Web design & development in WordPress

TOPslaap Waterbeds: A completely new website, built for speed

Topslaap.nl is the website of TOPslaap Waterbeds, the largest waterbed specialist in North Holland, based in Zaandam. For this client we built a completely new WordPress website that stays close to the familiar design, but was rebuilt from scratch without unnecessary code and plugins. The result: dramatically improved load speed and a solid technical foundation for the SEO campaign we now run.

The new site replaces the old, slow website and combines extensive product presentation with a WooCommerce shop, showroom information and conversion-focused elements that encourage visitors to visit the physical showroom.

1. A waterbed specialist deserves a website that performs just as well

TOPslaap Waterbeds serves customers across North Holland and beyond, and stands out with a two-floor showroom, personal service and a wide range of Dutch and German quality waterbeds. The old website was slow, overloaded with plugins and not optimised for search engines.

Client goals: A fast, professional website that presents the full waterbed range clearly, builds trust with new visitors and provides a solid base for organic growth via SEO.

User insight: The audience consists of consumers researching a waterbed. They have questions about comfort, maintenance, health (rheumatism, osteoarthritis and fibromyalgia) and price. The website must answer these questions and guide visitors to the showroom or the contact form.

2. Built from scratch for speed and SEO

Instead of patching the old website, we rebuilt the entire site from the ground up in WordPress. The familiar design was retained, but the technical foundation was fully renewed.

Performance-first approach: All unnecessary plugins, scripts and CSS were removed. The new site is lean, with clean code, optimised images and minimal database load. The result is dramatically improved load speed on both desktop and mobile.

Extensive page structure: A deep navigation structure with dedicated pages for each waterbed type (Cascade, Cityline, Trendline, Wa'core), including sub-pages per variant (Basic, Split Deluxe, Box). Plus pages for accessories (bedside tables, footstools), parts (foam beams, mattress covers, heating, water bags), maintenance, assembly and personalisation. This creates a strong internal linking structure for SEO.

WooCommerce shop: An integrated WooCommerce shop with cart and customer accounts, so visitors can order parts and accessories online.

Responsiveness: Fully responsive design that scales seamlessly from desktop to mobile, with an optimised mobile menu for the extensive navigation.

The website is set up to guide visitors at multiple moments towards two actions: visiting the showroom or completing the contact form.

Trust signals: Google Reviews via Trustindex (excellent rating based on 42+ reviews), an extensive FAQ that answers common waterbed questions immediately, and a clear showroom section with atmosphere images.

Rheumatism page: A dedicated page on the benefits of waterbeds for rheumatism. Both a conversion element and an SEO page that attracts specific search traffic.

Blog: A blog section for informative content that supports the SEO strategy and helps visitors in their research.

Offers: A dedicated offers page presenting seasonal promotions and sharp deals.

Contact form and opening hours: A contact form on the homepage, complemented by clear opening hours, address details and newsletter signup.

4. From slow website to fast platform with an SEO foundation

The new website went live with a fully renewed technical base, all content migrated and a structure ready for organic growth. We now run an SEO campaign to rank the site on relevant waterbed search terms.

Tech stack:

• Platform: WordPress

• Theme: Custom-built, performance-first

• Shop: WooCommerce

• Reviews: Trustindex (Google Reviews)

• Hosting: Externally managed

Extra features:

• WooCommerce with cart and customer accounts

• Trustindex Google Reviews widget

• Newsletter integration

• FAQ section

• Rheumatism information page

• Blog section

• Showroom atmosphere images

• Opening hours

• Chamber of Commerce and VAT details

• An extensive footer with legal pages (terms, cookie policy, privacy policy)

Result

Topslaap.nl is not a patched-up old website, but a fully rebuilt platform that presents North Holland’s waterbed specialist at the right level online. The site loads significantly faster, offers an extensive information structure and is technically ready for the SEO campaign now underway. Exactly what you expect from a specialist that has long been the largest in the region — and now wants to prove that online as well.