Client
Burgtec
Working with Burgtec for over 20 years and having delivered 4 website builds in this time, we’re committed to keeping their digital presence on top of the game. We know the Burgtec brand inside out, and this rebuild was about pushing it further: faster, cleaner, and built to convert.
– UI/UX Design
– Information Architecture
– E-Commerce Development
– Brand Development
The Challenge
Burgtec’s previous website was developed six years ago, which is a long time in e-commerce. That version was built as a WordPress multi-site, been split into two separate sites for B2B and retail, and accumulated years of plugins, custom functions, and additional CSS along the way.
It worked. But with time it had become bloated, slow, and hard to manage. More importantly, it didn’t tell the Burgtec story. The brand has great products, great photography, and a loyal following in the mountain bike world. The site just wasn’t doing any of that justice.
The brief was straightforward: start from scratch, clean everything up, and build something that converts.
The Strategy
A full WooCommerce rebuild, with no legacy code carried over.
Every decision came back to two things: does this make the brand feel more like Burgtec, and does this make it easier for someone to buy?
The homepage and featured product pages were redesigned to give core products proper space. Burgtec pedals, Josh Bryceland’s signature handlebars and grips, and other key lines now have dedicated pages built around storytelling and photography, not just specs and a buy button.
Product list pages were rebuilt from the ground up with new filters and a cleaner layout, making it easier for customers to browse and find what they need.
At checkout, the WooCommerce Checkout plugin brings a Shopify-style flow to the purchase journey. Less friction, clearer steps, and a much cleaner experience from basket to confirmation.
On the technical side, the site moved to new hosting with caching built in. Faster, lighter, and a codebase the Burgtec team can update themselves without needing to call anyone.
The Result
The new site is faster, lighter, and built to last. It carries the Burgtec brand properly, with a grungy, confident feel that matches the products and the people who ride them.
Since relaunch, e-commerce conversion rate has seen a significant uplift. The client has a site they can manage, a brand they can be proud of, and a platform ready to grow with the business.
Twenty years in, this is the best version of the Burgtec site yet.
Key Takeaway
A site rebuild is not just a technical project. The technology has to serve the brand and the customer in equal measure. When the design, the UX, and the performance all pull in the same direction, the results show up in the numbers.
If you’re running an e-commerce brand on an ageing platform, or your site works but doesn’t feel like you, the principles here apply directly. Let’s build something worth showing off.
Typography
ITC Avant Garde Bold
Avenir Next Regular
TT Commons Pro Mono Regular
Brand Colours
Electric Yellow
Hex: #FEDD04
Rgb: 254 221 4
Burgtec Black
Hex: #000000
Rgb: 0 0 0
Grunge Grey
Hex: #222222
Rgb: 34 34 34
Welsh Slate
Hex: #44444
Rgb: 68 68 68
Nasa Grey
Hex: #909090
Rgb: 144 144 144
“Extremely happy how the Burgtec website turned out and surpassed our expectations. Great working with Rise & Amplify team they were able to bring our ideas to life. We feel that the website sets us apart from our competitors.”
Dave, Burgtec
