Case study 01Unsolicited redesign2026
Wastecorp Pumps
Wastecorp makes pumps for sewage, sludge and solids. Its website was an e-commerce store with a rotating slider on the front. I rebuilt it as a catalogue that works the way an engineer shops.
01
The problem
I audited the live site on October 1, 2026. These are the problems that cost a buyer the most time.
- The homepage never says what the company makes.The hero was a rotating slider of slogans such as “Pumping like never before.” The page had no H1 heading.
- Search buried the pump you typed.Searching “3FA” returned 80 results. The first twelve were product category names, repeated, and the pump itself was not on the first screen.
- Specs were below the fold.Above it: four marketing bullets and four buttons of equal weight. Flow, head and solids size were several screens down.
- A quote form with 16 fields.Thirteen were required, including fax and middle name, and none asked about the job.
- Two navigation bars and five shop controls.Cart, account, compare, configure and currency, on a site where the real conversion is a quote or a phone call.
02
The strategy
- Five ways in, one destinationBuyers can start from pump type, what they are pumping, industry, brand or a technical requirement. All of them end on the same product pages.
- Model numbers firstEngineers speak in codes. Search ranks “3FA” or “6DDMK” straight to the model, and monospace type keeps codes and units readable.
- Decisions where they happenQuote and Talk to an engineer sit in the header, on every product card and in a sticky bar on phones. The model is carried into the form.
- Keep what Google already knowsExisting product URLs are preserved, and old store links redirect, so a redesign does not reset years of search history.
03
The transformation
Same company, same products, same photography. What changed is what a buyer sees first and how fast they get to a specification.
Homepage on a phone
Product page on a phone
04
The details
3FA-EC-DD
3" Standard Electric Double Diaphragm Pump
Type
Archivo 700, semi-condensed
IBM Plex Mono
Archivo gives headlines an industrial, semi-condensed voice without stencil clichés. Plex Mono is reserved for model numbers, specs and units, so technical data looks different from marketing text.
- Graphite#111416
- Warm concrete#F4F3EF
- Signal gold, from the logo#D9A032
- Teal, from the product paint#0B5C64
A 12-column grid, 1,320 px wide, with a 4 px base unit. Thin rules separate content instead of floating cards, and there are no gradients except one dark scrim over photography.
Pump finder
Six questions, matched against the published specifications of 191 models. When a value is missing, the model appears under “confirm with engineering” instead of a false match.
Parts store inside the site
98 parts with search by part number, a “parts for my pump” filter and a request list that works like a cart, without taking payment.
On a phone
A compact header, a sticky Call and Request a quote bar, spec strips in two columns and filters in a bottom sheet.
05
The result
This is a concept, so there is no live traffic or sales to report. These are measurements of the build itself.
What I would measure after launch
- More quote requests per visit
- Fewer searches that end without a click
- More enquiries that arrive with the model already filled in
Independent concept. It is not affiliated with, endorsed by or commissioned by Wastecorp Pumps. Names, logos and product images belong to their owners and are shown only to illustrate the redesign.