TMR Refrigeration Website Overhaul: A Case Study

Introduction

TMR Refrigeration is a leading provider of commercial refrigeration services across the Mid North Coast, offering design, installation, and emergency breakdown support for supermarkets, hospitality venues, clubs, butchers, and more.

While their team and service delivery are industry-leading, their previous website didn’t reflect this. Outdated in both functionality and design, the site lacked the polish and clarity needed to attract new commercial clients, or support recruitment as the company expanded.

TMR engaged us at Cloud Concepts to develop a professional, high-performance website to solidify their status as a top refrigeration partner in Port Macquarie and beyond.

Our Multi-Faceted Development Strategy

1. Strategic Website Refresh to Elevate the Brand

Rather than reinventing the brand visually, we gave the existing TMR aesthetic a clean, modern refresh. By simplifying the layout, improving hierarchy, and applying a more intuitive content structure, the site now feels more professional and easy to navigate, without departing from the company’s established visual identity.

The refreshed interface highlights TMR’s technical capability and credibility, making a stronger first impression for both new clients and potential recruits.

2. Refined Navigation Strategy to Maximise Clarity

Initially, the plan was to introduce a “Who We Work With” dropdown to group client types together. However, shortly through the project, we made a strategic shift.

After reviewing the client’s goals and evaluating usability, we decided to split the navigation more clearly into “Services”, “Sectors”, “Sales” and “Service Areas”. This change enhances the user journey by allowing visitors to instantly find the information most relevant to them, whether they’re seeking a cold room installation, 24/7 emergency support, or looking for coverage in their region.

This thoughtful recalibration mid-project reflects our commitment to delivering the highest quality work, ensuring the website is not only visually professional, but functionally exceptional for a diverse commercial audience.

We also developed new service pages covering everything from cold room installation to routine maintenance, giving the AI assistant (more on that shortly) a solid base of content to reference.

3. Location & Brand Pages for SEO

To further optimise TMR’s visibility for regional and product-based searches, we created:

Dedicated location pages targeting key regions (e.g., Wauchope refrigeration service, Taree refrigeration breakdown support)
Brand pages featuring the equipment TMR installs and supports—organised by category and enhanced with helpful content beyond manufacturer brochures

These structured pages are designed to improve Google rankings without risking duplicate content penalties.

4. 24/7 Breakdown Service & Call-to-Action Integration

TMR’s 24/7 emergency support is a huge selling point, so we made it unmissable. Emergency contact buttons feature across every page, ensuring that time-poor clients can reach help instantly, especially via mobile.

This feature helps TMR stand out as a reliable refrigeration partner in Port Macquarie and across the coast.

5. AI Website Assistant Integration

Once the core site was live, we offered TMR our AI chatbot tool—a modern upgrade that makes client interaction more efficient.

Because the site was built in our system with SEO-rich, structured content, it was easy to integrate the AI assistant. It can now answer visitor questions, surface relevant services, and guide users toward quote requests or emergency support—making the website work harder without adding admin overhead.

6. Visual Storytelling Through Photography

To build trust and showcase the team’s calibre, we coordinated a professional shoot featuring:

TMR’s on-site technicians and fully equipped service vehicles
Completed refrigeration fit-outs
Behind-the-scenes action shots and team portraits

These visuals play a key role in reinforcing credibility and professionalism.

Above: Before the refresh

Above: After the refresh

Outcome

The redesigned website is now a strategic business asset, visually aligned with TMR’s high standards and rich with SEO-optimised content that supports recruitment, lead generation, and customer engagement.

The addition of our AI website assistant further elevates their digital presence, ensuring that visitors can get answers and take action 24/7, just like their service offering.

View the website

Conclusion

If you’re a regional business with national-calibre clients, your website needs to reflect that. At Cloud Concepts, we specialise in high-performance websites for small businesses and trade professionals, built with both user experience and search visibility in mind.

From full redesigns to smart AI upgrades, we’re here to help your website work as hard as you do.

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