Modernised, without throwing the brand away.
The old site was dated and trying too hard: a crowded top half, messy content and a brand that felt heavier than the product deserved. This is a kitchen tap, so it needed to feel clean.
Rather than start from nothing, we modernised what was there. A lighter colour palette, contemporary typography and a lot more space, so the product reads as the premium piece of kit it is. When the trademark issue forced a name change, that groundwork became the foundation for Quel Tap.
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One product page instead of forty.
The old store listed every variant as its own product, so filtering and search were confusing and a shopper had to leave the page to compare a finish or a boiler type. We rebuilt the product page so all of that happens in one place: choose your shape, your finish and your boiler type without a single reload.
That change did the heavy lifting for SEO as well. One strong page per product instead of dozens of thin, competing ones, each with the detail a buyer actually wants before spending several hundred pounds.
Everything you need to know, before you ask.
We built out the educational side of every product: what it does, how it installs, what maintenance looks like, and a knowledge base behind it. Most people fit these taps themselves in a couple of hours, and the site now says so clearly rather than leaving them to guess.
We also rebuilt the upsell path, with a slide-out subscription for the filter system so a replacement filter is a choice at the point of purchase rather than a problem six months later. Every page was cleaned up, modernised and optimised for search and performance.
Changing your name and your domain is the riskiest thing you can do in search.
Google had to reassess a new domain, every redirected URL, a brand name nobody had searched for yet, and its relationship to the old one. Done badly, this costs a business its rankings, its traffic and its revenue for a long time.
We planned it as a migration rather than a launch: benchmarked everything first, mapped every URL one to one, then managed the recovery week by week afterwards instead of launching and hoping. Within two full months the new domain had passed the old one's monthly organic click baseline.
Month on month, July to August after launch
Month on month, 90,175 to 134,447
Places gained in a single month, 19.7 to 15.1
Against the old domain baseline before migration
Matched 78-day windows either side of launch
2,505 to 3,298 across matched windows
97 to 127 organic search transactions
Organic purchase revenue across matched windows
1,227 keyword positions gained in August, against 72 lost.
By August the new domain had 168 keywords in Google's top ten and 109 in the top five, and the movement was not just brand terms. Machine for sparkling water climbed 97 places to fourth, instant kitchen hot water 91 places to tenth, filtered taps 90 places to eleventh.
That does not happen by redirecting a domain and waiting. Here is what it took.
We benchmarked traffic, rankings, key pages and conversion before go-live so recovery could be measured properly, built and verified a one-to-one redirect map covering every page, product, image and internal link, and prepared the domain, DNS, SSL and crawlability for the cutover.
We audited every backlink, supplier page, directory, review site and business profile carrying the AquaTaps name, prioritised the high-value ones for outreach, and submitted the new brand to 102 citation and directory sites. Organisation schema and consistent messaging told Google the two brands are the same business.
New FAQ and explanatory content answered the questions customers actually had: is this still the same company, what has changed, do my warranty and support still stand. That reassurance protects conversion as much as it protects rankings.
We monitored redirects, indexing, Search Console errors and keyword transfer from day one, fixed technical priorities around speed and Core Web Vitals as they surfaced, and worked through a three-month content plan of buyer guides, comparisons and installation advice.
