantera San Miguel is, where it is and what it offers.
OrganizationThe quarry with its Instagram name, its link, its location in San Juan and its three tones, so Google and AI know what it is and what it sells.
hreflangEach page in Spanish, English and Portuguese points to its other two versions, so each search engine shows the one in the searcher’s language.
FAQPageThe 18 questions marked up exactly as they appear, in all three languages.
Rossara StoneThe sintered stone brand appears as the quarry’s own on the home page, in the questions and in the structured data, because AI said it was an alliance.
robots.txtOpen to search engines and AI bots, with the sitemap of the six pages.
AI baseline
What AI answers about Cantera San Miguel.
A day after the website became indexable we asked four assistants 15 fixed questions: to find where to buy travertine, to learn about the stone and about the brand. This is the baseline: we will repeat it with the same questions.
In how many of the 15 questions it appears
- It only shows up when the question names it. In the questions to find and learn, not yet.
- Perplexity already cites it from canterasanmiguel.com; Google builds its answer from Instagram.
- Next: the Google listing, saying everywhere that Rossara belongs to the quarry, and the guides about the stone.
What changed
The website has been online since November 5, 2026, indexable and with Search Console and Analytics from day one.
Starting point: it appears in 3 of 15 questions to AI. In December we repeat the measurement with the same questions and add here what changed.