Case Study: Complete Website Transformation for Fraz Developments (Construction Company, Bradford)

By Amit Singh, Website Designer & Digital Specialist, Dot it Media

Overview of the Project

Fraz Developments is a Bradford-based construction company offering renovation, conversions, and other building and construction services across the UK. Like many UK small businesses, their website had become outdated, insecure, and ineffective. The company approached Dot it Media for a full digital transformation aligned with modern standards in small business website design and construction company website design.

This case study outlines how we rebuilt their digital presence, restored security, implemented full technical SEO, and created a high-performing, lead-generating website suitable for both organic and paid growth.

Initial Digital Problems Identified

During our assessment, the existing website showed several problems common among small and local construction businesses:

Google Safety Warnings and Security Risks

The site was flagged as unsafe due to malware, resulting in lost trust and reduced enquiries. Visitors were leaving immediately upon seeing the warning.

Compromised Email Accounts and Communication Issues

Email accounts were inaccessible, preventing access to important project information, customer messages, and documentation.

Poor Design and Outdated User Experience

The previous website failed to reflect the quality of Fraz Developments' construction work. It lacked structure, clarity, and visual identity.

Hosting Instability and Performance Failures

Frequent downtime and slow loading speeds made the website unreliable and unfit for local SEO performance.

These issues severely affected the business’s credibility, conversion rates, and ability to compete online, especially against other construction firms with modern websites.

Project Goals and Objectives

The project required a complete recovery and rebuild, focusing on both short-term stability and long-term digital growth.

Core Objectives

Remove malware and restore website security
Recover all email accounts and communication channels
Rebuild the website with a modern, construction-focused design
Improve user experience and mobile performance
Implement full technical SEO for long-term ranking
Create a high-conversion landing page for paid ads
Provide ongoing website maintenance and optimisation

These objectives align with our core services in small business website design and construction website design in the UK.

Our Approach and Methodology

1. Website Security Restoration

We began by addressing security vulnerabilities. Malware was removed, Google’s unsafe warnings were cleared, and new security layers were implemented. The hosting environment was rebuilt from scratch to ensure safety, reliability, and long-term protection.

2. Email Recovery and Infrastructure Repair

All compromised email accounts were restored, including access to past conversations, project files, and client communications. This step ensured continuity for day-to-day business operations.

3. Full Website Redevelopment (Small Business + Construction Focused)

We designed a brand new website using best practices in construction company website design and small business web design:

Key Improvements in the New Website

A modern, visually strong homepage
Clean service page hierarchy
A structured project gallery showcasing completed work
Optimised contact pages with stronger conversion flow
Improved mobile responsiveness
Clear, simple navigation design
Modern branding that reflects the business

The new layout enables potential clients to understand services quickly and enquire with confidence.

4. High-Converting Landing Page for Paid Ads

A dedicated landing page was created and integrated with Meta Ads, featuring:

Clear messaging tailored to construction enquiries
A free downloadable resource used as a lead magnet
Pop-up quote forms
Trust signals
A mobile-first structure
HubSpot CRM integration for automated lead management

This landing page now supports an ongoing paid campaign.

5. Technical SEO Implementation

We implemented full on-page and technical SEO as part of our USP (included with all Dot it Media websites):

Google Search Console setup
Google Analytics 4 integration
Metadata optimisation
Image compression and alt text
XML sitemap indexing
Schema markup
Local SEO optimisation for Bradford
Improvements in speed and performance
Core Web Vitals optimisation

This SEO foundation enabled the site to start ranking early for construction and branded keywords.

6. DotCare Ongoing Website Maintenance

The website is now maintained under our DotCare Maintenance Plan, which includes daily backups, ongoing updates, security monitoring, and technical support. This ensures long-term site stability and performance.

Why Small Businesses Need Modern, Secure Websites

Small businesses across the UK depend on strong digital foundations. A fast, secure, well-designed website directly improves:

Customer trust
Enquiry rates
Local search performance
Professional reputation

Why Construction Companies Need Industry-Focused Website Design

Construction firms require:

Strong visuals
Clear service descriptions
Trust signals
Project galleries
Fast loading speeds
Local SEO optimisation

These elements were all integrated into the new Fraz Developments website

Results and Performance Improvements

1420+ Impressions

in the last 3 months

216 Clicks

out of 1420 impressions

15.2% CTR

on all impressions

9.2 Average Position

of the website ranking

Organic Search Performance

Within three months of launch, Google Search Console data showed:

1,420+ impressions
15%+ CTR for branded searches
Growing visibility for construction service keywords
Improved ranking positions across several local searches

This is a significant improvement for a small, local construction company with a previously compromised website.

Paid Advertising and Lead Generation

The Meta Ads campaign, powered by the new landing page, has generated steady enquiries. HubSpot CRM integration ensures that all leads are tracked, segmented, and followed up properly.

Infrastructure Stability

Hosting performance, uptime, and email systems are now stable and secure, providing a reliable foundation for digital growth.

Conclusion and Next Steps

Fraz Developments now operates with a reliable, secure, and modern website that reflects the quality of its construction work. The company has regained control of its digital presence, improved its search visibility, and adopted a scalable digital foundation suitable for long-term business growth.

This transformation demonstrates the impact of a properly structured and SEO-ready website for any small business or construction firm.

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