Critical Infrastructure Issues

• Security Crisis: The website was under active malware attacks with no reliable backup system
• Performance Failures: Site performance rated Grade E, causing high bounce rates and lost customers
• Hosting Inadequacy: Shared hosting couldn't handle traffic spikes, resulting in frequent downtime during peak booking periods

Operational Inefficiencies

• Manual Update Nightmare: Staff spent 13-15 hours updating prices across 90 location pages for each pricing change
• Inconsistent Brand Experience: Each location page was managed independently, creating brand inconsistencies
• No Centralised Control: Offers, hours, and service details required manual HTML editing on each page
• Mobile App Failures: iOS and Android apps suffered from login issues, reducing customer retention

Missed Opportunities

• Poor SEO Performance: Limited organic visibility despite being a national brand
• No Dynamic Marketing: Unable to run time-sensitive or location-specific promotions efficiently
• Data Vulnerability: Critical security oversights exposed customer and business data

I implemented a phased digital transformation strategy that addressed immediate crises while building long-term operational excellence:

Phase 1: Crisis Management & Stabilization

Immediate Security Response

• Implemented comprehensive backup strategy across multiple platforms (local and cloud-based)
• Deployed Wordfence security suite and conducted thorough malware cleanup
• Identified and resolved critical API vulnerabilities that exposed customer data
• Discovered and secured publicly exposed repository containing sensitive configuration files

Infrastructure Upgrade

• Led migration advocacy to Kinsta premium hosting
• Optimized site architecture, moving heavy assets to CDN
• Implemented caching strategies and database optimization

Phase 2: Operational Transformation

Centralised Management Systems I developed a suite of custom WordPress plugins that revolutionized how The Tanning Shop managed their digital presence:

Dynamic Pricing Management

• Built AJAX-powered pricing interface with spreadsheet-like functionality
• Enabled CSV/XML bulk upload capabilities
• Reduced pricing update time from 13.5 hours to just 2-3 hours for all 90 locations
• Allowed subset pricing for regional variations

Intelligent Banner Management System

• Created hierarchical offer system (global → regional → local)
• Implemented automatic scheduling with launch and expiry dates
• Integrated UTM tracking for marketing attribution
• Enabled location-specific promotions without technical knowledge required

Sunbed Database System

• Developed custom post type for equipment management
• Created single source of truth for all sunbed specifications
• Automatic updates across all locations when equipment changed

Store Hours Automation

• Centralized hours management with holiday scheduling
• Bank holiday automation
• Temporary hours adjustments for special events

Phase 3: Customer Experience Enhancement

Mobile App Optimization

• Resolved persistent login issues affecting customer retention
• Implemented secure credential storage for seamless experience
• Ensured GDPR compliance across iOS and Android platforms
• Managed app store compliance and security certificate updates

Website Performance

• Achieved Grade A performance rating (from Grade E)
• Reduced page load times by over 60%
• Implemented comprehensive GDPR compliance system
• Created interactive Christmas campaign driving seasonal bookings

SEO & Content Strategy

• Deployed RankMath for enhanced local SEO
• Implemented custom schema markup for 90+ locations
• Collaborated with SEO manager on technical optimization
• Built location-specific landing pages maintaining brand consistency

000Traffic & Engagement Metrics

200% Traffic Growth

• August 2022: ~70,000 monthly visitors
• April 2024: 200,000+ monthly visitors
• Maintained consistent growth trajectory throughout engagement

Enhanced User Engagement

• Page depth increased to 3.6 pages per visit
• Average session duration: 4.5 minutes
• Bounce rate reduced to under 53% despite traffic surge
• Site successfully handled 3x traffic without performance degradation

Operational Efficiency Gains

Time Savings

• Pricing Updates: 85% reduction in time required (13.5 hours → 2 hours)
• Content Management: 90% faster updates for offers and promotions
• Issue Resolution: From days to minutes for common problems

Cost Reductions

• Eliminated need for emergency developer support
• Reduced lost revenue from downtime (estimated 95% reduction)
• Decreased customer service inquiries related to booking issues

Business Growth Indicators

Financial Performance

• Company cleared long-term debt during project period
• Maintained positive cash flow throughout digital transformation
• Paid search investment increased by 110% (indicating strong ROI confidence)

Competitive Advantage

• First in sector to offer dynamic local pricing
• Only chain with automated seasonal promotions
• Superior site performance vs competitors

Key Success Factors

Stakeholder Management

Successfully advocated for critical infrastructure investments despite initial resistance, ultimately proving ROI through dramatic performance improvements.

Knowledge Transfer

Created comprehensive video tutorials using Guidde AI, enabling internal team to manage day-to-day operations independently, reducing ongoing support costs by an estimated 70%.

Collaborative Approach

Worked seamlessly with newly hired SEO manager to align technical improvements with marketing strategy, resulting in organic traffic driving 60%+ of total visits despite increased paid advertising.

Proactive Problem-Solving

Anticipated seasonal traffic patterns and implemented scalable solutions before peak periods, preventing the revenue loss experienced in previous years.

Client Testimonial Impact

While working with The Tanning Shop, the business achieved:

• Highest traffic levels in company history
• Successful franchise expansion support
• Award-winning Christmas campaign execution
• Industry-leading website performance metrics

Technologies & Tools Utilized

• Development: Custom WordPress plugins, AJAX, PHP, JavaScript
• Security: Wordfence, Sucuri, SSL implementation
• Performance: Kinsta hosting, CDN integration, caching optimization
• SEO: RankMath, AHREFS, custom schema markup
• Analytics: Google Analytics 4, Firebase, UTM tracking
• Compliance: GDPR implementation, cookie management, privacy tools