SEO-Powered, UX-Driven Website Rebuild

The goal was to rebuild a large content-driven brand website with a clear focus on three priorities: SEO continuity, improved UX, and strong accessibility. As the dedicated frontend developer, my mission was to ensure that the new structure kept search rankings stable during migration, enhanced usability for visitors, and respected WCAG accessibility standards.

Objectives included:

• Migrate and restructure 70+ store pages without losing indexation
• Improve page load times and Core Web Vitals
• Implement semantic HTML and clean hierarchy for screen readers
• Support flexible layouts for future content updates and features

A key aspect of this project was finding the right balance between rigorous technical standards, a well-established brand identity, and the demands of a fast-paced timeline.

To ensure the new site met accessibility, SEO, and usability goals while remaining true to Grandbains’ visual language, I focused on details that connected performance with brand integrity:

• Accessibility first — optimizing contrast levels within the brand color palette to enhance readability without compromising identity.
• SEO within brand guidelines — refining headings, metadata, and internal linking to strengthen search visibility while keeping consistency with established tone and structure.
• Content clarity — structuring blocks with a clear hierarchy and intuitive flow, making navigation effortless for users.
• Design collaboration — working hand-in-hand with the design lead to create flexible layouts that supported both creative expression and functional clarity.

On the development side, I implemented several complex custom features entirely in code, including:

• A tailored appointment booking system, accessible directly through the store locator in both map and list views
• A dynamic store locator with map-based filtering
• An interactive style guide where users could select images related to architectural design, interior design, and materials, then receive two bathroom design inspirations that matched their personal taste and guided them toward the store with ready-made ideas
• A favourites option to help visitors save what they liked most
• Custom store description modules for each location — designed with a clear structure, well-organized content, generous whitespace, and subtle animations that guide visitors through the information naturally, without overwhelming them.
• A FAQ section on each store page, created to answer common questions, and powered with schema markup to strengthen SEO, enhance AI visibility, and capture local keywords for stronger positioning against competitors. Each FAQ is personalized and fully manageable via the CMS, allowing every store to target its own local queries and stand out in competitive markets.
• Turning a boring idea into something engaging: The legacy “all products” page required more than 2,000 redirects from old URLs. A simple grid of nine product category cards would have felt flat and uninspiring. Instead, I designed and developed a modern layout enhanced with animations and interactive elements, keeping users engaged, making navigation intuitive, and transforming a high-risk migration point into a stronger brand experience.

This approach allowed us to merge brand vision with technical precision, ensuring that every interaction felt both authentic and intuitive.

The rebuild resulted in a cleaner, faster site that performs significantly better in real-world use. Core Web Vitals improved by 80%, navigation became clearer for both users and search engines, and the new structure can handle future expansions with minimal extra development effort.

Most importantly, the site attracted twice as many visitors in the first months after launch, confirming the impact of the improvements.

Delivered outcomes:

• 80% faster Core Web Vitals scores
• Consistent SEO rankings despite major URL restructuring
• Accessible templates supporting keyboard navigation and screen readers
• Custom store modules and flexible CMS logic for local pages
• 2× increase in site visits during the first months after launch

At the core of this project was a shared mission: to translate the spirit of Grandbains into a digital experience that feels effortless, welcoming, and inclusive. Together with the dedicated team at TEDS agency and the vision of Grandbains, we set out to rebuild a website that strengthens user trust and supports the brand’s growth.

This project strengthened my skills in safeguarding SEO, UX, and performance, while successfully navigating tight constraints and bringing together different visions.

Key lessons:

• Keep code modular to adapt easily to late-stage client changes
• Fight for accessibility and SEO continuity from the start — retrofitting costs more
• Balance creativity with real user needs through smart structure and clear hierarchy
• Maintain clear communication with design and content teams to align goals

Key Numbers:

• 70+ stores migrated
• 80% faster Core Web Vitals
• 2× increase in site visits