Scroll previewWhat the business needed
This was a very interesting project for Whiteski Digital and another business that came to us via recommendation from one of our existing clients. The company had only launched around 8 months prior, however they were never fully happy with the quality and finish of their original website build. The business felt the website lacked polish, trust signals and failed to properly support customers in understanding why they should purchase from them.
After reviewing the existing website ourselves, we agreed there were significant issues throughout the site, particularly around mobile performance, branding consistency, user journey and conversion optimisation. The website lacked trust-building content, clear messaging and structure around the products and services offered. The goal was to completely refine and elevate the online experience so the business could confidently move into future Google Ads and social advertising campaigns.
Web design for The Door Line
We completed a deep dive into the entire business, redesigning key layers and improving the structure and overall visual identity throughout the website. Branding inconsistencies were corrected, menus were redesigned and made sticky for improved navigation, and a new homepage hero carousel was introduced to instantly communicate key selling points and reasons to choose the business.
The customer journey was heavily improved with the addition of trust banners, FAQs, “How It Works” sections and clearer messaging around installations and ordering processes. The website now provides a far more premium and trustworthy experience for visitors.
The shop experience also received a huge overhaul. We added featured product sections, category highlights and restructured the navigation to make it far easier for users to browse products — particularly prioritising internal doors, which were a key focus for the business. Product pages themselves were completely transformed with improved delivery information, upsell sections, trust messaging, FAQs, short product descriptions and tabbed content to improve both UX and conversions.
WordPress Web Development & Functionality
The website redevelopment focused heavily on performance, usability and future scalability. The original website lacked proper structure throughout the e-commerce journey, so extensive work was completed to improve filtering, navigation and product visibility. Previously, users could only browse categories rather than view all products clearly — something we completely reworked.
Additional custom development work was completed across menus, layouts and user experience elements to ensure the website not only looked better but converted visitors more effectively. Added a quick calculator for quick visibility of pricing on all product pages. Once complete, the website was migrated onto Whiteski Digital hosting with zero disruption to service. We also migrated all client email accounts and provided full support setting these up across devices.
SEO foundations and technical work
Virtually no SEO work had previously been completed on the website. There was no sitemap setup, metadata was missing across core pages and over 240 product pages, and H tags had not been structured correctly.
Whiteski Digital completed all SEO foundations as standard, including:
Full sitemap creation and indexing
Meta headline and description optimisation
H tag restructuring
Product page optimisation
Search Console setup
Google Analytics account creation
Performance optimisation was also a major focus. We implemented Nitropack and spent significant time improving loading speeds, taking the website from an E Grade on GT Metrix to an A Grade, alongside achieving 98% scores on Google PageSpeed Insights.
These improvements were particularly important due to the client’s future plans around Google Ads and paid social campaigns. By improving UX, loading speeds and quality scores, the website is now in a far stronger position to reduce advertising costs and maximise conversions.