A Conversion-Focused Website Redesign Built on WordPress
Granite 5 redesigned and rebuilt the Sundown Products website to better serve home users, improve engagement and support a future brand split, creating a modern, intuitive platform for a leading pet supplies manufacturer.
Client
Sundown Products Website Redesign & UX Optimisation
Services
Sector
Pet Supplies
Overview
Sundown Products is a well-established name in pet supplies, serving a broad customer base through retail stockists. Their existing website had become outdated and no longer reflected the brand or supported evolving business goals. Granite 5 was appointed to redesign and rebuild the site, improving usability and engagement for home users while laying the foundations for a future commercial brand, Sundown Agri. The new platform focuses on clarity, navigation and discoverability.
The Challenge
Sundown Products needed a website that could better represent the brand and support future growth.
Outdated website design and user experience
Difficulty catering to different customer segments
Limited engagement and navigation clarity
No clear digital foundation for a future second brand
Desire for a future-proof, flexible site structure
Our Approach
UX-Focused Redesign
Reimagined the site structure and interface to create a modern, intuitive user experience.
WordPress Rebuild
Developed a flexible WordPress platform to support content growth and future brand expansion.
Retail Store Finder
Implemented a local stockist finder to help customers quickly locate nearby retailers.
Brand Repositioning
Used bold imagery and clear messaging to present Sundown Products as a confident, market-leading brand.
SEO & CRO Foundations
Optimised structure and content to improve organic visibility and on-site engagement.The Results
The redesigned website delivered measurable improvements in performance and engagement.
Increased Traffic
Users increased by 41% and sessions by 43% post-launch.
Organic Growth
Organic traffic rose by 30% following the redesign.
Higher Engagement
Engaged sessions increased by 81%.
Longer Time on Site
Average engagement time increased by 262%, from 16 seconds to 57 seconds.
The Sundown Products project shows how a clear UX strategy and solid WordPress build can dramatically improve engagement, while also setting the foundations for future brand growth.
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