Hisense MEA

The challenge

By late 2023, hisenseme.com was running on WordPress. Plugins had accumulated over the years to patch gaps in what the platform could do natively. Each one added to the maintenance burden, the security exposure, and the performance cost. The site had grown into a system of workarounds rather than a coherent product.

Any change to the website required raising a request with an external agency, waiting for it to be scheduled, and hoping the implementation matched the brief. For a consumer electronics brand launching products throughout the year, the turnaround times were a structural problem.

The analytics infrastructure was running on Universal Analytics — the version Google had officially discontinued in June 2023. Two tracking tags were present on the site: one incorrectly installed through Google Tag Manager, one pointing to the deprecated property. The data Hisense believed they were collecting had been unreliable for months. Every decision made in that period had been made on a foundation that no longer existed.

Bracketworks audited 551 URLs across hisenseme.com before proposing anything. Desktop PageSpeed scored 54. Mobile scored 28. The Largest Contentful Paint on mobile was 14.7 seconds. The site had 46 broken links, including 6 on the homepage. Samsung MEA had moved off WordPress two years earlier. Their mobile score was 63. The performance gap was measurable in search rankings, bounce rates, and the quality of the user experience on every device.

The solution

The solution was a complete rebuild: a custom CMS, a redesigned front end, a new data infrastructure, and a development approach that treated performance and flexibility as architectural requirements.

Custom CMS. The platform is built around a modular page builder. Each page is assembled from a library of content blocks — hero sections, product grids, specification tables, comparison modules, promotional banners. Content enters the system through a standardised Excel template. The file is submitted to the CMS, which renders a fully functional page from the structured input. Bracketworks acts as the backend team for hisenseme.com, handling all publishing, content updates, and page builds within a 24-hour SLA.

Design. The single-column full-bleed layout was replaced with a multi-column responsive grid. Navigation was rebuilt to a multi-level architecture — subcategories and featured products are now accessible directly from the header, reducing clicks between arrival and a product page. The active colour palette was reduced from over 30 distinct values to a controlled set applied through a defined design system. Both Arabic and English versions were designed as first-class implementations, not a translation of one applied to the other.

Development. The backend runs on Laravel. The front end runs on NextJS, delivering server-side rendering for product and category pages. The migration from WordPress was completed with zero downtime — every URL was mapped to its equivalent before the cutover. Search was rebuilt with a full-text implementation handling partial matches, category filtering, and specification-based queries. Market-specific geolocation logic shows purchase calls to action for UAE visitors and serves the same product content without those elements in other markets.

Data. The Universal Analytics tags were removed and replaced with a correctly installed GA4 property. Each event — product page views, engagement depth, traffic source attribution, purchase path volume — was defined, implemented, and validated before launch. The SEO health score improved from 76 to 88 between April and July 2025. Monthly search clicks grew from 9,156 in June to 10,769 by November. hisenseme.com now outperforms lg.com/ae and samsung.com/ae on both average performance score and speed index, measured by PageSpeed Insights from June to November 2025.