The client
DutaAdpro is an advertising agency in Surabaya that has been operating since 1991. Over three decades they have built a business around out-of-home media: billboards and digital billboards, transit advertising and vehicle wraps, point-of-sale displays, indoor branding and wall graphics.
What sets them apart from a studio that simply designs an advertisement is that they handle the parts most agencies avoid — securing permits, managing reklame tax, and leasing the strategic locations the media actually goes on. A client can hand them a campaign and get back a billboard that is designed, approved, taxed and standing.
What we did
We built their first site in 2022 and rebuilt it this year. The original did its job: it explained a business with a lot of moving parts, organised around the three service lines, and it carried an articles hub the team kept adding to. What it never did was show the work. An out-of-home agency with thirty years of billboards across East Java had not a single photograph of one on its own website — the strongest argument they have, missing from the place people check first.
So the rebuild is built around a portfolio. Six projects, each photographed where it stands: the Ciputra Recruitment Center billboard in west Surabaya, CitraLand Fresh Market, the billboard and fence branding at CitraLand Vittorio, the street banners along the CITO corridor on Jl. A. Yani, wall branding in the CitraLand corridor, and a social content set. They filter by Outdoor, Indoor and Digital — the same three lines the services are organised by, so a prospect who arrives wanting wall branding can see wall branding rather than read that it is offered.
The three lines now get a page each rather than a section each, with room to explain what a billboard campaign actually involves. The permits and the reklame tax move out of the prose and into a scope checklist on every service page, sitting beside the media types as a service in their own right. That is the thing competitors cannot match, and it now reads as a capability instead of a footnote.
The site also changed language. The old one opened in English — We Are DutaAdpro — for a business whose buyers are Indonesian marketing managers in East Java. The rebuild is Indonesian throughout, from the navigation to the hundred-word service explainers, and the hero says what the business is for in the words a customer would use: bikin brand Anda tak terlewatkan di Surabaya. A company timeline runs from the 1991 founding through the move into indoor media, then branding, then digital.
Underneath it, the stack changed too. WordPress gave way to a static build — pre-rendered pages, self-hosted fonts, modern image formats, no database and no plugins to keep patched. The contact form asks which service line the enquiry is about and validates inline, so a lead arrives already sorted. The articles hub came across whole — all ten pieces, still filed by category.