Fountain Circle Medical Suppliers is a well-established medical supply company founded in 2014, specialising in high-quality medical equipment for individuals and healthcare providers. They operate primarily in South Africa, with a focus on Gauteng and the Western Cape.
Fountain Circle Medical Suppliers, a trusted provider of medical equipment in South Africa since 2014, approached RubyWeb with the need for a comprehensive website redevelopment. Their primary objective was to recover from a hacking incident that had severely impacted their online presence and lead generation. Where they once averaged 150–250 leads per month, they were now struggling to achieve 50–100. The client wanted to restore this performance by building a secure, high-performing WooCommerce website that could deliver an intuitive e-commerce experience. Alongside this, they aimed to regain lost search engine rankings, improve user experience, and ensure that their digital presence could support long-term growth. With average order values ranging from R3,000 to R16,000, each lead was critical to revenue, making the redevelopment project a cornerstone of their business strategy.
The project was shaped by several pressing challenges. The hacking incident had not only destabilised the website but also eroded customer trust, which in turn damaged search rankings and lead flow. The existing site lacked e-commerce functionality, was slow, and offered a poor user experience, leaving Fountain Circle at a disadvantage compared to competitors.
To address these issues, we developed a strategy centered on rebuilding the website from the ground up. This included creating a custom WordPress theme with WooCommerce integration, implementing advanced functionality such as abandoned cart recovery, live chat, and Google Shopping integration, and ensuring compliance with POPI and GDPR regulations. Security was prioritised through Cloudflare setup and robust plugin management. The strategy also incorporated SEO alignment, with metadata imports, a redirection plan to preserve rankings, and UX-focused design mock-ups. A clear project management framework was established, with milestones defined in a Project Charter and a delivery timeframe of 12–14 weeks.
RubyWeb delivered a secure, scalable WooCommerce website tailored to Fountain Circle’s needs. The technical build included PayFast payment gateway integration, Pudo delivery options, and advanced plugins such as Gravity Forms, Ajax Search Pro, and Abandoned Cart Pro. The site was designed to be fast, mobile-responsive, and user-friendly, with wireframes and mock-ups approved by the client before development.
Beyond technical delivery, the project emphasised user experience. Navigation was streamlined, readability improved, and trust signals incorporated to reassure customers. Live chat functionality and MailChimp integration were added to enhance customer engagement and retention. On the SEO side, Ruby Digital, our parent company, conducted a technical audit, configured Google Analytics, Tag Manager, and Search Console, and set up conversion and revenue tracking. This ensured that the new site was not only secure and functional but also positioned to regain visibility in search rankings.
The redevelopment project laid the foundation for Fountain Circle to recover its lost leads and revenue. By addressing security vulnerabilities and implementing a modern, high-performing WooCommerce site, the business was able to rebuild trust with customers and create a seamless e-commerce experience. The improved user experience, faster performance, and enhanced checkout process positioned the company to achieve its target of 150–250 monthly leads once again.
With SEO setup and ongoing monthly management, Fountain Circle was equipped to compete effectively against aggressive rivals in the medical supply space. The project delivered more than just a website, it provided a sustainable digital platform for growth, ensuring that the client could continue to expand their reach, convert leads, and achieve long-term success in a competitive market.
