Restructuring for clarity, performance, and scale

Client Background
Fortress Power designs and manufactures advanced energy storage solutions for residential, commercial, and industrial applications. Their website was built to showcase a growing product lineup, but the underlying structure was holding them back — product pages were running on a WooCommerce setup meant for online retail, even though there was no direct e-commerce functionality.

Challenges

• WooCommerce was adding unnecessary complexity and bloat to a non-sales site
• Product and service pages weren’t structured for search engines or easy navigation
• Content updates required too many manual steps, slowing down marketing campaigns
• The site lacked a clear separation between product specs, services, and educational content

Approach (LOOP Framework in action)

Launch – Quick wins to improve usability

• Removed the unnecessary WooCommerce setup to reduce backend load
• Audited the site to map out proper content types for products and services

Operate – Build a better framework

• Created custom post types for products and services, each with tailored fields for specs, applications, and related resources
• Designed new templates to display product information in a more structured, user-friendly way

Optimize – Improve discoverability and workflow

• Implemented schema markup for product pages to boost search visibility
• Streamlined the admin panel so the marketing team could quickly add or update content without technical bottlenecks

Progress – Position for long-term growth

• Built a scalable structure to accommodate future product lines and new service offerings
• Established a clear separation between product details, service information, and thought leadership content to improve the customer journey

Results

• Faster site load times and smoother backend performance after removing WooCommerce dependencies
• Product and service pages now attract more relevant organic traffic with improved search structure
• Marketing team can publish updates and launch campaigns in hours instead of days
• Clearer user navigation from product to service pages, reducing bounce rates and improving engagement tracking

Takeaway
The right website structure doesn’t just make things look cleaner — it makes every update faster, every product easier to find, and every campaign more effective.