Case Study — Client Project
Rebuilding Acro
Refrigeration
A 50+ year Australian refrigeration company had outgrown their WordPress site. Slow, hard to maintain, and impossible to customize — it no longer matched the quality of their business. So I rebuilt it from the ground up.
01 — The Problem
A Website That No Longer Fit the Business
With over 50 years in the refrigeration industry, Acro Refrigeration had built a rock-solid reputation across Australia. But their website hadn't kept up with the business.
The WordPress site had become more of a burden than an asset — pages loaded at a crawl, the design felt outdated, and every small change meant wrestling with plugins and maintenance. Worse, when they wanted to add features or functionality to support their operations, WordPress simply couldn't deliver.
The old site — 15+ second load times on mobile
Painfully Slow
15+ second load times. Bloated plugins and unoptimized images were dragging the entire experience down.
Dated Design
After 50+ years building their reputation, the visual identity online hadn't been refreshed to match the caliber of their work.
Maintenance Overhead
Constant plugin updates, security patches, hosting fees — all just to keep the lights on, with no room to build the custom features their operations actually needed.
02 — The Challenge
You Can't Just "Replace" a Ranked Website
Rebuilding from scratch sounds simple — until you realize the old site is already ranking on Google, has years of indexed blog content, and the client needs to edit pages themselves.
This wasn't just a redesign. It was a migration under live traffic, with zero room for SEO regression.
SEO at Stake
The existing site was already ranking for key refrigeration service terms across Australia. A careless migration could tank their search visibility overnight — and with it, their primary lead generation channel.
100+ Blog Posts
Years of content — service guides, industry insights, how-to articles — all trapped inside WordPress. Each post was a ranking asset. Losing even one meant losing organic traffic they'd spent years building.
Client Autonomy
The Acro team needed to update content — new services, seasonal promos, blog posts — without calling a developer every time. Any solution had to put editing power directly in their hands.
"Rebuild everything. Break nothing."
03 — The Solution
A Modern Stack. A Seamless Migration.
I chose a stack built for speed, scalability, and developer experience — then wrapped it in a custom CMS so the client could own their content without touching code.
Next.js + TypeScript
Server-side rendering and static generation for blazing-fast page loads. Type safety across the entire codebase.
Supabase
PostgreSQL-powered backend with real-time capabilities. Stores all blog content, pages, and media — replacing WordPress entirely.
Vercel Deployment
Edge-optimized hosting with automatic CDN distribution. Pages load instantly from the nearest server to each Australian visitor.
Custom CMS
Built a tailored content management system so the Acro team can edit any page, publish blog posts, and manage media — no developer needed.
The new site — sub-second load times, modern design
WordPress-to-Supabase Migration
I wasn't going to let years of content go to waste. Every single blog post — formatting, images, metadata, and URLs — was carefully migrated from WordPress into Supabase. The content lived on, now powered by a faster, more flexible backend. No broken links. No lost rankings.
SEO-First Architecture
Every page was built with structured metadata, semantic HTML, proper heading hierarchies, and optimized Core Web Vitals. I set up 301 redirects across all legacy URLs to preserve link equity, generated a comprehensive XML sitemap, and configured Google Search Console to monitor indexing and ensure a smooth transition. The speed improvement alone — from 15+ seconds to under 1 — sent a powerful signal to Google.
Custom CMS for Non-Technical Users
Instead of forcing the client onto another third-party platform, I built a CMS tailored to exactly how the Acro team works. They can update service pages, publish new blog posts, manage images, and edit site content — all through a clean, intuitive interface designed specifically for them.
04 — The Results
Faster. Sharper. Ranking Higher.
~10x
Faster Load Time
15s → <2s
100%
Content Migrated
Zero posts lost
0
SEO Rankings Lost
Seamless transition
Full
Client Control
Custom CMS
PageSpeed Insights — Before & After
Before — Feb 28, 2026
After — Apr 4, 2026
The new Acro Refrigeration website isn't just faster — it's a fundamentally better business tool.
Pages that used to take 8 seconds to load now render in under a second. Every blog post made it through the migration intact, preserving years of SEO equity. And for the first time, the Acro team can update their own website without waiting on anyone.
The improved Core Web Vitals and page speed sent a clear signal to Google — and combined with the SEO-optimized content architecture, the site is now positioned to rank even higher than before.
Delivery Checklist
Complete WordPress to Supabase data migration
Custom CMS with intuitive editing interface
301 redirects, XML sitemap & Google Search Console setup
Sub-second page load times on all pages
Mobile-first responsive design
Edge-deployed on Vercel CDN
Have a similar project in mind?
Whether it's a WordPress migration, a custom build, or a performance overhaul — let's talk about what your website could become.