Client Feedback
One brand, one clear structure, and a store that finally explains our products as well as it sells them. First-time buyers and trade customers both find their way without us having to hand-hold.
Case Study
Brodex
How We Built a Full Digital Estate for a UK Manufacturer: From Brand System to a 72-Product WooCommerce Store
8.7×
Faster page delivery
4
Disciplines delivered
72
Products built
33
Shop categories
8.7×
Faster page delivery
- Industry
- B2B manufacturing and trade e-commerce, professional window cleaning equipment
- Location
- Knowsley Industrial Estate, Liverpool, United Kingdom
- Platform
- WordPress + WooCommerce, OceanWP with bespoke child theme, Elementor Pro
- Services Provided
Client Snapshot
About Brodex
Brodex manufactures water-fed poles and pure water cleaning systems in the UK, selling to professional window cleaners, from sole traders buying their first pole to established firms specifying van-mounted systems. It’s a technical market where the wrong specification is an expensive mistake, so the site needs to teach before it sells.
The Challenge
Serving Two Very Different Buyers on One Homepage
A first-time buyer and a fleet operator often land on the same page. One needs to understand what a water-fed pole even is; the other needs a payload figure and a crash-test certificate. The site had to serve both, without either feeling patronised or lost, while also handling genuinely complex, configurable products across a growing catalogue.
Our Approach
Four Disciplines, Built to Work as One System
Brand Identity
- Built a disciplined single-red, single-typeface system (Century Gothic) applied consistently from homepage to checkout, with an SVG-first logo and documented type scale
Content Strategy
- Mapped content to the real buying cycle: four homepage routes (Poles, Systems, Parts, Support), range pages organised by buyer constraint, and a post-purchase content engine (maintenance videos, FAQs, datasheets) that drives re-orders
Technical SEO
- Built a three-click architecture, hand-written titles/descriptions, a connected schema graph, a ten-part sitemap index, and full-page caching for an 8.7× speed gain
Web Development
- Delivered a WooCommerce build with dependent product configuration (length, fitting, brush head), trade pricing conventions, PayPal Pay Later, LiveChat, and a custom trade-account and quote system
The Results
A Digital Estate Built to Compound
- 130+ pages unified under one consistent brand system
- 72 products across a fully structured, three-level shop taxonomy
- 8.7× faster page delivery through full-page caching: 469ms vs 4,056ms
- 83% reduction in homepage payload size (528KB → 88KB) for faster load on any connection
- A connected schema graph and 10-part sitemap index giving the site a crawlable, unambiguous structure to compete against larger distributors
Unlock similar results for your business
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Why This Worked
Letting the Buyer Sort Themselves
A specialist manufacturer’s site often tries to do too much on one page, cramming in beginner explanations and technical specs side by side, hoping everyone finds what they need. Brodex had exactly this risk: a first-time buyer needing the basics and a fleet operator needing a payload figure were landing on the same homepage.
Rather than writing one page to serve both, the site was structured around four clear entry points. So each visitor’s first click did the sorting for them; nobody had to read past all the questions to get to theirs. One disciplined brand system held that structure together, so no matter which path a visitor took, it still felt like one company. The takeaway for any business with more than one type of buyer: don’t write a compromise page, build clear paths, and let people choose the one that’s actually theirs.