SRL Traffic Systems

Case Study: Transforming SRL Traffic Systems’ Website

Introduction

SRL Traffic Systems approached Pixel Kicks to discuss the redesign and redevelopment of their website, which was showing it’s age and didn’t match with the goals and aims of the business any more.

The Challenges

SRL’s original website was built on a custom CMS dating back to before 2019. This setup made it difficult for the marketing team to update content and created a disorganised mix of hard-coded elements and plugins. Technical SEO issues, such as missing H1 and H2 tags, contributed to poor search engine performance, while Google PageSpeed Insights scores of 21/100 on mobile and 65/100 on desktop highlighted significant performance issues. The site also failed core web vitals on mobile devices.

The design of the old site was another area of concern, with users often compared it unfavourably to competitor websites, noting that products were difficult to distinguish due to their placement on a single page. Overloaded content made messaging unclear, and a lack of prominent calls to action (CTAs) further reduced user engagement.

These issues also extended to digital marketing efforts. The outdated CMS made it challenging to implement SEO strategies or update content effectively. While SRL had experimented with small-scale PPC campaigns, the poor optimisation of the website for conversions limited their success. Despite averaging 6,000 monthly visitors, the site was not effectively capturing leads or facilitating meaningful engagement.

The Solution

Pixel Kicks delivered a completely redesigned and redeveloped WordPress website tailored to SRL’s needs and growth ambitions. The new platform resolved the technical limitations of the old CMS, enabling the marketing team to easily manage and update the site. Technical SEO fundamentals were addressed, with a structured approach to headers, metadata, and page content. Page performance was significantly improved, ensuring faster load times and enhanced user experiences on both desktop and mobile devices.

Design improvements included a visually appealing layout that better showcased SRL’s products. Individual product pages replaced the single, crowded product listing, providing clarity and improving navigation. Engaging 3D renders and animations were incorporated to elevate the site’s modern look and feel. Prominent and strategically placed CTAs ensured visitors could easily interact with the site and make inquiries.

Key features added to the site included an interactive depot map to help customers locate nearby services and custom configurators for products and signs. These enhancements made the website more functional and user-centric. Mobile responsiveness was prioritised, reflecting the growing importance of mobile traffic.

The Results

The new website has transformed SRL’s digital presence, aligning it with their ambitions to double their annual revenue. The marketing team now benefits from a streamlined content management system, saving time and resources on site updates.

Users have also praised the enhanced navigation and product clarity, while the interactive features deliver a more engaging experience.

The Future

As part of the project’s long-term impact, we are now working with SRL to explore new opportunities in digital marketing. Improved organic search rankings and better CRO will be the cornerstones of our campaigns, leading to increased inquiries and conversions.

The revamped platform provides a solid foundation for enhanced SEO efforts and focused PPC campaigns, and with the improved site in place, SRL is now better equipped to achieve its growth targets.