Redesign opentaberna.de to win customers for setup, hosting and custom frontends #10

opentaberna.de reads like a README: it explains repositories and a tech stack, never shows the product, never says what a shop owner gets, and has no call to action. Visitors who might become customers leave without a reason to get in touch. There are no reference shops to point to yet.

Business model the site must sell: OpenTaberna is free (Apache-2.0). vaultops (Philipp Lehmann) charges for custom frontend development, for setting OpenTaberna up on the customer's own server, and for hosting it on vaultops servers in Germany.

Expected once solved

Pages (EN + DE, hreflang-paired)

Landing page, top to bottom

1. Hero: headline about owning your shop without licence fees or lock-in; subline says it is free and open source and that vaultops sets it up, hosts it or builds the design. Primary CTA "Get your shop" (pre-filled email), secondary "See how it works" (anchor). A real storefront screenshot in a browser frame.
2. Trust strip: Free forever · Apache-2.0 · Hosted in Germany · Your data stays yours.
3. What you get: capabilities in shop-owner language (catalogue and images, Stripe checkout, DHL shipping, stock and returns, automatic invoice filing, customer accounts), next to a real admin screenshot.
4. Three ways to run it: Do it yourself (free, links to the docs) / We set it up on your server / We host it for you in Germany. Each card ends in "Request a quote".
5. Custom frontend: "Your brand, not a template"; vaultops designs and builds the storefront.
6. Why not Shopware or Shopify: short comparison. Every factual claim about another product is checked against its current public pricing or licence page at implementation time; no claim without a source, no invented numbers.
7. FAQ: 5–6 questions (really free? what does hosting cost? can I leave later? who owns the data? what do I need to run it myself? what do you build?).
8. Closing CTA band, then founders, footer with Impressum, Datenschutz, Developers, GitHub.

Contact

All CTAs are mailto:root@vaultops.de links with a pre-filled subject per offer (setup / hosting / custom frontend / general) and a short body prompting for shop size, timeline and current system. No form, no third party.

Visual design

Keep the orange/cream brand. Real product imagery, bolder sections with alternating backgrounds, dark closing band. Static, system fonts, no external requests (no web fonts, trackers or CDNs), therefore no cookie banner. Works at 390 px without horizontal scroll; respects dark mode.

Product screenshots

Taken from the real frontend and admin_frontend running locally against the fastapi backend with plausible sample products; no fake UI. Stored in the repo as optimised images with alt text.

Legal

Impressum per § 5 DDG and § 18 Abs. 2 MStV with the vaultops details (Philipp Lehmann, Semperstraße 115, 44801 Bochum, USt-IdNr. DE454384537, root@vaultops.de). Datenschutzerklärung covering GitHub Pages as host (server logs, IP addresses, US transfer under the EU-US Data Privacy Framework) and email contact.

Kept from before

Search terms in title, meta description and H1 (EN and DE), hreflang alternates and language switch, stack section (now on the developer pages), JSON-LD Organization, llms.txt, sitemap.

Out of scope

The live demo shop (demo.opentaberna.de): a separate project with its own issue. The site must not link to it until it exists.

Automated checks (check_site.rb), each failing on today's site

• all six pages built, each with a language switch/hreflang to its pair where one exists;
• every page's footer links to /impressum/ and /datenschutz/;
• Impressum carries the name, address, USt-IdNr. and email; Datenschutz names GitHub as host;
• landing pages contain the section anchors in the order above, the three offer CTAs and the closing CTA, all mailto:root@vaultops.de?subject=…;
• every <img> has non-empty alt and a local src;
• no page references an external script, stylesheet, font or image;
• search terms and stack terms still present (stack on the developer pages).