Hundluckan
Slagugglan AB sells dog doors in six models, and Hundluckan is the doors' own site. It helps dog owners choose the right size and sends the purchase on to Slagugglan's existing online shop, while businesses and resellers get their own ways in. We built the door in code and let the browser draw it in 3D, so the page is still fast. See the site in five views below.
Visit the site live ↗
The site in five views. Click a view to visit it live.
What we did
The door in 3D, built in code
In the section on how the door is built, visitors can turn it and go through its four details. We built the door in code with three.js: its shape is calculated from the measurements, and the materials, surfaces and studio light are drawn in the browser. The only image file the door loads is the owl on the decal, and the viewer only loads when the section nears the screen, in browsers that support WebGL. The home page still scored 100 for performance in Lighthouse.
A site of its own for the doors
Seven pages Google can index: the home page, the size guide, the workshop page, the map of the shops, the pages for businesses and resellers, and the privacy page. They present six door models and two accessories, and the purchase happens in Slagugglan's existing online shop.
A size guide for 38 breeds
The size guide has two tabs: pick from 38 breeds in a searchable list, or measure the dog's height at the withers and chest width. It recommends the first model that fits, with a link to the right door in the online shop, and shows how to reach Slagugglan when no model fits.
The dog beside the door
Each model is shown with its opening drawn to scale and a dog silhouette at the same scale beside it, so visitors can see how big the door is next to the dog it is made for, from Drever to Stor.
The films from the workshop
The workshop page shows six films from the workshop in Bollnäs, taken from Slagugglan's own posts on Facebook and Instagram. The films sit on the site, so nothing is fetched from Facebook or Instagram when the page is shown, and on the home page they run as short loops that load only when they come into view. Below the films are four Instagram posts with links to them.
Two forms, two ways in
Businesses get a quote form on their own page and resellers an application on theirs. Both go through Web3Forms with a key of their own: Slagugglan gets a notification in its own style, and the sender gets an automatic reply.
The resellers on show
The Find a shop page shows on a map where the door is sold: the workshop in Bollnäs, 22 shops in Sweden and Denmark and four online shops, with addresses and directions. The map is drawn in code as SVG. The resellers also scroll past in a band on the reseller page, which shows three steps from application to the door on the shelf.
Shop links and cookie-free analytics
Every purchase link to the online shop is tagged utm_source=hundluckan and passes on click IDs from Google and Meta, so the shop's own tag can connect the purchase to the click. The site is measured with Vercel Web Analytics without cookies, with events for the forms, clicks to the shop, email and Instagram.
The search term first, and Search Console
Page titles lead with the search term, and structured data describes the shop, the six models with brand and offer, the questions and answers, and the breadcrumbs. Search Console is verified, and the sitemap was submitted on 6 November 2026.
From the search to the shop
Seven pages on hundluckan.se catch people searching for a dog door, and the 3D door shows how it is built and the size guide which one fits. The map of the shops and the workshop films lead in. The purchase happens in the Slagugglan online shop, and every purchase link carries click IDs along. Businesses and resellers reach Slagugglan AB through the quote form and the application.
Ways in
- Google · 7 pagesFrom the search to the right page
- The size guide38 breeds or the dog's measurements
- Find a shop22 shops in Sweden and Denmark
- The workshopSix films from the workshop
- Google AdsNext step · click IDs will travel on to the shop
hundluckan.se
Ways to reach Hundluckan
- The online shopPurchase links carry click IDs
- Quote formBusinesses · thank-you page + auto-reply
- Reseller application/aterforsaljare · thank-you page + auto-reply
What happened
Before
The doors were sold in Slagugglan's online shop among 263 products, at the shop in Bollnäs and through resellers in Sweden and Denmark. The addresses hundluckan.se and hundlucka.se were parked with Loopia.
The choice
A product site of its own that sends the purchase to the existing shop, instead of a new shop. The site meets people looking for a dog door and helps them choose the size, and the purchase happens in the online shop Slagugglan already has.
After
Live on hundluckan.se since 6 November 2026, with seven pages Google can index and the sitemap submitted in Search Console the same day. The five pages we measured in Lighthouse the same day scored 100 for performance, accessibility, best practices and SEO on mobile and desktop.
Three choices behind the site
Slagugglan's brand, the door's name
The site is named after the product, Hundluckan, but carries Slagugglan's logo and colours: Slagugglan's green and a near-black text colour. That way the door's site and the shop belong together.
Oswald and Noto Sans
Headings are set in Oswald, narrow and tall, and body text in Noto Sans. Both typefaces are hosted on the site itself rather than loaded from Google.
Size first
The first button in the hero leads to the size guide, and the six models with their measurements follow just below. Anyone buying a door should know the size before going to the shop.
Why the site looks the way it does
Someone looking for a dog door needs to know what size the dog needs before buying. So the site leads to the size guide first and the shop after, and the seven pages are built for Google to find. A fast page keeps the visitor, and you can check the load time of your own site. We've written more about those parts over in Insights.
What a great website does for your company
The difference between a website that just exists and one that brings customers. Why customers google you before they call, and what to demand.
Read more → Local SEOWhy Google indexing decides whether customers find you
If your page is not indexed it does not exist to customers. How indexing works, why more pages give broader exposure, and how you get into Google.
Read more → AdsSEO, Google Ads and Meta: why the combo beats either-or
Indexed pages (SEO), Google Ads and Facebook/Meta ads are not either-or. How the channels reinforce each other and cover the whole customer funnel.
Read more →Do you sell a product that has to be chosen in the right size?
Do you have an online shop and products that need a site of their own, with a guide and sizes? Get in touch and we'll tell you what we did for Slagugglan and what it could mean for you.