01. The Challenge
Superdry was operating with a legacy website that was slow, difficult to update, and failing to represent their premium industrial equipment. The site was losing potential B2B leads due to poor mobile usability.
- ✕Outdated design that didn't reflect brand authority
- ✕Slow loading times impacting Google search rankings
- ✕Non-responsive layout making mobile navigation impossible
- ✕Complex backend making it hard for the team to add new equipment
Before Transformation
02. Our Strategy
"Our goal was to strip away the technical debt and build a lightweight, 'SEO-first' architecture that made product discovery effortless for procurement managers."
What We DIDN'T Do
- We didn't use bloated pre-made themes
- We didn't rely on heavy page builders like Elementor
- We didn't ignore legacy SEO equity during migration
Audit existing content and map out a clean URL redirection strategy
Develop a bespoke, lightweight WordPress theme from scratch
Implement a modular 'Block' system using ACF for easy content updates
Optimize asset delivery for high-resolution industrial product imagery
03. The Solution
We built a custom WordPress solution that prioritizes speed and scalability. By avoiding off-the-shelf themes and writing clean PHP and CSS, we ensured the site remains fast and secure even as their product catalog grows.
- Custom Product Catalog with advanced filtering
- Modular Page Builder via Advanced Custom Fields (ACF)
- Dynamic Lead Generation forms integrated with CRM
- Fully Responsive UI optimized for industrial field workers
The Results
The launch resulted in a complete 180-degree turn for their digital presence. The site now loads instantly, and the intuitive backend has reduced content update time by 70%.
Page Load Speed
Search Visibility
Inquiry Volume
"The new site is a game-changer. We finally have a platform that matches the quality of our equipment and is incredibly easy for our team to manage."
Management Team
Superdry Industrial
Services used in this project
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