Moving what matters
for Atlantic Pumps

By 2024, Atlantic Pumps needed to evolve its digital approach to match its business ambitions. The previous website was built around a product-focused structure that didn’t necessarily reflect how the business actually worked with clients.

From products to solutions: The company needed to shift from showcasing individual products to demonstrating comprehensive solutions. 

Market expansion requirements: Breaking into new industries like Water, Biogas, and Quarrying meant creating dedicated pathways and content that spoke directly to each sector’s specific challenges.

Traffic quality issues: While the website attracted visitors, much of the traffic came from international markets that weren’t target prospects. 

SEO preservation risk: With over 500 pages of content – products, blogs, case studies, and technical resources – that had built valuable organic search rankings over years, any platform change needed to protect this hard-won visibility.

To tackle both brand and platform issues, Vivid led a two-phase transformation: refreshing the brand identity, then moving to a better-suited WordPress platform, while preserving SEO equity.

Laying the foundation: Brand strategy workshop

The project started with a deep-dive brand workshop. Together, we worked with Atlantic Pumps’ team to redefine the narrative around the idea of delivering ‘clear-cut solutions’ – a message captured in a new strapline, crafted during the workshop: ‘Moving What Matters.’

This marked a shift from a product-led message to a solutions-focused identity – highlighting Atlantic Pumps’ consultative approach, technical depth, and commitment to sustainable outcomes.

With the brand narrative locked in, Vivid handled the technical migration from Shopify to WordPress. This platform was chosen for its flexibility, scalability, and easy-to-use content management system.

The team transferred over 500 pages of content while preserving internal links and metadata. Redirects were meticulously mapped to protect search rankings and maintain link equity.

The website development evolved around a clear focus on user experience. Navigation is now more intuitive, allowing visitors to quickly locate the information they need. The product filtering and search tools were revamped to align with the real-world workflows of engineers and procurement professionals. Important resources like technical documents and data sheets, which were previously hard to find, are now easily accessible. 

To better serve key industries, the site features dedicated pathways for Water, Biogas, and Quarrying and Mining – each offering tailored content that addresses the specific challenges of those sectors.