Project Type: Website Redesign & Long-Term Management Setup
Client: Artesian (Residential & Industrial Services Company)
Platform: WordPress + Elementor Pro
Role: Website Manager, Front-End Developer, UX Strategist
🧩 The Challenge
Artesian originally launched using a basic Elementor template—visually busy, misaligned with industry tone, and built without scalability in mind. Text formatting was inconsistent, the service messaging was unclear, and important sections like CTAs and testimonials were lost in visual clutter.
The challenge was to transform this into a clean, trustworthy, and maintainable website that reflects the brand of a residential and industrial service provider—such as a general contractor, construction firm, or plumbing/electrical business.
More than a one-time build, this project focused on setting up a site ready for ongoing management—updates, SEO, and performance tuning over time.
🎯 Goals
- Redesign the existing layout into a polished, brand-consistent experience
- Establish global controls for efficient ongoing updates
- Create a UI framework that scales with service pages, blogs, and client content
- Optimize for speed, mobile responsiveness, and lead generation
- Demonstrate best practices for website maintenance and sustainability
🛠️ Key Contributions
1. 🧱 Design Cleanup & Brand Realignment
- Removed boilerplate text (e.g., “It is a long established fact…”) and replaced it with industry-relevant placeholders
- Updated the layout with clean visual spacing, water-inspired color tones, and subtle hierarchy
- Standardized fonts, button sizes, and image ratios to prevent layout inconsistency during future edits
- Swapped non-matching icons and adjusted text-to-image ratios for visual clarity
2. ⚙️ Site Management Infrastructure
- Configured Elementor global styles: colors, typography, spacing, and breakpoints
- Created reusable sections for Services, CTA Blocks, Testimonials, and Pricing—making the site future-proof
- Embedded proper metadata and heading structure for SEO and accessibility
3. 📐 UX and Mobile Optimization
- Tuned padding and spacing across devices, ensuring a friction-free mobile experience
- Restructured heading hierarchy using H1 to H3 tags for semantic clarity and screen reader compatibility
- Ensured button tap targets, stacked columns, and layout containers work seamlessly across breakpoints
4. 📝 Content Strategy & Placeholder Refinement
- Rewrote demo copy to reflect real-world construction or trade business messaging, including trust signals and value propositions
- Reorganized the navigation (Home, Services, Projects, Team, Pricing, Quote Form) to reflect a lead-gen-driven layout
- Created placeholder areas for future content such as FAQs, blog updates, and customer reviews
5. 🔧 Technical Maintenance Setup
- Implemented caching and compression for performance
- Enabled lazy loading for non-critical visuals
- Set up plugin/theme update protection mechanisms (rollback & backup readiness)
✨ Before vs. After Overview
| Area | Before | After |
|---|---|---|
| Hero Section | Generic tagline, no visual focus | Refined message with CTA: “We are always ready to shine your life…” |
| Services Section | Overused placeholder text, no differentiation | Clear service categories and value-driven descriptions |
| Navigation & Footer | Basic and unstructured | Clean layout, grouped links, and legal/utility pages |
| Content Hierarchy | Randomized headings, weak CTA placement | Structured layout with visual flow and clear button hierarchy |
| Mobile Layout | Breakage and cramped sections | Responsive and padded layout built for real devices |
🧠 Skills Demonstrated
- WordPress + Elementor Pro development
- Website maintenance system planning
- Content hierarchy & semantic structuring
- Responsive design adjustments
- UI/UX tuning for service-based industries
- Site speed & performance setup
- Brand consistency planning for growth
📈 Outcomes
- Streamlined, branded layout ready for real-world use by contractors or service providers
- Easy-to-manage Elementor global system for future updates and page additions
- Mobile-optimized experience for local service leads browsing on phones or tablets
- Flexible structure allowing for SEO campaigns, testimonials, service bookings, or blog expansion
- Fast-loading, clean design suitable for long-term management and low-friction handoff to other admins
👨💻 Why This Project Stands Out
Artesian was never meant to be a flashy portfolio piece—it’s a workhorse demo that demonstrates how I build for scale, speed, and sustainability. It reflects the kind of thinking needed when managing business websites that need to be edited frequently, attract local leads, and evolve over time.
I didn’t just build a site—I built an asset that’s stable, editable, and conversion-ready.