Creating the latest signage and branding solutions across the UK

Signstar Signs & Graphics is one of London’s most established commercial sign companies, with over 30 years in business, a fabrication unit in Kings Langley, and a client roster that includes Netflix, IKEA, Google and Warner Bros. Despite strong SEO foundations and fast load times, their existing website struggled to convert the traffic it attracted weighed down by generic messaging, content overload, and no clear path to enquiry.

Webshape was brought in to redesign and rebuild the site on WordPress: a cleaner structure, a focused conversion architecture, and a forward-thinking SEO strategy  all while preserving the rankings and URL structure Signstar had built over many years.

Signstar’s existing site had genuine strengths: years of accumulated SEO authority, fast load times, and an impressive client roster. But for a visitor arriving with a commercial signage need, the experience was overwhelming. A 15-item mega menu with thumbnails, a homepage carousel where every slide carried the same subtitle, and messaging built entirely on generic claims gave no clear hierarchy and no obvious next step.

The wider business complexity added to the challenge. Signstar operates across corporate signage, vehicle branding and an e-commerce print shop, each with distinct audiences and services. Simplifying that into a focused digital presence, without sacrificing the rankings built over many years, was the central problem Webshape was brought in to solve.

Webshape designed and built a full WordPress theme from scratch using ACF Pro, with a custom block system covering every page type: homepage, service pages, pillar pages, industry landing pages and case studies. The homepage was rebuilt around a single hero, animated proof point counters, a client logo strip, a focused six service grid, a project gallery and an embedded contact form, cutting the page roughly in half compared to the original.

Six service-specific contact forms were built with conditional logic, file uploads and repeater fields, each tailored to the relevant service. Alongside the build, Webshape developed an SEO strategy covering 200+ keywords, with pillar pages, industry sector landing pages, and full schema markup across LocalBusiness, Service, FAQPage, AggregateRating and CaseStudy types. All existing URLs, slugs and Yoast metadata were preserved throughout to protect Signstar’s existing rankings.

Since launch, Signstar has gained 25 ranking positions, seen a 20-fold increase in search impressions, and recorded a 95% increase in monthly enquiries. The new conversion architecture means every page has a clear next step, with service-specific forms improving the quality of incoming enquiries alongside the volume.

Signstar now has a platform built around proof of expertise, with major client case studies, structured schema and pillar content positioning them as a premium commercial signage provider rather than a local sign maker. The site is built to scale across all three brand areas: corporate signage, vehicle wrapping and Printstar e-commerce.