WordPress build and updates
I built the WordPress and WooCommerce website and keep it up to date, from new pages, features and content changes to WordPress core, theme and plugin updates, tested before they go live.
Case study
Fence Workshop: a WordPress store with reliable tracking and cleaner SEO
How building and updating Fence Workshop’s WordPress store, then rebuilding its analytics and conversion tracking, gave the business a reliable site and trustworthy data for its Google Ads.
The client
Fence Workshop installs fences in the Atlanta area and sells fencing products online through its WooCommerce store. Google Ads and search are central to how new customers find the business.
The challenge
Over time, the site’s Google setup had become fragmented across several accounts, with duplicate Tag Manager containers, redundant Google Ads scripts and older tracking code that could distort reporting. Ownership and admin access were spread across different accounts, and the site had stability issues including outages, staging problems and login failures.
My role
I built and continue to update the WordPress and WooCommerce site, and acted as lead technical consultant, auditing and modernising the Google marketing tools and technical SEO, and preparing the site for future campaigns and restructuring.
What I did
The work, step by step.
A full audit
I reviewed the entire Google setup, including Tag Manager, GA4, Google Ads, Search Console, Site Kit and reCAPTCHA, plus the site’s plugins and scripts, and documented what was running and what needed to change.
One tracking setup
Duplicate containers, redundant Ads scripts and legacy tracking were consolidated into a single, centralised Google Tag Manager setup, without adding more WordPress tracking plugins.
Conversion tracking
Lead and WooCommerce purchase tracking now runs through Tag Manager and GA4, with Key Events configured for Google Ads. Everything was validated in Tag Manager Preview, GA4 DebugView and Google Ads diagnostics.
Account access and security
I sorted out ownership and admin access across the Google accounts so the client has full control, and set up Google reCAPTCHA v2 across checkout, guest checkout, login, registration and WordPress sign-in forms, including API keys, domain verification and ownership transfer.
Technical SEO
A new robots.txt keeps parameterised URLs out of search results and improves crawl efficiency. I also audited the store’s search, recommended a product-first search setup, and advised on URL structure, subdomains and redirects for separating online sales from installation services while preserving search rankings.
Website crawler and URL inventory
I set up a Python development environment and enhanced and debugged a website crawler used for site analysis and migration planning, fixing its execution, permissions and CSV export issues. It produced a complete URL inventory and sitemap to plan the future restructure and SEO.
WordPress support
Ongoing maintenance and troubleshooting, including resolving outages and staging issues with WP Engine and Cloudflare, managing WP Engine staging environments, deployment workflows and access, and fixing login failures caused by a reCAPTCHA domain misconfiguration.
Documentation and guidance
I documented the full tracking setup, active scripts and migration recommendations, reviewed the plugins to simplify the tracking stack, and explained Google Analytics, Tag Manager, Google Ads and Search Console in plain language through consultations and walkthroughs.
The result
What the client gained.
A store that keeps working
A WordPress and WooCommerce site that stays updated, stable and secure.
Trustworthy data
One clean tracking setup instead of a fragmented mix of accounts and scripts.
Better ad optimisation
Reliable lead and purchase conversions feeding Google Ads.
Full control
Ownership and admin access consolidated with the client.
Spam protection
reCAPTCHA protecting checkout, login and registration.
Cleaner indexing
Crawl rules and indexing controls for parameterised URLs.
A clear roadmap
Documentation and guidance for future restructuring and SEO.
Related services
Have a project in mind?
Tell us what you need. We usually reply within one business day.
Start a project