The client - Dura Pump Website Redevelopment.

Turning a complex technical offer into a customer-led digital experience

Dura Pump is a specialist pump service provider working across critical environments where reliability, compliance and performance really matter.

From healthcare and education to correctional facilities, industrial sites and facilities management, their team helps organisations keep essential systems running safely, efficiently and without unnecessary disruption.

The brief.

Dura Pump’s existing website had reached the end of its life. Built in WordPress, it had been added to and adapted over time, but no longer reflected the direction of the business or its customers’ needs.

The brief was clear: the new website needed to move away from being all about Dura Pump and focus instead on the people they help.

It needed to speak directly to key sectors, simplify complex services, support lead generation, improve SEO foundations and give the internal team more control over content.

The challenge.

This was not just a design refresh. It was a strategic repositioning project.

Dura Pump works in environments where pump failure can cause serious disruption, rising costs, compliance issues and operational pressure. The challenge was to translate their technical expertise into a website that felt clear, useful and commercially focused.

Different users also needed different routes through the site. A facilities manager, engineer, contracts manager or sustainability lead will all arrive with different pressures, priorities and questions.

We needed to create a website that helped each user quickly find the right solution, understand the value and take action.

The solution.

We started with discovery, reviewing Dura Pump’s customer groups, sales insight, existing website performance and the role the new website needed to play in the customer journey.

From there, we developed a more customer-led structure built around sectors, solutions and real-world problems. Instead of forcing users through a broad product catalogue, the new site guides them towards content tailored to who they are, what they need, and the challenges they are trying to solve.

The new WordPress website includes:

Clear sector pathways for healthcare, education, correctional facilities, facilities management and industrial audiences
A guided “How can we help?” journey to direct users to relevant services
Interactive calculators to support energy-saving and cost-impact conversations
Case studies, guides and technical resources to build trust and support decision-making
Dura Pump Connect, giving customers access to key account and service information
Stronger SEO foundations, redirects and GA4 tracking to support ongoing measurement
Zoho integration to help manage enquiries and lead flow

The result is a website that turns complex technical services into clear, useful customer journeys.

The result.

Dura Pump now has a website that reflects the scale, expertise and ambition of the business.

The new site moves the conversation away from “what we do” and towards “how we help”, making it easier for prospects to understand the value Dura Pump can bring to their organisation.

The platform is easier to manage, stronger from an SEO and measurement perspective, and better equipped to support sector-led growth.

Most importantly, it gives Dura Pump a digital presence that works harder across the full customer journey: attracting the right visitors, guiding them to relevant content, simplifying complex services and creating more opportunities for meaningful enquiries.