Asl Evaluation
Corporate site for a Saudi real estate valuation firm. Custom WordPress theme, valuation request workflow, Arabic-first typography, structured-data SEO.
About the project.
Asl Evaluation is a Saudi firm that values real estate for banks, courts, and private owners. The site needed to look as serious as the documents they issue. I built a custom WordPress theme with Arabic-first typography, a valuation-request workflow that hands off to their internal team, and structured-data SEO so search engines surface them for the right queries. Nothing flashy, no decoration that would feel out of place for a firm whose reports go to court.
What we walked into.
A Saudi real-estate valuation firm needed a corporate site as serious as the valuation reports they issue — Arabic-first, structured-data SEO, and a clean intake workflow for valuation requests.
What we did.
Custom WordPress theme (no page builder), Arabic-first typography, structured-data (JSON-LD LocalBusiness + Service), valuation-request workflow that routes to internal team.
What it became.
On-brand corporate site, structured for SEO discovery of valuation services across Saudi cities.
My role on this project.
Solo · 100% — custom theme (no Elementor / Divi), Arabic typography pass, JSON-LD structured data, intake workflow. Client supplied content and brand direction; everything technical and visual is mine.
WordPress theme engineer
Custom theme from scratch — no page builder. PHP templates, hand-tuned for performance.
SEO + structured data
JSON-LD for LocalBusiness + ProfessionalService schemas. City-specific landing pages for the Saudi metros they cover.
Intake workflow engineer
Valuation-request form routes to internal team via structured email + dashboard entry.
The numbers that matter.
- <1.5s4G load · homeNo page builder; minimal JS; image-optimised.
- JSON-LDStructured dataLocalBusiness + Service + Person schemas. Google rich-results eligible.
- Arabic-firstTypographyTajawal primary, line-height + spacing tuned for legal/financial reading.
- 0Page builder bloatNo Elementor / Divi / WPBakery. Hand-coded PHP templates only.
What was actually broken.
A valuation firm's reports end up in court, in bank credit decisions, in property disputes. The website must signal the same seriousness as the reports — no animated hero, no "we are amazing" copy, no decorative chrome. The brief was a website that reads like a chartered accountancy site, not like an SEO funnel.
The hard surface area.
- 01Visual restraint — no animations, no chrome, no "modern" decoration that would feel out of place for a firm whose reports go to court.
- 02Arabic-first typography that earns trust at body-text reading distance (not just at headline size).
- 03Structured data so the firm surfaces in local search when someone searches "real estate valuation Riyadh" or "تقييم عقاري الرياض".
- 04Intake workflow that captures structured fields (property type, location, valuation purpose) without becoming a tax return.
Engineering wins worth naming.
Arabic body-text legibility
Tajawal 16px / line-height 1.85 / paragraph spacing 1.5em. Tested at 20-inch reading distance against printed valuation reports for parity.
City-page SEO scaffolding
One template, N city instances. Each city page has a unique LocalBusiness JSON-LD with its own address + service area. Avoided duplicate-content penalties via the schema differentiation.
How the system is wired.
Hosting + CDN
Application tier
Data tier
The decisions behind each choice.
Custom theme over page builder
- Page builders are slow + brittle on every WordPress update. Hand-coded templates survive WP version bumps.
- Brand serious enough to demand pixel control — page builders add 10+ wrapping divs per block.
JSON-LD over Open Graph alone
- Google Rich Results require schema.org markup, not just OG tags.
- LocalBusiness + ProfessionalService schemas make the firm eligible for "near me" search panels.
What the build taught us.
- Visual restraint is its own brand statement. For firms whose reports go to court, less chrome = more trust.
- JSON-LD is the cheapest SEO win on the table. Spend an afternoon, harvest months of rich-result eligibility.