PEC Tools
Complete e-commerce site rebuild with theme migration, performance optimization, and SEO preservation for a precision tools manufacturer.
Summary
PEC Tools, a precision measuring tools manufacturer established since 1960, needed a complete site rebuild to modernize their online presence and enable direct-to-consumer sales.
Code Cobalt migrated their site from Avada to Kadence theme, rebuilt the e-commerce platform with WooCommerce, and imported 500+ products with variations. The transformation dramatically improved performance while preserving valuable SEO assets, and enabled direct-to-consumer sales through a fully functional online store.
The Challenge
PEC Tools' existing Avada-based website had critical performance issues, with all pages rated "Poor" for Core Web Vitals. The site suffered from slow loading times, dated branding, and an incomplete product catalog.
Additionally, the site had no direct sales functionality, making it impossible for customers to purchase products online. Accessibility compliance was also lacking.
Preserving existing SEO value was a key priority throughout the rebuild. The site had accumulated 800+ backlinks and approximately 1,400 monthly visits, so careful planning was required to maintain URL structure and search rankings while modernizing the platform.
Our Solution
Code Cobalt executed a comprehensive site rebuild using a staged launch approach. We migrated from Avada to Kadence theme with Kadence Pro, Blocks Pro, and Woo Extras, rebuilding hundreds of pages with modern, accessible designs meeting WCAG AAA standards.
We imported 500+ products with variations into WooCommerce and configured advanced e-commerce features including:
- Variation image galleries
- Advanced product search
- Duplicate variations
- Stripe payment gateway integration
- County-based tax configuration for California
- Shipping options
- Membership program support
- Gift card functionality
Performance was dramatically improved through Core Web Vitals optimization, resulting in excellent performance scores across key metrics. SEO preservation was achieved by maintaining URL structure, implementing 301 redirects where needed, and preserving page titles and meta descriptions.
Additional enhancements included integrated contact forms with Gravity Forms, a news/events blog section, and comprehensive Google Analytics and Google Search Console setup. The staged launch allowed the homepage and product pages to go live early while completing remaining pages.
Results
The site rebuild was successfully completed with all SEO assets preserved, maintaining 800+ backlinks and 1,400 monthly visits while dramatically improving performance metrics.
Core Web Vitals performance was significantly improved across all pages, delivering excellent performance scores and a modern, accessible, and fast user experience.
Most importantly, the new platform enabled immediate direct-to-consumer sales, with PEC Tools receiving their first online order on launch day. The accessible design and improved performance not only enhance user experience but also support better search rankings, as accessibility and performance are increasingly important ranking factors.
The transformation successfully modernized PEC Tools' online presence while maintaining their valuable search engine visibility.