A strategic WordPress consolidation bringing several specialist W Group websites together under the founding Woodmans brand, with a clearer service structure, refreshed digital presence and SEO-conscious migration.
A strategic WordPress consolidation bringing several specialist W Group websites together under the founding Woodmans brand, with a clearer service structure, refreshed digital presence and SEO-conscious migration.
Sarah Kneath
Former Group Marketing Manager
Woodmans is a multi-disciplinary construction business bringing together architecture and interiors, civil and structural engineering, construction and development, mechanical and electrical, and bespoke joinery.
The business had grown around several connected brands and websites, each representing different parts of the wider W Group structure. As the company moved toward a clearer Woodmans-led identity, the website needed to reflect that same direction.
The project involved consolidating multiple service websites into one central Woodmans platform, making it easier for visitors to understand the full range of in-house capability while still being able to explore each service area individually.
Working alongside the refreshed brand direction developed by Bill Wallsgrove of Brandad, the website needed to translate the updated Woodmans identity into a clear, confident and practical digital experience.
This was not simply a visual redesign.
The project involved bringing several separate websites and service areas together without losing clarity, search visibility or the individual value of each discipline.
Each part of the business needed its own space within the new website, while still feeling like part of one joined-up Woodmans brand.
The site also needed to support a careful migration process, with legacy URLs redirected into the new structure to help preserve existing search value and avoid unnecessary dead ends for users and search engines.
At the same time, the finished website had to feel premium and established, reflecting the scale and capability of the business without becoming cluttered or difficult to manage.
I built a bespoke WordPress website around a clear service-led structure, with Woodmans positioned as the main brand and each discipline given its own dedicated area.
The new structure includes dedicated pages for:
The homepage introduces the combined Woodmans offer clearly, while the service pages allow users to move directly into the area most relevant to their project.
The design uses the refreshed Woodmans identity in a restrained, confident way, with strong typography, monochrome layouts, architectural imagery and the Woodmans orange used selectively for emphasis.
The portfolio area was retained and updated to sit within the main Woodmans site, helping previous project work support the wider consolidated brand rather than being split across separate websites.
An additional structured Meet the Team section was also created, allowing team members to be organised by department and managed more consistently within WordPress. Rather than building this as a static page, the team area was set up as structured content, making it easier to maintain as the business changes.
The migration work included redirect planning and implementation across the legacy websites, helping guide users and search engines from the older brand sites into the relevant new Woodmans pages.
Woodmans now has a single, clearer digital platform that reflects the way the business operates today.
The new website brings the previously separate service areas together under one confident Woodmans identity, while still giving each discipline enough space to stand on its own.
The result is a more coherent user journey, a stronger brand presentation and a website structure that is easier to manage, maintain and build on over time.
The consolidation also gives Woodmans a stronger foundation for future marketing, search visibility and portfolio development, with the main business now represented through one central website rather than a fragmented group of separate service sites.
We use necessary technologies to keep this website working. With your permission, we use optional analytics and marketing technologies. You can accept, reject or manage your choices. Privacy policy Cookie policy
Optional services: Google Analytics.
Required for the website to function and cannot be switched off.