Client Overview:
Fresh By Design is a leading Australian supplier of aquatic systems, equipment and technical solutions, servicing the aquaculture, aquarium and zoo industries across Australia and New Zealand.
With extensive industry experience, the business provides everything from individual equipment and components through to complete system design, construction, consultancy and technical support. Its clients include commercial aquaculture operations, research institutions, public aquariums and specialist aquatic facilities.
Project Goals:
The existing Fresh By Design website had been built many years earlier and was ready for a complete redesign and rebuild. With an extensive product catalogue, a growing portfolio of projects and an increasingly diverse customer base, the business needed a modern website that could support both online sales and more complex project enquiries.
A key priority was improving how information was organised and managed behind the scenes. Product specifications, technical documents and project information needed to be presented consistently, remain easy for staff to update and be structured in a way that could support emerging AI technologies.
The new website also needed to accommodate different purchasing processes, from straightforward online transactions to products requiring individual quotations, while integrating with existing business systems and third-party services.
Our Approach:
This was one of the more technically complex WordPress projects I’ve undertaken, combining a complete visual redesign with extensive e-commerce functionality, structured content management and multiple third-party integrations.
I rebuilt the website using WordPress, Elementor and WooCommerce, creating a contemporary, responsive design that makes it easier for visitors to explore Fresh By Design’s extensive product range, services and completed projects.
A significant part of the project involved developing a structured approach to content management using Advanced Custom Fields (ACF). Product specifications, key features, FAQs and technical resources were organised into dedicated fields, including flexible repeater fields. Custom Post Types were also created for Projects and Team Members, allowing detailed information to be managed consistently and displayed through custom-designed templates.
This structured approach improves content consistency, simplifies ongoing updates and makes information more accessible to AI-powered tools and integrations.
The WooCommerce store was extensively customised to accommodate different purchasing requirements. Customers can purchase products online using a range of payment methods, while Request a Quote and Catalog Mode functionality allows selected products to be presented without standard online purchasing.
Shipping integrations support delivery options through Australia Post and Interparcel, while Mailchimp connects the website with the business’s email marketing activities.
The project also incorporated a Model Context Protocol (MCP) connection with Claude, providing a foundation for AI-assisted website content management and workflows, along with integration with existing business systems.
The result is a modern, highly functional website that brings together e-commerce, technical information, project showcases and business integrations within a flexible platform designed to support Fresh By Design’s continued growth.
Key Features:
- Complete redesign and rebuild of the existing WordPress website
- Custom WooCommerce online store with extensive product catalogue
- Stripe, Zip and Afterpay payment options
- Request a Quote and Catalog Mode functionality alongside standard online purchasing
- Australia Post and Interparcel shipping integrations
- Advanced Custom Fields (ACF) for structured product specifications, key features, FAQs and technical resources
- Flexible ACF repeater fields for consistent, easily managed content
- Custom Post Types for Projects and Team Members
- Custom-designed templates for products, projects and other dynamic content
- MCP connection with Claude for AI-assisted website management
- Yoast SEO Premium and Yoast WooCommerce SEO for search engine optimisation
- Mailchimp integration for email marketing
- Responsive, mobile-friendly design
- Flexible website structure designed to support future expansion
