A complex eCommerce website redesign for a premium Sydney tile company – migrating 1,200+ products and dozens of blog articles to a modern, high-performance platform without disrupting existing SEO rankings, URLs, or ongoing Google Ads campaigns.
Design Tiles Pty Ltd is a premium tile supplier based in Rockdale, Sydney, providing quality tiles and services to residential and commercial clients. Heading into 2018, the company made the decision to redesign their existing website — designtiles.com.au — which housed over 1,200 products and dozens of high-quality blog articles built up over years of trading. The challenge was significant: deliver a modern, high-performing website without losing a single product, page, or SEO ranking in the process.
With an active SEO campaign and a large volume of established content, the primary challenge was executing a full redesign while preserving the existing URL structure, page content, and site architecture. Any disruption to URLs or content risked undermining years of organic search performance. Our approach was methodical and precise — ensuring every product, category, and blog page carried across intact, with all existing rankings and traffic protected throughout the transition.
We developed custom functionality for the product pages, including a tailored price calculation tool — giving customers a more interactive and informative browsing experience while streamlining the path to enquiry.
The original website displayed all completed projects as a single flat gallery page — limiting the story each project could tell. We recommended and implemented an individualised project structure, giving each project its own dedicated page with descriptions, related imagery, and galleries. This approach not only showcases the client’s work in far greater detail but also creates additional SEO-indexed pages for improved organic visibility.
Product images across the old website were inconsistent in size and proportion, undermining the visual quality of the catalogue. We standardised and optimised all product imagery to a consistent format — creating a cleaner, more professional product browsing experience that reflects the premium positioning of the brand.
We managed the SSL certificate subscription and installation on behalf of the client, ensuring the website displayed as secure across all browsers — an essential trust signal for any eCommerce business.
The client had an active Google Ads campaign running, but it had gone unmanaged — with poorly targeted keywords, broken destination links, and redundant ads consuming budget without results. We audited and restructured the campaign, optimising keywords, correcting links, and removing underperforming ads to ensure every dollar of ad spend was working effectively.
Alongside the Google Ads work, we delivered foundational SEO services — integrating Google Search Console and Google Analytics, deploying SEO tooling, identifying and redirecting broken links, and providing clear performance reports for the client. With the site’s URL structure preserved and technical foundations strengthened, the transition supported rather than disrupted the site’s ongoing organic performance.
See a project you love? We can create something just as powerful for your business.