Project Overview

Citywide Plumbing & Pumps, a North Shore–based company specialising in water pumps and general plumbing services across Auckland. They had already been working with me on their existing website through 2023, mainly on technical improvements and maintenance.

In 2024, we decided to move forward with a full website redesign to strengthen their SEO performance, improve conversion rates from Google Ads, and make it easier to create new service pages targeting specific suburbs and pump brands. The project also included setting up proper email delivery, adding online payment functionality, and optimising for long-term organic growth.

Challenges

Their existing website had several issues that were holding them back. Customer enquiries weren’t being received because the previous developer had left their own email as the form recipient. The site also lacked credibility markers such as reviews, trust badges, and consistent branding, making it harder for potential customers to convert.

Additionally, the website was hosted on a slow, expensive platform. Performance and SEO rankings were limited by the technical structure, which made scaling up or adding new pages difficult.

Process

The redesign started with rewriting the site’s content to clearly communicate their services and build SEO strength. I organised a professional photographer I regularly collaborate with to capture high-quality photos, which now feature across Citywide’s website, social media, and SEO landing pages.

The new website was built on WordPress with Elementor, hosted on a faster, more cost-effective server. Tracking and analytics were integrated through Google Analytics, Google Search Console, and SEMrush/SERanking for keyword and performance monitoring.

After launch, I continued to deliver 5–10 new SEO pages and blog posts per month. Focused on service areas, specific pump brands, and other high-value plumbing keywords. I also revisited these pages regularly to optimise based on ranking data and search trends.

Results

Since launching the new site, Citywide Plumbing & Pumps has seen a strong increase in organic leads and steady growth in keyword visibility. The business now ranks for many new search terms across Auckland and has begun appearing in AI-powered search results as well.

Their new site provides a faster, more trustworthy experience for visitors, and continues to generate consistent enquiries each week. A major improvement from the previous version that struggled to deliver leads.