Fifteen minutes

An early childhood teacher has fifteen minutes. Maybe at break, maybe after the children leave, almost always on a phone.

In those fifteen minutes they have to choose, among hundreds of government-approved titles, which books will reach the nursery where they work. Books that will stay for three years. For many of those children, the first books of their lives.

It’s an enormous decision taken in a tiny window.

And since the last cycle, promotion inside schools has been banned. Nobody visits, nobody presents, nobody leaves a catalogue in the staff room. What was left is the internet.

The challenge

Ediouro Educação had 36 titles approved for PNLD 2026 — 16 for nursery, 15 for preschool, 5 for pedagogical support. Good books, good authors, a publishing house with more than eighty years of catalogue.

And no path to the teacher.

The site had to be three things at once, without any of them getting in the way of the others: an honest shop window for the catalogue, a discovery base in search engines, and a campaign destination that could take paid traffic without becoming a cold conversion page.

Above all, it had to answer one very specific question, fast: does this book work for my class, and what’s its code?

The code is the product

Selection in the government’s system is done by code. A long number, meaningless on its own, that the teacher has to type correctly.

That’s where we concentrated the project. Every title displays its PNLD code prominently, in monospace, with a click that copies it. No sign-up, no form, no “request more information”.

The publisher who makes the choice easier wins before the one who argues better.

It looks like a detail. It isn’t. It’s the difference between finishing the selection during the break and leaving it for later — and later is when the window closes.

Full texts open, with nothing asked in return

A decision that caused internal discomfort, and that we held: all 36 complete texts, as PDFs, public, no registration.

The argument against is familiar — it’s content, it has value, you could capture leads. The argument for is simpler: the teacher has to read the book to decide whether it fits. Putting a form in the middle of that charges a toll on someone already doing what you want them to do.

Trust isn’t requested. It’s given first.

Written for people who search, and for people who ask

The 2026 teacher doesn’t only search on Google. They ask an AI.

So the site was built to be read by machines with the same care it was built to be read by humans: structured data per page type, marked-up frequently asked questions, speakable passages, a prioritised sitemap, a robots.txt that explicitly allows AI crawlers, and an llms.txt generated from the catalogue itself.

When someone asks an assistant which Ediouro titles were approved for nursery, the answer has somewhere to come from.

What we built

82 static pages, 36 titles with complete records, 38 authors and illustrators with profiles, three categories browsable by theme, cookie consent under Brazilian data protection law, and a published privacy policy with real corporate data.

All of it on a site that loads over a public school connection, on a phone, during a break.

The book that ends up in a child’s backpack starts on a small screen, in a short window. We took care of that window.

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Notes for the nerds

Stack

• Astro 5 with the Vercel adapter
• ~82 static pages generated in a ~3-second build
• A dedicated serverless function for Open Graph image generation
• CSS with subgrid, design tokens in their own layer
• 36 full-text PDFs hosted on Vercel Blob, public and ungated

SEO and AEO (answer engine optimisation)

• JSON-LD per page type (title, category, person, institutional)
• FAQPage and Speakable markup
• Sitemap with priorities by content type
• robots.txt explicitly allowing AI crawlers
• llms.txt generated dynamically from the catalogue

Structured content

• 36 titles: 16 nursery, 15 preschool, 5 pedagogical support
• 38 authors and illustrators with their own pages
• Cross-cutting thematic categories (friendship, family, nature, imagination, music and orality, diversity, discovering the world)
• PNLD code per title, copied in one click

Privacy and compliance

• LGPD consent banner with scripts blocked until consent
• Cookieless navigation analytics by default
• Marketing and additional metrics cookies only after explicit consent
• Privacy policy published with real corporate records

Design system

• Navigable document covering colour, typography, components, motion, blocks and accessibility
• Tokens synced between the visual reference and the shipped site
• Delivered to the client as the campaign’s visual source of truth