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Why We Rebuilt Our Website — And What the Data Shows
Our previous website ran on WordPress. It had multiple pages. It technically worked. But it had the same three problems we diagnose in client sites every week — bloated load times from stacked plugins, a page structure that gave Google no clear map of our capabilities, and a design that no longer reflected who we are.
We started Driller Design as a small design shop. Today we operate as a full-service marketing consultancy that architects brand systems, manages search campaigns, and deploys digital infrastructure for service brands across Oklahoma. The old site told the old story. It loaded slowly, ranked poorly, and positioned us as something we had outgrown.
That gap between what we advise clients to fix and what our own digital real estate looked like had to close.
The Architecture: Hub-and-Spoke SEO
We rebuilt drillerdesign.com using the same hub-and-spoke architecture we deploy for our clients’ search strategies.
Here is what that means. A hub-and-spoke model creates one central page — the hub — surrounded by dedicated pages for every service, case study, and content asset. Each spoke targets its own search queries. Each spoke links back to the hub. The structure gives Google a clear map of what the site covers and who it serves.
Our previous WordPress site had pages, but no intentional architecture. Services were grouped together instead of isolated for individual search queries. Case studies lived on a single portfolio page instead of standing on their own URLs. The site existed, but Google had no reason to rank it for anything specific.
The new architecture deploys dedicated pages for every capability we offer — from managed SEO and brand architecture to paid acquisition and physical procurement. Every case study has its own URL. Every service has its own indexable page.
This is not a cosmetic upgrade. It is the difference between one fishing line in the water and thirty.
The Stack: Astro on Cloudflare
A search-optimized architecture means nothing if the site loads slowly. WordPress sites carry inherent overhead — a PHP server processes every request, plugin scripts stack on top of each other, and database queries fire on every page load. We needed a stack that eliminated all of that.
Astro generates static HTML at build time. Every page is pre-rendered before a single visitor arrives. No server-side processing. No plugin chain. No database. The browser receives a finished page — not a set of instructions to assemble one.
Cloudflare’s edge network delivers that static HTML from the server closest to the visitor. A contractor in Tulsa and a prospect in Dallas both receive the site from a data center near them, not from a single origin server running PHP across the country.
The measurable outcome speaks for itself:
| Metric | Score |
|---|---|
| Google Lighthouse Performance | 97 / 100 |
| Accessibility | 98 / 100 |
| Best Practices | 100 / 100 |
| SEO | 100 / 100 |
| First Contentful Paint | 0.8 seconds |
| Largest Contentful Paint | 1.1 seconds |
| Total Blocking Time | 20 milliseconds |
| Layout Shift | 0.003 (nearly zero) |
| Total Page Weight | 365 KB |
The full site — HTML, CSS, images, fonts — weighs 365 KB. For context, the average web page in 2026 exceeds 2.5 MB. Our site delivers the same visual impact at roughly one-seventh the weight.
The Standard: We Deploy What We Advise
We built this site using the exact process we execute for every client engagement. Market research first. Architecture second. Execution third. No shortcuts.
Every service page was written to target specific search queries our competitors rank for. Every case study was structured with the same Problem → Intervention → Outcome narrative we use across our portfolio. The visual design follows our Brand & UI Design System — the same document we reference when architecting identity systems for our clients.
When a prospective client asks us to show proof of our methodology, the answer is the site they are standing on.
What Comes Next
The architecture is live. The foundation is set. Now we build on it.
We will publish market research reports analyzing search traffic opportunities in specific industries across the Tulsa metro. We will expand our case study portfolio with measurable performance data from active engagements. We will produce the kind of data-driven content that our competitors are not publishing — because most of them are too busy blogging about generic marketing tips.
If you run a service-based business and you are serious about capturing the market share your competitors are currently taking from you, we should talk.
Ready to Work With Us?
Request a consultation. We will analyze your market and architect a tailored blueprint for your business.
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