Website Rebuild for dpix Creative Photography
dpix Creative Photography · Photography
A full, ground-up website rebuild — 50+ hours, built and shipped with Claude Code.
The problem
dpix's site was doing everything except its job.
- Slow load times — people were gone before the page had finished loading.
- Content that didn't answer what a visitor actually wanted to know.
- No defined ICP, so every page tried to speak to everyone and landed with no one.
- Weak technical SEO.
- CTAs that asked for nothing in particular, so nobody did anything in particular.
Underneath all of it: the client had been taking advice from too many directions — a bit of SEO here, a design tweak there — with nothing tying it together. The site wasn't broken. It was directionless.
What we did
- Defined the ICP and content pillars first, before touching any code.
- Rebuilt the site's information architecture and content around what that ICP actually needed to know.
- Fixed the technical SEO.
- Rewrote the CTAs to target that ICP specifically.
- Edited and curated the photo galleries.
- Fixed site speed.
All built and shipped using Claude Code.
The result
The rebuilt site loads fast, speaks directly to a defined ideal client, and answers the questions that actually matter to them. Within weeks of launch, five new enquiries had come through — the first qualified leads the new architecture was built to attract. Galleries are curated, CTAs are targeted, and technical SEO is clean.
The takeaway
Fix the process, not just the paint. The technical rebuild mattered, but the real fix was diagnosing what the client needed before writing a line of code.
AI tools don't create good outcomes on their own. They're only as good as the problem-solving behind them.
Frequently asked questions
What was wrong with the original dpix website?
The site was slow, tried to speak to everyone, had weak technical SEO and vague calls to action. It was not broken, it was directionless, with advice taken from too many sources and nothing tying it together.
What tools were used on this project?
The rebuild was delivered with Claude Code for development, Terminal for command-line work, and Local by Flywheel for local WordPress development and testing.
What results did the rebuild deliver?
Within weeks of launch, five new qualified enquiries came through. The site now loads fast, speaks to a defined ideal client, has curated galleries, targeted CTAs and clean technical SEO.
Did the photography content change?
Yes. The galleries were edited and curated, and the content was rewritten around what the defined ideal client actually needs to know before getting in touch.