A website rebuild that kept up with a changing business

The business had outgrown the website

Smartfix had grown well beyond the business its existing website was originally built to represent.

New services had been introduced, the brand had developed and the amount of information customers needed had increased significantly. Over time, the website became harder to navigate and harder to keep aligned with what the business actually offered.

A rebuild was an opportunity to do more than modernise the design. The site needed a clearer structure around services, locations and customer needs, while giving the business room to continue changing.

The website needed to make a complicated business feel simple

Smartfix offered a broad range of services, which created a structural challenge: how do you give each service enough information and search visibility without making the website overwhelming?

The existing site had accumulated content over time, but there wasn't a strong enough hierarchy connecting the business, its services and the way customers actually looked for help.

The rebuild needed to solve that before the visual design mattered.

Connecting the business to the build

The website was designed and developed by an external web agency. My role was to lead the project from Smartfix's side and make sure what was being built accurately represented the business.

I worked through the structure and customer journeys, participated in project meetings, provided creative direction and feedback throughout the design process, and wrote the copy for every page of the website.

That meant translating a complicated service business into something the agency could design and build — while keeping the customer, brand and wider marketing strategy at the centre of the decisions.

After launch, I took ownership of the site's content, creating new pages and updating existing ones as Smartfix continued to change. The agency remained responsible for technical maintenance and development support.

Starting with structure

Before focusing on how the website looked, we needed to determine how it should work.

I helped shape the site architecture around Smartfix's services and customer journeys, considering what information people needed, how services related to one another and how the structure would support the wider search strategy.

This gave the agency a clearer framework to design around.

Writing the website

I wrote the copy across the website, translating technical services into language homeowners could understand while balancing customer questions, brand voice and search requirements.

With hundreds of pages across services, locations and supporting content, consistency mattered. Pages needed to feel like part of the same business without simply repeating the same copy.

Creative direction through the rebuild

Throughout the agency build, I represented the brand and marketing side of Smartfix.

I participated in project meetings, reviewed concepts and page designs, provided feedback on hierarchy, imagery and messaging, and worked with the agency as designs moved from concept through to launch.

The agency handled the design and development. My responsibility was making sure the finished website made sense for the brand, customer and marketing strategy.

Keeping the site useful after launch

The website wasn't treated as a finished project once it went live.

I managed its content internally, updating pages as services changed and creating new service, location and campaign pages when the business needed them. I could build and edit pages within the CMS, while the agency continued to handle technical maintenance, development and support.