Website
W&P Pumps
W&P Pumps has been family owned since 1986 and now runs 25+ full-time staff out of Kyabram. The site had to carry a deep product range and a serious service capability without one hiding the other.
The problem
A business that sells centre pivots, lateral moves, mixed flow and axial pumps, solar pumps and bay outlets, and also welds poly pipeline, builds pump stations, does confined space work and chain trenching, is genuinely hard to present. Organise by product and the service capability disappears. Organise by service and the catalogue does. Either way, a dairy farmer and a quarry manager land on the same page and neither of them sees themselves.
What we built
The site is organised by industry instead: agriculture and irrigation, mining and resources, quarries and civil, dairy and food production, municipal and industrial, domestic and rural. Each one names the products and services that apply to it, so a visitor gets to the right shortlist in one click rather than reading a catalogue. The company line, we service what we sell, became the organising idea rather than a tagline in the footer, and the numbers that prove it (39+ years, 25+ full-time staff, 24/7 breakdown support) sit above the fold on the second screen.
The result
A site that reflects a 39-year business at its real size, and sorts visitors into the right conversation before anyone picks up the phone.