How ControlF5 Turned Plusbaby's Broken WordPress Site into Switzerland's Go-To Wellness Brand Online
WordPress Redesign, Technical SEO, Duplicate Content Fix, and Trilingual Content Marketing That Drove Real Organic Growth
Switzerland’s health and wellness space doesn’t give second chances. If your website is slow, confusing, or invisible on Google, your customers simply move on to someone else.
Plusbaby had the products, the trust, and the brand story. What they didn’t have was a website that could carry all of that forward.
That’s where ControlF5 came in.
I am Anurag Pandey, founder of ControlF5. We don’t just build websites, we untangle the technical mess, sharpen the content, and build the organic infrastructure that turns a struggling site into a consistent growth engine.
This is the full story of how we did exactly that for Plusbaby.
The Brief
Plusbaby is a premium Swiss fertility supplement brand for men and women, focused on supporting fertility, conception, pregnancy, and reproductive health through science-backed products.
Their products are backed by research, their values are clear, but none of that was translating online.
When they approached ControlF5, the picture was not pretty. A bloated WordPress setup with duplicate content pulling rankings down, a UI that confused more than it guided, page speed scores that made Google and users both walk away, and absolutely no content pipeline generating organic visibility, let alone leads. And all of this needed to work across three languages: English, French, and German.
Another major challenge was that the website’s Domain Authority wasn’t improving despite consistent backlink-building efforts. After a detailed audit, we identified duplicate and underperforming content as a key reason. By rewriting content, removing duplicates, and strengthening the site’s SEO foundation, we helped increase the Domain Authority from 16 to 32.
We took on the full scope, design, development, SEO architecture, content strategy, and ongoing blog production across all three languages, every single month.
- Industry
- Project
- Technology
- Website
Challenges
Every project tells a story before the work even begins. For Plusbaby, the story was one of accumulated technical debt, missed content opportunities, and a website that was working harder against the brand than for it.
Here is what we found when we looked under the hood.
- Duplicate Content Was Destroying Rankings: Identical and near-identical copy was appearing across multiple product URLs, category pages, and translated pages, a classic WordPress + WPML mismanagement issue. Google was penalising the domain for it, and the site was cannibalising its own keyword rankings.
- Poor UI and Navigation Structure: Users landing on the website had no clear path forward. The navigation menu was overloaded, category hierarchies were illogical, and key product pages were buried three or four clicks deep. The UX was failing both new visitors and returning customers.
- Critically Low Page Speed: GTmetrix and Google PageSpeed Insights were scoring the site poorly on both mobile and desktop.
Uncompressed images, render-blocking JavaScript, no caching layer, and a bloated plugin stack were all contributing to load times well above the 3-second threshold, directly hurting bounce rates and Core Web Vitals scores. - No On-Page SEO Foundation: Product pages had missing or duplicate meta titles, no structured H1–H3 hierarchy, absent alt tags, and zero schema markup. The website was structurally invisible to search engines, even for branded queries.
- Content Was Non-Existent: There was no blog strategy, no keyword-targeted content, and no effort to capture top-of-funnel organic traffic. Customers searching for wellness guidance, ingredient information, or product comparisons, all high-intent queries, were landing on competitor sites instead.
- Three Languages, Zero Strategy: The Plusbaby website ran in English, French, and German through WPML, but the multilingual SEO setup was broken. Hreflang tags were either missing or incorrectly implemented, and content was often machine-translated rather than written natively, hurting both user trust and search performance in each language market.
Solutions
1. Complete WordPress Redesign with Elementor
We stripped the existing website back and rebuilt it using a custom Elementor layout with a design system built for wellness, clean whitespace, warm typography, accessible color contrast, and a visual hierarchy that guides users naturally from landing to conversion.
As part of the redesign, we created a high-converting homepage using the WordPress Elementor Builder, strategically positioning key products, trust signals, educational content, and conversion-focused sections to improve user engagement.
We also restructured the navigation with a clear mega-menu architecture, reducing average click depth to key product pages from 4 clicks to 2.
2. Technical SEO Audit and Full Remediation
We ran a full crawl using Screaming Frog and cross-referenced it with Google Search Console data to map every technical issue. We resolved duplicate content through proper canonical tag implementation, fixed crawl errors, corrected redirect chains, removed orphaned pages, and rebuilt the XML sitemap from scratch. Schema markup was added across product, article, and organisation page types.
3. Core Web Vitals and Page Speed Overhaul
We tackled the speed problem systematically and worked to speed up the WordPress website built with Elementor Editor. Our team optimized website performance by implementing lazy loading for images, converting media assets to WebP format, minifying CSS and JavaScript files, configuring browser caching through WP Rocket, and removing 11 redundant plugins that were slowing down the website.
In addition, we optimized Elementor-generated assets, reduced unnecessary DOM elements, improved script loading behavior, and streamlined page structures to deliver a faster user experience across all devices.
As a result, PageSpeed scores improved from the 30s to consistently above 80 on mobile and 90+ on desktop, significantly enhancing Core Web Vitals, user engagement, and overall SEO performance.
4. Product Page Rebuild — Design and Content
Every product page was redesigned from scratch with a new layout: benefit-led headline, ingredient or feature breakdown, usage guidance, trust signals, and a conversion-focused CTA structure.
All product copy was rewritten, original, keyword-researched, and written to answer the exact questions a wellness shopper asks before buying.
5. 8 SEO Blogs Per Month Across 3 Languages
We built a full content calendar and published 8 long-form blog posts every month in English, French, and German. Each article was based on market-specific keyword research, not simple translations, covering fertility, prenatal health, pregnancy wellness, and family health topics relevant to Swiss audiences.
To improve efficiency and scalability, we also leveraged WordPress blog automation using n8n and the MCP Plugin, streamlining content publishing and multilingual content management while maintaining SEO quality across all three languages.
6. WPML Multilingual SEO Configuration
We reconfigured the entire WPML setup, correcting hreflang implementation across all three language trees, separating SEO metadata per language, setting up language-specific XML sitemaps, and ensuring Google Search Console was correctly indexing all three versions separately.
As part of our WordPress Elementor SEO optimization strategy, we also improved on-page SEO structures, heading hierarchy, internal linking, and metadata management across Elementor-built pages.
Each language now functions as its own independent SEO entity under the same domain, helping Plusbaby achieve stronger visibility in English, French, and German search results.
7. AEO & GEO Optimization
We optimized key pages and blog content for Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), using structured content, FAQs, and schema markup to improve visibility in AI-powered search experiences such as ChatGPT and Google AI Overviews.
This helped Plusbaby strengthen its authority and increase opportunities to appear in AI-generated answers and featured search results.
Results
Plusbaby went from a technically broken, organically invisible website to a clean, fast, and search-friendly platform generating leads across three language markets.
The numbers tell the story.
| Metric | Before ControlF5 | After ControlF5 |
| Google PageSpeed Score (Mobile) | 31 | 84 |
| Organic Traffic Growth | Baseline | +187% in 6 months |
| Domain Authority | 16 | 32 |
| Duplicate Content Issues | 60+ flagged URLs | Fully resolved |
| Keywords Ranking (All 3 Languages) | ~18 tracked keywords | 25+ keywords in top 20 |
| Avg. Page Load Time | 6.8 seconds | 1.9 seconds |
| Monthly Blog Output | 0 | 8 posts/month across EN, FR, DE |
| Organic Leads (Monthly Avg.) | Near zero | +3x inbound enquiries |
| Product Page Conversion Rate | ~0.8% | ~2.6% |
| AEO & GEO Visibility | No optimization | Featured in AI-generated search results and improved answer-focused visibility |
More WordPress Success Stories: How We’ve Helped Brands Grow Online
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Explore More WordPress Success Stories → Discover how ControlF5 helps brands improve website performance, user experience, search visibility, and long-term business growth with WordPress.
“Plusbaby was one of those projects where the real work started long before any design or content, it started with truly understanding why the website was underperforming. The multilingual SEO structure was the most complex part. Getting WPML, hreflang, and three separate content strategies working in sync took careful planning.
But once the technical foundation was solid, the content and design work compounded quickly. Watching the organic traffic grow month on month across all three language versions was genuinely satisfying.
The client was engaged, trusted the process, and that made all the difference.”
Sumit Bula, Project Manager, ControlF5
Client’s Experience With Us
Client’s Experience With Us
ControlF5 delivered a fully functional website with a great design and offered excellent maintenance and further development after launch to meet the client’s expectations. The team was highly responsive to requests and delivered quality outputs. They communicated via email and messaging apps.
Conclusion
Plusbaby didn’t need a cosmetic refresh, they needed a complete rethink of how their website worked technically, structurally, and strategically. From resolving deep-rooted duplicate content issues and rebuilding Core Web Vitals scores to producing native-language SEO content in three markets every month, ControlF5 delivered a full-stack digital transformation.
The result is a high-performing WordPress website that earns trust, ranks well, loads fast, and generates consistent organic traffic and leads across Switzerland’s English, French, and German-speaking communities.
By combining WordPress development, technical SEO, multilingual SEO, content marketing, and ongoing website optimization, we helped Plusbaby build a scalable foundation for long-term digital growth.
If your website has technical debt, multilingual complexity, or content gaps that are holding your brand back, ControlF5 can help you fix it properly.
Book a Free Consultation, let’s talk about what your website is actually capable of.