A Faster, More Visible Website for Bidfood Australia
Increase in Click-Through Rate
Enhancing website engagement
Positions Gained in Organic Search
Average position improved from 41 to 13.8
Bidfood Australia is one of the country’s largest foodservice distributors, supplying restaurants, pubs, hotels, aged care providers and hospitals through a nationwide branch network.
That makes the website more than a corporate brochure. It supports branch information, product and promotion pages, monthly specials and enquiries that connect customers with their local team.
Over time, the large WordPress website had become harder to manage, with performance, publishing and technical SEO issues beginning to affect the marketing team.
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A Site That Had Grown Heavy
Years of campaigns, plugins and large imagery had added weight to the site over time. Performance had gradually declined, making regular monitoring and optimisation increasingly important.
Publishing Issues Were Slowing the Marketing Team Down
Production issues were affecting page updates and other website functionality, including changes that did not publish correctly and mobile navigation problems. These faults were creating additional technical work for the marketing team.
Search Visibility Had Room to Improve
The site was averaging position 41 in organic search, while technical issues such as error pages, redirect chains and gaps in metadata were limiting the visibility of important pages.
In Short:
- Site performance had declined over time and needed more consistent monitoring.
- Publishing issues were adding technical workload for the marketing team.
- Technical SEO issues were limiting organic search visibility.
1. Finding Out What Was Actually Wrong
Before making changes, we completed a search performance audit and a broader technical review covering site health, UX, performance and security.
The findings were turned into a structured remediation programme covering error pages, redirect issues, image optimisation, site speed, metadata and accessibility-related content improvements.
This gave Bidfood a clear, prioritised plan for resolving the technical issues rather than addressing problems one at a time.
2. Clearing the Debt, Then Rebuilding the Front End
We worked the programme through to completion, then turned to the pages themselves.
- Resolved the redirect chains and cleared out the error pages
- Completed the missing metadata and alt text across the site
- Rebuilt the homepage for performance, removing unnecessary plugin overhead and simplifying page structures to reduce render weight.
- Simplified the plugin stack and refined caching and image optimisation to improve overall performance.
The site became lighter and faster, with performance remaining more consistent over time.
3. Making Security a Routine Instead of a Reaction
On a site this size, security needed to be proactive rather than reactive. Ongoing monitoring covered malware, vulnerabilities and website trust, with identified issues reviewed and remediated as part of the maintenance process. Two-factor authentication was added to strengthen backend access.
Emerging third-party security risks were also reviewed promptly, with the site checked and remediated where required.
The focus was on identifying and addressing risks proactively.
4. Keeping It That Way
This is the part nobody puts on a slide, and it is the reason the numbers hold:
- Ongoing WordPress core and plugin updates
- Regular performance and security monitoring
- Rolling backups with uptime monitoring and alerting in place
- Regular plain-English reporting kept the client informed about maintenance, performance and technical issues.
When technical issues arise, we investigate them and coordinate the resolution rather than passing the problem back to the client.
5. Launching a Second Brand Without a Second Build
When Bidfood needed to launch a separate brand online, we added it to the existing WordPress multisite network rather than building a completely separate platform. WP Creative handled the technical setup, theme and styling, then supported the team with ongoing site management.
Both brands could then be managed through the same technical platform, simplifying ongoing updates, WordPress maintenance and future expansion.
We also:
- Rolled out a full brand refresh across the main site, staged and QA’d across desktop, tablet and mobile before deployment
- Diagnosed and resolved production issues that were affecting the marketing team’s ability to publish updates reliably.
- Kept the site current through ongoing WordPress core updates while maintaining compatibility with the tools the team relies on.
Bidfood moved from a heavier, harder-to-manage website to one that loads faster, has improved its average search position by 27 places and passes all three Core Web Vitals. They achieved these improvements without a full rebuild, through ongoing technical optimisation, maintenance and performance work.
In Summary:
- Page load time improved from 3.8 seconds to 3.1 seconds.
- Average search position improved by 27 places, while click-through rate increased from 3.6% to 6.8%.
- All three Core Web Vitals now pass on both mobile and desktop using real-user data.
- A second brand was launched on the existing multisite platform rather than as a completely separate build.