ETNA-INDUSTRY Catalog Website Case Study

Client

ETNA-INDUSTRY is a Ukrainian company with over 25 years of experience providing businesses with engineering solutions for heating, water and gas supply, and energy. It works with leading European equipment manufacturers and delivers projects for industrial enterprises, the municipal sector, and international organizations. The product range is large and technically complex, so the website needs not only to present the company but also to help customers understand the products.

Challenges

The company needed a multi-page corporate website with a catalog that combines a strong brand image with the functionality of a B2B platform. A key requirement was to preserve the structure and page URLs of the previous website so as not to lose search rankings.

The audience: technical specialists and procurement staff at industrial enterprises, water utilities and heating companies, gas utilities, construction and engineering companies, and contractors for international organizations.

Order in a large product range: organize products into a multi-level catalog.
Complete product information: specifications and documentation on each item's page.
Preserving SEO rankings: migrate the structure and page URLs without losses.
Targeted B2B traffic and leads: search engine optimization and contact forms.
Mobile usability: optimization for smartphones and tablets.

Solution

Analysis of the old website. We identified the structure that had to be preserved for SEO and made it the foundation of the new website.
Catalog hierarchy. We designed a multi-level system of categories and subcategories, and an interface for easy navigation across a large product range.
Flexible specification management. On WordPress, we implemented custom page types and used Advanced Custom Fields to manage specifications and documentation for each product.
Content migration. We preserved the structure and content of the previous website so the new version would inherit its search rankings.
Technical optimization. We ensured correct indexing and fast page loading, and connected Google Analytics and Google Tag Manager.