6 Problems, 1 Scalable Solution: How We Rebuilt WSG’s Site with 47% Fewer Plugins and Drove a 113% Traffic Surge
From confusing navigation to inconsistent branding, WSG faced digital challenges that held back real-world success. Here’s how Webential addressed them, systematically and successfully.
Country of Origin : Australia
Overview
WSG Group is a family-owned Australian business that has been serving Sydney and the Central Coast since 1947. They have been providing multiple services for plumbing, electrical, roofing, hot water, and even blocked drain services. The group is for their 24/7 emergency response, easy transparent pricing, and long-standing reputation in Sydney for providing quality services. The services are for everyone starting from residential, commercial, and industrial clients.
Client
Technology Used
Industry
Competitiveness
Website
The Objective
The previous website didn’t reflect the credibility and didn’t represent the brand value of WSG Group’s services. To improve performance and match it with user expectations, we identified key areas of focus.
Simplify user journeys with modern design
The goal was to redesign the entire layout using modern UI/UX practices, making the site easier to navigate.
Stronger Brand Alignment
We needed to bring consistency to the branding, design, tone, and visual identity across all pages.
Mobile Responsiveness
As the group was expecting a huge traffic from mobile users, making the site responsive was essential.
Increased Lead Enquiries
The outdated design and weak call-to-actions were limiting conversions and enquiry submissions.
Reorganise Content Structure
Existing content was scattered and difficult to follow. A clear hierarchy was required.
SEO-ready Foundation
To improve organic visibility, on-page SEO elements had to be addressed from the ground up.
What Inspired Our Actions?
The Challenges
An Online Presence That Didn't Match Their Reputation
The existing website lacked clarity and modern design elements. It didn’t communicate the full scope of services WSG Group offers, nor did it represent their long-standing reputation in Sydney’s plumbing, electrical, and roofing sectors.
Visitors weren’t turning into customers
Despite their solid offline presence, the website wasn’t delivering results online. Visitors struggled to find information quickly, and the lack of clear call-to-actions contributed to a low enquiry rate.
Confusing Content and Inconsistent Branding
The structure of the content was loose, with key service areas buried or duplicated. There were noticeable inconsistencies in tone, branding, and visual elements across the site.
Poor mobile layout despite high mobile traffic
Mobile responsiveness was minimal. WSG Group had a huge number of visitors coming from mobile devices. So, we analysed and created a mobile-friendly, fast website for mobile users.
Slow Load Times Hurt Engagement and SEO
The older build had multiple speed-related issues, which not only affected the user experience but also impacted SEO performance. A faster site was crucial with technical upgrades.
Maintaining SEO Equity During the Transition
With a strong history and search presence, it was important not to lose the organic rankings during the redesign. This meant careful migration of metadata, URLs, and internal links.
Fixing the Gaps and Building Something Better
The Solution: Built to Convert, Designed to Last
Mobile-Ready Website That Works on Any Device
We developed a fully responsive layout, tested across 20+ device types and screen sizes. Mobile visitors now account for over 34.84% of WSG’s site traffic, and the new build finally meets their expectations.
SEO Structure That Builds Traffic Over Time
We reworked 150+ service and support pages with proper headings, keyword focus, and metadata. This played a key role in the 113.78% rise in organic sessions after launch.
Clear Service Pathways Without the Clutter
Visitors can now reach top service pages in 2 clicks or fewer. Previously buried content is now front and centre, helping reduce bounce rate and increase time on site.
Conversion-Focused Page Layouts
We added 12 high-visibility enquiry buttons and simplified the key forms across the site. This led to a 2x increase in enquiry submissions within the first three months.
Visual Identity That Builds Credibility
The branding was made consistent across 100% of the site’s touchpoints, from homepage banners to blog graphics. The design now gives first-time visitors confidence in just seconds.
CMS That Gives Full Control Back to the Client
WSG’s team can now manage the entire site through Elementor. We reduced plugin dependencies from 15 to 8, making the backend faster and easier to maintain long term.
Technical Specs
WordPress with Elementor
Optimised for speed and uptime
Lightweight theme with minimal plugins
Rank Math Pro + custom on-page structure
HTTPS, form protection, spam filters
Google Analytics 4, Google Tag Manager and Search Console integrated
Our Process
How We Build Sales-Ready Websites That Perform From Day One
Identify What’s Broken and What’s Blocking Growth
We ran a full site audit covering 30+ checkpoints, from SEO gaps to broken UX patterns. No guesswork, just clear priorities backed by real data.
Plan the Fixes That Drive Real Business Results
Based on the audit, we restructured the sitemap, cleaned up duplicate content, and organised 150+ pages to guide users to action more efficiently.
Design for Credibility, Not Just Aesthetics
We rebuilt the layout to showcase WSG’s services with clarity. Every design choice was aimed at increasing enquiries and reducing drop-offs. This isn’t just a pretty site, it’s one that works.
Develop Without the Bloat or Over-Engineering
We trimmed plugin usage by almost 50%, reducing maintenance effort. All content and forms were built with Elementor so WSG can manage them without technical support.
Launch With SEO Control and Confidence
We mapped and redirected 30+ legacy URLs, carried over metadata, and integrated GA4 and Search Console to protect existing rankings during launch.
Post-Launch Support That Doesn’t Leave You Hanging
Our job didn’t stop at launch. We monitored site performance, helped with early-stage edits, and ensured the WSG team had ongoing support for SEO and content updates.
The Results
From a focused redesign and a few months of SEO, we doubled enquiries and drove a 113% surge in organic traffic.
- Cut plugins by 47% to supercharge site speed
- Slashed maintenance time by 50% for smoother operations
- Added 12 high-impact buttons driving more enquiries
- Organised 150+ pages to boost navigation and user retention
- Mobile-first design, capturing and converting every visitor
- Over 70% of organic visitors now land directly on key service pages, driving more qualified enquiries.
Wrapping Up
For a business like WSG Group, where reputation and service quality matter, the website needed to reflect that. The new build doesn’t just look better, it works better.
A strategic website redesign isn’t just about looks, it’s about performance. For WSG Group, the transformation led to measurable business growth.
Tired of websites that just sit there? At Webential, we don’t just redesign, we build SEO-ready platforms that support your growth. From content to conversions, we handle it all.
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Before & After:
Website Design & Development Changes
Before
After
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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