Designline Kitchens and Bathrooms
Jimmyweb designed and developed the Designline Kitchens and Bathrooms website to better position the family-owned Sydney business as a premium, end-to-end renovation specialist with the design talent, project management, and craftsmanship to match. Through a custom WordPress build, a portfolio-led design approach, and a clear, service-focused structure, the project delivered a digital presence that improves usability, strengthens credibility, and effectively showcases more than two decades of completed kitchen, bathroom, and laundry renovations across Sydney.
Designline Kitchens and Bathrooms is a renowned Sydney-based renovation company with more than 20 years of experience designing and delivering bespoke kitchens, bathrooms, laundries, and custom-built spaces for Sydney homeowners. Based out of a stunning Padstow showroom, the family-owned, fully licensed and insured business has built a strong reputation for premium craftsmanship, locally made cabinetry, dedicated project management, and a workmanship guarantee backed by decades of consistent delivery.
The business is also known for the Designline Difference, a fully project-managed renovation experience where a single dedicated project manager guides clients from the first showroom visit through to the final handover. With backing from more than 100 five-star Google reviews and an established network of trusted in-house and partnered tradespeople, the team has earned a reputation for taking the stress out of what is, for most homeowners, one of the most disruptive and emotional projects they will ever undertake.
While Designline had built a loyal client base and a thriving local business, their existing website was no longer keeping pace with the maturity of the brand. The previous site lacked the visual confidence, structural clarity, and portfolio depth needed to fully reflect the calibre of work being delivered, and undersold the experience customers actually have working with the team.
There was also a strong opportunity to better explain the breadth of services on offer. Designline does far more than kitchens and bathrooms, with laundry renovations, custom furniture, structural work, and trades and building services all forming part of their offering, and the previous site was not communicating this clearly to either existing clients or new prospects.
Designline needed a website that would elevate their digital presence to match the quality of their work, present their full service offering with clarity, give their growing portfolio of completed projects the prominence it deserved, and create a confident, intuitive experience that encourages homeowners to take the next step.
What we did
The project began with a strategic review of how Designline should be positioned online, with a clear focus on translating their premium, customer-led renovation experience into a digital one. Jimmyweb worked closely with Jackson and the team to define a design direction that feels contemporary and considered, while remaining warm and approachable for everyday Sydney homeowners.
A central design priority was letting the work speak for itself. Designline’s portfolio of completed projects is one of their most powerful assets, so we built the site around generous use of high-quality imagery, with strong gallery components and clear before-and-after presentation that allow visitors to instantly understand the standard of work the team produces.
The site structure was carefully planned to support a wide range of services without becoming cluttered. We created dedicated pages for kitchens, bathrooms, laundries, custom work, and trades and services, each with its own clear messaging, project examples, and pathways to enquiry. The five-step Designline renovation process is also clearly communicated throughout, helping demystify what can feel like an intimidating undertaking for first-time renovators.
Beyond the design and structure, we placed strong emphasis on conversion. Clear calls to action, free quote pathways, location-based service pages for key Sydney suburbs, and prominent testimonial sections were all integrated thoughtfully to help convert visitor interest into qualified enquiries.
The tech stack
The website was custom designed and built on WordPress, giving Designline a flexible, scalable platform they can easily manage and expand as new projects, services, and locations are added over time.
A bespoke WordPress theme was developed from the ground up, providing a clean codebase, strong performance, and complete control over the design and functionality. By avoiding off-the-shelf templates, we were able to deliver a tailored solution that genuinely reflects the Designline brand and supports a content-rich, image-led site.
Performance optimisation
Performance was particularly important given the visual nature of the business. The site has been carefully optimised for speed, with efficient image handling, refined code, and a responsive build that delivers fast, smooth performance across desktop and mobile. Strong performance not only improves usability for browsing homeowners, it also supports stronger search visibility within the highly competitive Sydney renovation market.
Style & Substance
The website was designed to balance visual storytelling with practical structure, combining inspiring portfolio imagery with the clarity and confidence needed to support real commercial outcomes. From the first interaction, the site sets a premium tone that aligns with the standard of work Designline delivers in person.
Visually, the design is clean, modern, and considered. Generous spacing, refined typography, and a restrained palette let the project imagery take centre stage, while subtle interaction and thoughtful pacing help the experience feel polished and easy to engage with. The result is a site that feels current and aspirational without losing the warmth that defines the Designline brand.
From a functional perspective, the site is deliberately structured to serve a wide audience. Visitors browsing for inspiration are met with strong galleries and project stories, visitors researching specific services are given clear and detailed pages, and visitors ready to begin are pointed directly to enquiry, booking, and showroom pathways. The site holds the visual confidence of a design-led brand alongside the commercial structure of a high-conversion business website.
Bringing It All Together
The finished website positions Designline Kitchens and Bathrooms as a confident, established, and design-led renovation business. It communicates the quality and breadth of their work, the strength of their project management approach, and the depth of their experience, while making it simple for Sydney homeowners to explore, get inspired, and make contact.
With a bespoke design and a custom WordPress build, Designline now has a digital platform that aligns with the calibre of their work, supports continued growth across the Sydney market, and gives the team a foundation they can confidently direct clients, partners, and prospects to.
What we loved
This project gave us the chance to take a beautifully visual business and present it in a way that lets the work do the heavy lifting. We loved the opportunity to build a portfolio-led site grounded in strong photography, generous spacing, and a confident layout system. The balance of inspiration and structure was particularly satisfying, resulting in a site that feels both aspirational and genuinely commercial.
What they loved
The team at Designline Kitchens and Bathrooms were particularly pleased with how the new website elevates the perception of the business and aligns their online presence with the quality of their work.
They valued the modern, design-led aesthetic, the prominence given to their completed projects, and the clarity around their service offering, giving them a website they can confidently share with existing clients, new prospects, and industry partners alike.
What did we do?
- Discovery + Strategy
- Custom Website Design
- Responsive Mobile-Ready
- CMS Customisation
- Creative Direction
- Website Development
- Wordpress Development
- Speed Optimisation
- Ongoing Maintenance + Support
