How a Website Revamp and Expert Content Strategy Transformed User Experience and Visibility
Introduction
In today’s competitive service market, trust is earned not only through technical expertise but also through a brand’s digital presence. D&A Repair, a well-established specialist in commercial refrigeration repair in London, faced a common challenge: a website that didn’t reflect their professionalism, failed to communicate their services clearly, and was barely visible on search engines.
That’s where Jump Lab stepped in. Website
The Problem: A Weak Digital Presence and Poor User Experience
D&A Repair’s old website was slow, unstructured, and difficult to navigate. Essential services like “Commercial Fridge Repair” or “Cold Room Maintenance” weren’t properly categorised, and users were leaving the site without acting. The user experience was frustrating, and the business was losing potential leads every day.
Our Solution: Designing a Smarter, Stronger Online Platform
1. Research & UX Development
We began with an in-depth research phase to redefine the user experience (UX) of the website. This included:
- User journey mapping to identify friction points
- Restructuring the information architecture so users could easily understand and access services
- Optimising the flow for contacting the team or submitting service requests
Our goal was simple: to make it effortless for any visitor to find what they need and feel confident to act.
2. Clean and Professional UI Design
With a user-centric structure in place, we moved on to designing a user interface (UI) that was simple, industrial, and brand-aligned. Key design elements included:
- A minimal and trustworthy colour palette
- Real project images instead of generic visuals
- Readable fonts and clear spacing for effortless navigation
The site now not only looks professional but also feels approachable and intuitive.
3. High-Performance Development with WordPress + Custom Code
The site was built using WordPress as a content management system, enhanced by custom coding in key areas like project sliders, advanced forms, and service display modules. This hybrid approach delivered:
- Fast load speeds
- Strong security protocols
- A scalable backend the client could manage with ease
The product is a technically sound platform designed to convert visitors into customers.
4. Professional SEO Implementation
We paid close attention to search engine optimisation (SEO) from day one. Our approach included:
- Keyword optimisation for core services like “commercial refrigeration repair London”
- Optimised image naming and alt texts for SEO-rich visual content
- Custom-written meta titles and descriptions for every page
- A clean internal linking structure to enhance crawlability and user retention
This laid the foundation for long-term visibility and search ranking improvements.
5. Expert-Led Blog Strategy
Beyond the website structure, we knew that consistent, valuable content was key to building D&A Repair’s authority online. That’s why we launched and now manage their professional blog, publishing two in-depth articles every week. Blog
Each article is:
- Written around well-researched keywords with clear SEO intent
- Designed to educate users, answer their most common questions, and showcase D&A’s expertise
- Structured with clear headlines, optimised images, and internal links
- Aimed at increasing traffic, session duration, and conversions
Over time, this blog will not only drive organic growth but also help D&A Repair dominate their niche on Google.
Conclusion
Through a data-driven UX process, clean design, expert development, and a powerful content strategy, D&A Repair’s website has been transformed into a robust sales and branding tool. Today:
- The site attracts more relevant traffic
- Visitors stay longer and are more likely to convert
- The blog is gaining traction in search engines
- D&A Repair now stands out as a reliable, professional provider in a highly competitive market
At Jump Lab, we don’t just build websites — we craft digital experiences that connect, convert, and grow.