Cases / Дрова Невы

458 contacts in five months and export enquiries from AI assistants — on a firewood site

The site started as local: firewood delivery in Saint Petersburg, growing from 35 to 2,864 visits a month in four months. Metrica goals recorded 458 contacts: calls, messengers, forms. Then an English version was added, and it started bringing export enquiries for charcoal and firewood from AI assistants.

The description above is the case snapshot. Current Metrica figures are shown separately.

7,233non-ad visits since 1 June 2026 · Yandex Metrica
Site
drovanevy.ru
Niche
Firewood delivery in Saint Petersburg and the Leningrad region, plus firewood and charcoal export through the English version
Project dates
Since the first visit · 130 days Launch · June 2026 First visit in Metrica ·
Site languages
Russian, English
Statistics
We publish aggregate data from the Metrica API
Open data
JSON
Contacts458contacts recorded by Metrica goals since June: calls, WhatsApp, Telegram, forms. They include export enquiries for charcoal and firewood that came from AI assistants via the English version
Visits by month, 2026 35 Jun 187 Jul 736 Aug 2,489 Sep 2,864 Oct*

* October up to the 28th · 6,311 visits in five months

Where visitors come from
Search5,615 · 89%
Direct551 · 9%
AI assistants20 · 0%
Links, social, other112 · 2%

Search engines: Yandex 4 871 · Google 712 · Bing 22

Visits from AI assistants 20
Алиса · 13ChatGPT · 6Perplexity · 1
Google Search Console · last 3 months
648

clicks

29.7k

impressions

8.3

average position

Breakdown · Alexey Reinsberg

Why it happened

Traffic came from answers to everyday firewood questions; enquiries came from delivery pages for specific towns. A person searching for firewood where it is delivered left a contact ten times more often than an article reader.

01

Articles bring volume, town pages bring enquiries

12 blog articles brought 4,050 visits — 62% of all traffic — at 2.1% conversion. Three delivery pages (Kingisepp, Vyborg, Lodeynoye Pole) brought only 281 visits but converted at 24.6%. The articles still pay off: they produced about 87 contacts, almost one in five.

Landing pageVisitsConversion
/blog/skolko-vesit-kub-drov/1 3972,3%
/blog/skolko-kubov-drov-v-mashine/6450,8%
/ — home page56712,2%
/blog/kak-proverit-obem-drov/4974,0%
/blog/skolko-sohnut-drova/3222,8%
/dostavka/kingisepp/14424,3%
/dostavka/vyborg/7727,3%
/dostavka/lodeynoe-pole/6021,7%
/ceny/5520,0%
02

Where the person is, the enquiry is

Saint Petersburg brought 1,210 visits converting at 17.2% — firewood is actually delivered there. Moscow gave 817 visits at 7.7%, while Yekaterinburg, Novosibirsk and other distant cities gave almost zero: those people read the articles but have no use for firewood in the Leningrad region. Informational traffic from the whole country and enquiries from people nearby is the normal picture for a local business.

CityVisitsConversion
Saint Petersburg1 21017,2%
Moscow8177,7%
Smolensk4918,4%
Pskov358,6%
Yekaterinburg1510%
Novosibirsk1070%
03

Abroad: few visits, high conversion

After the English version launched, visits from Europe and the Middle East appeared. There are few of them, but they convert better than the site average: Lebanon — 4 contacts from 8 visits, Germany — 19%, the Netherlands — 13%, Türkiye — 14%. These are the export enquiries for charcoal and firewood; some came through AI answers.

CountryVisitsConversion
Lebanon850,0%
Germany2619,2%
Türkiye714,3%
Netherlands1513,3%
Finland3010,0%
Russia (for comparison)6 0857,5%
04

Search engines and devices

Yandex gave 5,002 visits at 6.3% conversion, Google 750 at 13.3%: fewer people come from Google, but each is twice as likely to get in touch. 78% of visits are from smartphones, and they convert better than desktops: 8.4% versus 3.8%. That is why the call and WhatsApp buttons are pinned to the bottom of the screen.

What follows from this
  • Answer articles build traffic and recognition, but enquiries come from “product + town” pages.
  • A person inside the delivery area converts many times better than a reader from another region.
  • The English version opened up export: few visits, higher conversion than in Russia.

Yandex Metrica data for 1 June — 29 October 2026. Conversion is the share of visits in which at least one goal fired: a call, a messenger click, a form or an email.

Log

DateWhat happened
29 October 2026458 contacts by Metrica goals since 1 June: calls, WhatsApp, Telegram, forms
October 20262,864 visits for Oct 1–28; export enquiries from AI assistants via the English version — charcoal and firewood
September 20262,489 visits, first referrals from Alice
August 2026Catalogue by wood type, drying and volume — 736 visits
June 2026Launch, 35 visits

What worked

  • A separate page for each query: wood type, drying, volume
  • Prices and delivery terms right in the text
  • An FAQ block and llms.txt
  • An English version for export: AI assistants began recommending the site to foreign charcoal and firewood buyers

Where the site could improve

  • Google brings seven times less traffic than Yandex
  • Export enquiries are still counted by hand: a Metrica goal for the English version comes first

How it is built

custom code, SSRLocalBusinessFAQPageBreadcrumbListllms.txtsitemap · 203 pages

Open the site and view the page source: page text is served in HTML, and the schema.org markup sits in the application/ld+json block.

Articles on this case

AI assistants and GEO

What is GEO, and how can an AI assistant find your website?

Read →AI assistants and GEO

How a website appears in answers from Yandex Alice

Read →AI assistants and GEO

SEO and GEO: what’s the difference, and where should you start?

Read →Enquiries and analytics

Why a website gets traffic but few enquiries: six patterns from ten sites

Read →Enquiries and analytics

What’s a typical website conversion rate? Results from ten sites

Read →Enquiries and analytics

Tracking enquiries: which goals to set in Yandex Metrica

Read →
Every language · first version in 7 days · free CRM

Want the same result?

Yandex Metrica and Google Search Console data as of 28 October 2026. We will build your site with the same method — in every language you need, in a week.

Fixed $2,499 Includes the full scope of work Pay for results $949 to start $2,799 when the agreed targets are met. Total on success: $3,748 Partnership $949 + profit share Then a share of profit from deals that came through the site
Request a website and market review →Compare options →
Plan and support prices are fixed in each currency. Examples use the Bank of Russia rate dated
Message on TelegramPricing