Manufacturing · Website redesign
Pacific Laser Arts, precision, made accessible.
A complete website redesign for an established Sydney laser cutting and metal fabrication business, turning technical services and past projects into qualified leads.
Overview
Modernising an established business online
Pacific Laser Arts is a well-established laser cutting and metal fabrication business in Sydney. This project was a complete website redesign to modernise their online presence and better showcase their technical services and past projects.
The redesign needed to update the visuals, improve navigation, and help convert visitors into leads by making it clear what Pacific Laser Arts offers and how to request a quote.
The challenge
Technical content, for engineers and artists alike
The primary challenge was presenting very technical content, like cutting capabilities, specifications and machinery, in a clean, accessible way for a broad audience, from engineers seeking specific services to artists and designers interested in custom fabrication.
A mobile-friendly site for offices and on-site workshops.
Services organised logically by material and precision.
A portfolio of past work to build credibility.
Improved SEO, since the old site had very little engagement.
A stronger call to action for requesting a quote.
A high-tech, precise look that still welcomes non-technical clients.
Process
From content audit to launch
Research & content audit
Reviewed the old site and analytics, found key content like the project gallery and specs buried, studied industry leaders, and identified the most profitable services with the client.
Information architecture
Clear Services, Portfolio, About and Contact sections, with sub-pages per service and a prominent quote form.
Wireframes
Visual-first page layouts, like a portfolio grid on the home page and photo-led service pages, with a “Request a Quote” button on every page.
Visual design
A sleek, modern aesthetic in brand colours, clean type and service icons, high-resolution process photography, and tooltips and FAQs to keep detailed specs tidy. Feedback added testimonials and certifications.
Development
A custom responsive WordPress theme with Elementor for future edits, and a filterable portfolio by industry, like Architectural Models or Signage.
Performance & testing
Lazy loading and compression for image-heavy pages, plus cross-browser and device testing for office and workshop users.
Results
More engagement, more qualified leads
In the three months after launch, visitors spent more time on the Portfolio pages.
The client found it much easier to direct customers to specific service pages.
Service pages answered initial questions better, leading to more qualified leads.
Tools
- Figma
- WordPress custom theme
- Elementor
- Photoshop
- Google Analytics