China Energy is an international energy solutions company with operational bases across Ireland, the UK, and Shanghai. The business initially focused on sourcing renewable energy equipment, building a strong reputation and keyword presence within that space.
This project was not a first-time build, but a full redesign and redevelopment of an existing website, one that had already been performing well. However, after a year of growth, the client significantly expanded their business model. In response to increasing client demand, China Energy broadened its services beyond renewable equipment alone, moving into wider energy and industrial equipment sourcing.
Crucially, the business also evolved operationally. In addition to sourcing equipment, China Energy now manages the licensing, export, and import requirements needed to safely and compliantly deliver equipment to clients’ home countries. This marked a major shift in both service offering and value proposition, requiring the website to be restructured to clearly communicate this expanded capability.
The primary goal of the project was to carry out a full overhaul of the existing website to reflect this new business direction, while carefully retaining keyword rankings that were still relevant to the company’s core services. The challenge was not only to modernise and expand the site, but to do so without disrupting existing organic visibility.
The scope of the website is extensive. It is a multi-page, content-rich platform featuring:
While the site is not an e-commerce platform, the product pages play an important role in showcasing capabilities at a glance and supporting commercial enquiries.
With teams and stakeholders operating across multiple countries, another key requirement was maintainability. The website needed to be structured in a way that allowed for clean updates and easy content management, ensuring that ongoing changes would not become a bottleneck for the business. The goal was simple: allow the client to focus on operations, while the website remains reliable, scalable, and easy to manage in the background.
The approach to redesigning and redeveloping the China Energy website was centred around two core priorities: protecting existing SEO performance and restructuring the site to support an expanded international business model.
Before any design or development work began, detailed SEO analysis was carried out to establish a clear baseline. Reports were generated using Sitebulb and Ubersuggest, alongside a full review of Google Search Console data to identify current ranking keywords, indexed pages, and search performance across key regions.
This information was used to methodically plan the redevelopment process. Pages that were already performing well were preserved, with informative content retained and enhanced rather than removed. Where structural changes were required, 301 redirects were implemented carefully to ensure link equity was passed correctly and rankings were protected. This graceful handling of redirects and content updates ensured that relevant keyword visibility was maintained throughout the transition.
As part of the expansion into new markets, a structured translation setup was implemented to support high-value international audiences. This was not limited to surface-level content translation. SEO titles, meta descriptions, URLs, and on-page content were all tailored for each target region to ensure search engines could correctly understand and rank the site across multiple countries.
This approach allows China Energy to build organic visibility in key international markets while maintaining a consistent brand and messaging framework across languages.
With the business evolving beyond renewable equipment into broader sourcing, licensing, and export services, the website structure needed to clearly communicate this expanded offering. Service pages, product showcase pages, and technical downloads were reorganised to ensure users could quickly understand what China Energy offers and how they operate.
Although the website is not an e-commerce platform, product pages were designed to give visitors a clear overview of available equipment at a glance, supported by downloadable technical data and specifications. This helps inform purchasing decisions while encouraging direct enquiries.
Alongside the technical and SEO considerations, a strong focus was placed on usability and presentation. The website was designed to be extremely user-friendly, professional, and easy to navigate, regardless of location or device.
Visual layout, spacing, and content hierarchy were refined to deliver a polished experience, while also creating a clear WOW factor for both the client and their customers. The goal was to ensure the website reflected the scale, credibility, and professionalism of an international operation, while remaining intuitive and accessible for everyday use.
With teams operating across Ireland, the UK, and Shanghai, the website was structured to be easy to update and manage over time. Content updates, new products, and service changes can be handled efficiently without disrupting the overall site structure or SEO foundations.
This ensures the website continues to support the business as it grows, without becoming a maintenance burden for a company operating across multiple regions.
The redesigned China Energy website has already begun delivering strong commercial results. The business is now receiving high-quality enquiries through the new site, supporting both existing client relationships and new opportunities across international markets.
While China Energy already had a strong reputation within the industry, the new website has made it significantly easier for customers to understand the full scope of services on offer. Visitors can quickly find relevant equipment, review technical information, and begin the enquiry process without friction. The website now acts as a clear entry point into the business rather than a barrier to engagement.
Client feedback has been extremely positive. The website aligns seamlessly with the company’s expanded business model and accurately reflects the scale and professionalism of their operations. The client has expressed that the new site supports their growth ambitions and gives them confidence in presenting their services to new markets and partners.
From a structural and operational perspective, the website has been built to scale. The new framework allows the client to easily manage and expand their product database as the business grows. New product pages and content can be added efficiently without introducing technical complexity or SEO risk.
Importantly, SEO foundations are handled automatically at a structural level. As new pages are added, URLs, SEO titles, and meta descriptions are generated in line with best practices, ensuring consistency and ongoing optimisation without manual intervention. This allows the client to focus on business growth while the website continues to support organic visibility in the background.
Performance testing confirms the site is fast, stable, and reliable across devices. Combined with the improved structure and international SEO setup, the website continues to gain visibility, with rankings increasing week by week as new content is indexed.
Overall, the project demonstrates how a strategic website redevelopment can support an evolving business model, improve user experience, and enable long-term growth without adding operational complexity.
