How We Rebuilt a Multi-Location Site Without Losing a Single Ranking
A case study on how we migrated a custom-built Hills Self Storage website to WordPress, preserving 100% of its SEO equity and turning a fragmented user journey into a conversion machine.
Country of Origin : Australia
Overview
Hills Self Storage is a well-known, family-run storage provider serving Sydney’s Hills District. With three locations, multiple storage categories, and a wide mix of unit types and add-on services, their business model is anything but simple.
Their previous website, built on a custom Angular framework, made it difficult to manage content and even harder for users to find the right storage solution.
Webential migrated the entire platform to WordPress while keeping all SEO value intact. At the same time, we reworked the user journey so customers can easily find, compare, and book storage, or purchase packing supplies, without confusion.
Client
Industry
Technology
Built For
Website
The Objective
This project was about turning a complex service structure into a platform that drives more bookings and higher-value sales.
Keep All Existing SEO Rankings Intact
Ensure every URL, metadata element, and SEO signal remains unchanged during migration.
Help Users Book Storage Faster
Make it simple for users to find the right storage unit and complete bookings quickly.
Turn Add-Ons into Revenue Drivers
Allow users to select additional services like insurance, boxes, packaging supplies, & move-in support during booking.
Give Full Control Over Listings and Availability
Enable the business to manage units, services, and availability directly without relying on developers.
Bring Storman Unit Data into One System
Connect Storman storage data directly into WordPress for accurate, real-time unit availability & easier backend management.
Track Every Enquiry and Booking Action
Capture user behaviour across forms, filters, and conversions to support marketing and growth.
The Challenges
The SEO Migration Trap
Moving from a custom Angular setup to WordPress often leads to broken URLs and ranking drops. The challenge was to rebuild everything without losing visibility.
Highly Complex, Location-Based Inventory
Each location had different services, unit types, and features. Managing and displaying this without creating confusion was a major challenge.
Too Many Steps Between Search and Booking
Users had to go through multiple pages to find the right storage option, slowing down decisions and increasing drop-offs.
Dual Conversion Requirements
The platform needed to support two very different journeys. One for booking storage units with variable options and add-ons, and another for purchasing packing supplies through a standard ecommerce flow.
Disconnected Data and System Dependency
Storage unit data was coming from an external system, making it harder to manage and display efficiently.
No Clear Visibility on What Drives Sales
With multiple services, locations, and enquiry types, there was no clear tracking of which actions were generating real business value.
The Solution: Built to Simplify and Sell More
Flawless URL Mapping and SEO Preservation
We mapped the URL and rebuilt the structure in WordPress. When matches weren’t possible, we used precise redirects to keep rankings and traffic stable.
Custom WordPress Database for 3rd-Party Data
We bypassed slow external embeds by building a custom WordPress database that automatically saves live storage data from their third-party tool.
Structured Post Types for Complex Inventory
We used this custom database to power structured post types, allowing us to easily manage multiple locations and unit types in the backend.
Smart Filtering and Minimum-Click Journey
Users can select storage type, location, and unit size in just a few steps. A guided quote journey moves them smoothly from selection to enquiry or booking.
Visual Space Calculator for Faster Decisions
A built-in calculator helps users estimate the space they need, removing uncertainty and helping them move forward with confidence.
Built-In Add-On Selection to Increase Value
Users can select free and paid services during the booking journey, making it easy to customise their storage and increasing overall order value.
Dual Checkout System for Storage and Products
We created separate but connected flows for storage bookings and e-commerce purchases, both fully tracked with sales data in Analytics.
Conversion-Focused User Flow
Every page is structured to guide users towards action, whether that is booking a unit, sending an enquiry, or purchasing supplies.
Full-Funnel Tracking and Insights
We implemented detailed tracking across forms, filters, and actions so the business can clearly see what drives enquiries and revenue.
Key Features That Drive Sales
Homepage Storage Selector
Users can quickly choose a storage type and location, then move directly to available units.
Guided Quote Journey
A step-by-step process helps users select storage type, location, unit size, and services.
Location-Based Pages
Each location page highlights all its services, facilities features, unit details, and availability.
Service-Focused Navigation
Users can easily find the right storage option based on their needs in just a couple of clicks.
Strong Trust Messaging
Security features and credibility signals help users feel confident before taking action.
Booking and Ecommerce Platform
The website supports both storage unit bookings and product purchases in one place.
The Results
- 100% SEO Retention The new WordPress website maintained its rankings and traffic after migration.
- Faster Path to Booking Users can now find and select their preferred storage options in fewer steps.
- Higher Value Conversions Add-ons and services are easier to select, increasing overall booking value.
- Better Control for the Business The team can manage listings, data, and orders without technical support.
- Clear Visibility on Performance Tracking provides accurate insights into which services/locations drive results.
- One Platform Supporting Multiple Revenue Streams Storage bookings and e-commerce sales now work together within one system.
Wrapping Up
Hills Self Storage didn’t need a simpler business. They needed a website that could handle complexity without passing that complexity to the user.
That’s exactly what we delivered.
A platform where users can quickly find what they need, customise their storage, and take action without confusion.
If your storage business offers multiple services, locations, and add-ons, your website should help customers book faster and spend more, not slow them down.
Ready to upgrade your website without losing your rankings? Request a free Quote today.
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Handles and More
Handles and More is a proudly Australian-owned business that has become a trusted name for high-quality handles and knobs. Based in Sydney, Handles and More offer a wide variety of modern and stylish products, with the convenience of nationwide shipping to customers across Australia.
313.33% Increase in organic revenue
168.92% Rise in organic conversions
First page Google rankings for 120+ keywords
113.93% Increase in organic sessions
Enhanced User Experience
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