Amplex

Rebranding and Migrating a Large Product Catalogue into a Scalable Digital Growth Platform

Amplex is a supplier of industrial and consumer product solutions with an extensive product catalogue and strong industry expertise. However, their existing Neto platform had become restrictive – limiting flexibility, content control, and digital growth potential.

Brighta was engaged to reposition the brand and migrate the business onto a scalable platform built for long-term growth.

The Challenge

Abletech operated across two disconnected websites:

  • A service-based Squarespace site
  • A Shopify e-commerce store (MedPart)

While functional independently, together they created:

  • Fragmented user journeys
  • Brand inconsistency
  • Operational inefficiencies
  • Missed cross-sell opportunities
  • Increased friction between service enquiries and product purchases

Customers were required to move between platforms depending on their intent – reducing trust, increasing drop-off, and complicating internal operations.

The objective was clear:

Unify two platforms, two audiences, and two commercial models into a single scalable digital experience – without losing functionality or SEO equity.

Our Approach

This project combined brand refinement, UX strategy, technical migration, SEO, and conversion strategy into a single, structured transformation.

 

1. Strategy, Audit & Planning

We began with a full digital audit to understand:

  • How users researched and compared products
  • Where friction existed in the customer journey
  • How the brand should be positioned as both supplier and educator
  • Technical and SEO risks associated with migrating from Neto

This resulted in:

  • A clear sitemap and information architecture
  • Defined product discovery and enquiry pathways
  • A structured migration roadmap prioritising stability

2. Brand Refinement & Visual Alignment

Amplex’s brand was refined to ensure consistency and authority across digital touchpoints.

Key outcomes:

  • Cohesive visual identity across layouts, typography, and imagery
  • Consistent branding across product, category, and content pages
  • Professional, modern design language aligned to industrial buyers

The focus was clarity, credibility, and longevity – not trend-driven design.

3. UX Strategy & Website Design

With a large product catalogue and multiple audience types, UX was central to success.

We designed:

  • Structured product categories for intuitive browsing
  • Conversion-focused product and category templates
  • Strategic CTAs aligned to enquiry and lead capture
  • Mobile-responsive layouts optimised for usability and performance

All wireframes and high-fidelity designs were produced in Figma to ensure precision before development.

 

4. Custom WordPress Development & Catalogue Migration

The new website was custom-built on WordPress, with WooCommerce supporting product architecture and future e-commerce flexibility.

Key deliverables:

  • Cross-platform migration from Neto to WordPress + WooCommerce
  • Structured migration of a large product catalogue
  • Custom theme design and development
  • Template-driven CMS enabling internal content management
  • Secure, scalable, performance-focused infrastructure

This transition provided full flexibility and eliminated platform limitations.

 

5. SEO Migration & Performance Safeguards

To protect and enhance search visibility:

  • SEO best practices were embedded into site structure
  • URL structures and metadata were preserved and optimised
  • Internal linking improved discoverability
  • Post-launch QA ensured stability and performance

The migration maintained traffic continuity while strengthening the foundation for organic growth.

 

6. Authority Content & Lead Generation Framework

To position Amplex as an industry authority, we:

  • Developed educational and informative content
  • Structured key pages to guide users from research to enquiry
  • Applied CRO principles to Home, Category, and Product pages

The website now functions as both:

  • A structured product discovery platform
  • A lead-generation and authority-building asset

The Outcome

Amplex now operates with:

  • A modern, scalable WordPress platform
  • A refined and consistent brand presence
  • Clear, intuitive journeys across a large product catalogue
  • Strong foundations for lead generation and organic growth
  • A CMS that empowers internal team management

The Brighta Impact

Amplex has transitioned from a restrictive platform to a future-ready digital ecosystem that supports:

  • Growth
  • Authority
  • Operational efficiency
  • Long-term brand equity

     

This wasn’t simply a migration.

It was a strategic reset – delivering clarity, control, and a scalable platform built to evolve with the business

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