Case study
A heating contractor’s website and back office, rebuilt in five weeks.
Conversion EG has designed and installed heating, hot water and MEP systems in Egypt since 2010. We replaced its old WordPress site with a fast, bilingual site built to bring in enquiries, and gave the owners a private back office for staff pay, fixed costs and warehouse stock.
- Client
- Conversion EG, Cairo
- Industry
- Central heating and MEP contracting
- Delivered
- September to October 2026
- Languages
- English and Arabic
- 136pages in English and Arabic
- 93/100on-page SEO score
- 92/100technical SEO score
- 82changes shipped in 5 weeks
Where they started
Conversion EG sells to homeowners and businesses who search before they call: “central heating cost”, “underfloor heating in New Cairo”, “boiler installer”. Its old WordPress site gave those people little to read, and little reason to get in touch.
Behind the site, the owners also wanted one private place to see what the business costs each month: who is on the payroll, the fixed expenses, and what is left in the warehouse.
What we built
- A bilingual site, Arabic done properly
- Every page in English and Arabic, with right-to-left layouts, an Arabic typeface, light and dark themes, and old WordPress links redirected so nothing already shared or ranked was lost.
- Pages people actually search for
- 12 service pages, 8 area pages from New Cairo to the North Coast, and 37 guides in each language on costs, maintenance and choosing a system, each reviewed by the company’s engineer.
- Every page leads to a conversation
- Book a site survey, WhatsApp with the message already written, or call from a bar fixed to the bottom of every phone screen. The contact form emails the team straight away.
- A private back office
- At conversion-eg.com/admin the owners manage staff pay, fixed expenses and warehouse stock, behind a password and an authenticator code.
The site
The back office
The dashboard is part of the same website but kept completely separate from it: its own sign-in, its own database, and no data in the page until someone signs in.
- Staff: position, phone, monthly salary and daily wage, with the expected monthly total worked out for each person.
- Fixed expenses next to payroll, so the owners see total monthly costs on one screen.
- Warehouse stock for gas, electric and infrastructure products, with + and − buttons and low-stock and out-of-stock flags.
- Search, filters, sorting and CSV export on every table; edit any value in place; deletes can be undone for 30 days.
- On phones the tables turn into cards, so stock can be checked from the warehouse floor.
Built to be safe and fast
- Two-step sign-in
- One account per person, each with a password and a code from an authenticator app, backup codes, and sign-in locked after repeated wrong attempts.
- Spam-proof contact form
- An invisible Cloudflare check, a hidden trap field and send limits, and the company email address never appears in the page.
- Strict security headers
- HTTPS everywhere, a strict content security policy and protection against framing. The technical audit scored security 100 out of 100.
- Fast on Egyptian mobile networks
- A static site with almost no JavaScript, images in modern formats, fonts hosted on the site and files cached for a year.
Where it stands
An independent SEO audit on 16 October 2026 found every page with a unique title and description, structured data search engines can read, and no broken links or orphan pages. It scored the site 93/100 for on-page SEO and 92/100 for technical SEO.
The owners now run staff pay, fixed expenses and warehouse stock from the back office, on desktop and phone.
What comes next
The same audit found that AI search tools such as ChatGPT still describe the company from old directory listings. The next step is to fix those listings and get Conversion EG into the lists AI answers draw on, so the site is what they cite.
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