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.
In Search Console, click-through rate from Google rose by a third in the three months after launch compared with the three months before, and by 56% on mobile.
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.
Buyers noticed. In GA4, organic add-to-carts rose 2.5 times in the three months after launch compared with the three months before, and the conversion rate across non-paid traffic was 33% higher in July and August 2026 than in the same months of 2025.
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. A move like this commonly costs a site 20 to 40% of its organic traffic for months, and the sales that come with it.
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. Here's how the first three months went.
of the old site's Google traffic carried through the switch. A move like this usually loses 20 to 40%.
Search Console, 3 months after launch vs 3 months beforesearches that found the old site still find the new one on Google.
SE Ranking, 20 June to 10 September 2026to beat the old site's monthly Google traffic, under a name nobody had searched for yet.
Search Console, August 2026 vs May 2026more of the people who see Quel Tap in Google now click through to the site.
Search Console click-through rate, 1.41% to 1.86%, 3 months either side of launchIn ten weeks, Quel Tap climbed Google for 221 of the 253 searches we track. It dropped for only 14.
On 2 July 2026, 87 of the searches we track showed Quel Tap on the first page of Google. By 10 September it was 164, and not just searches for the brand. Someone searching for sparkling water from the tap now finds Quel Tap third, boiling water tap with filter sixth and sparkling water maker ninth, where before it didn't appear at all (SE Ranking).
The new name is earning its own demand too. Searches for Quel, a name that didn't exist before June, were already bringing in visitors from 95 different searches within the first three months (Search Console).
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. 40 of the 53 searches that showed the old site on the first page on 20 June still showed the new site on the first page on 10 September.
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. Searches using the old AquaTaps name still bring people in, and every one lands on the new site through the redirects.
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.
Three months under a brand-new name, and Google is bringing in more orders than before the move.
Most businesses that change their name and domain at the same time spend months clawing back what they lost. Quel Tap didn't lose it in the first place. Within two months its Google traffic was back above the old site, and within three it was bringing in more orders than it ever did as AquaTaps.
It's now the store's second biggest source of revenue, behind only direct visits.
more orders from Google search in the first three months under the new name than the three months before.
GA4 organic search, 23 June to 22 September 2026more sales from Google than in the same three months last year.
GA4 organic search, 23 June to 22 September 2026 vs 2025of the store's online revenue now comes from Google search, up from 5% a year ago.
GA4, 23 June to 22 September 2026searches now show Quel Tap in Google's top three, up from 11, in just ten weeks.
SE Ranking, 2 July to 10 September 2026Buyers are finding Quel Tap through ChatGPT.
Visits from AI assistants such as ChatGPT, Perplexity and Copilot climbed sharply after launch, and brought the store's first orders from AI search.
The same work that makes a site clear for a buyer is what makes it easy for an assistant to recommend: structured product data, plain answers to real questions and a proper knowledge base.
as many visits from ChatGPT, Perplexity and Copilot after launch, and the first orders from AI search.
GA4, 3 months after launch vs 3 months beforePlanning a rebrand or a domain move?
We'll plan it as a migration from day one: benchmark where you are, map every URL and manage the recovery week by week after launch.
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