Marten — solid-fuel boilers

About the project

Marten is a Ukrainian manufacturer of long-burn solid-fuel boilers. The task was a corporate promo site with a full catalogue of boiler series, product cards carrying full spec sheets, and lead generation through a request form. The site runs in two languages (Ukrainian + Russian), is fully responsive, and serves dealers, installers, and end buyers who choose a boiler by power output, fuel type, and heating area.

Product catalogue

7 boiler series (Master, Base, Comfort, Comfort Pellet, Praktik, Marten Industrial-T, Marten Industrial-T Pellet) plus 3 accessory categories (automation, flues, Base-boiler components) and 8 standalone equipment SKUs. Each series has its own archive page with its own SEO description, an illustration of the boiler’s structural elements, and a grid of models.

Series page

A grid of models with a mini-spec table right on each card: power (kW), efficiency (%), burn time (hours), weight, steel thickness, pipe diameter, dimensions W/D/H, firebox depth, volume. A “Free delivery” badge, a price, and two CTAs. At the bottom of the page, an SEO block covers the series’ technical features, with a diagram of the structural elements and a numbered list of boiler components.

Model page

A photo gallery with thumbnails and full-size zoom via Fancybox, a full spec sheet (roughly 25 parameters — power, heated area, fuel, heat-exchange area, flue-gas draught, temperature and pressure, consumption, firebox size, boiler dimensions, recommended chimney parameters), the estimated service life, the official warranty, the price, and an order button.

Homepage

A long-form structure of 10+ blocks, from a promo hero to an FAQ accordion.

A hero with a promo countdown

A live countdown (days : hours : minutes : seconds) to the end of the “Free delivery” promotion, two CTAs, and an information banner, “We’re operating”, about the service continuing during the war.

Series advantages

An interactive section with an illustrated boiler cross-section in the centre and 5 key advantages laid out on either side (autonomy, build quality, safety, ergonomics, affordable price).

Video reviews and documentation

Two jQuery Slick sliders: a carousel of YouTube production and customer-review videos (opening in a lightbox), and a carousel of boiler PDF spec sheets (Base, Praktik, Comfort, Industrial-T, Master) — clicking opens the PDF in a new tab.

Use-case scenarios

5 illustrated scenarios with icons: heating houses / country homes / farm buildings / warehouse premises / enterprises and factories — with an explanatory paragraph on the power-output range for each.

Credit programme

A dedicated block, “Save on heat and money with Marten” — 6 steps for obtaining a state rebate of up to 70% of the boiler’s cost through a partner bank.

How to order

“Four simple steps” — a numbered ordering flow: request → cashless payment → delivery via Nova Poshta → receipt.

FAQ

An accordion with 6 common questions: autonomy during a power outage, how to choose the right power output, fuel-type efficiency, maintenance, loading frequency, temperature control. Each question is a clickable row numbered 01–06.

Multilingual support

Two interface languages — Ukrainian (default) and Russian. A toggle in the header, separate URL structures (/uk/, /ru/), and a full translation of all content: menus, series cards, each model’s spec sheet, SEO copy, FAQ, forms, the public offer agreement. The Yoast XML sitemap generates separate language branches.

SEO and performance

• Yoast SEO — separate meta descriptions, OG tags, and a sitemap index split into post / page / boilers / equipment / category / boilers-category / equipment-category / author.
• Expanded SEO blocks under the product grid on every series page (700+ words on the model range, features, and sales geography).
• PageSpeed optimisation — mod_pagespeed on nginx handles concatenation and minification of JS/CSS, renaming assets to a *.pagespeed.ce.*.js format for cache-busting.
• Lazy-loaded model images and fallback posters for YouTube videos.

Integrations

• Binotel (virtual PBX) — a “Want us to call you?” popup with a callback-time picker and a phone-number field; a floating call button in the bottom-right corner.
• Fancybox — a full-screen lightbox for model photos.
• Slick — sliders for video reviews and PDF spec sheets.
• “Buy” / “Order” buttons lead to a quick-order form (no classic cart — a lead-capture format suited to the industry, since buying a boiler is a consultative sale).

Public offer agreement

A dedicated /boilers/oferta page — a full public agreement with 9 sections (definitions of terms, subject matter, placing an order, price and delivery, rights and obligations, returns, liability, confidentiality and other conditions). The legal basis for remote sale of 50+ boiler and equipment models.

Admin / WordPress backend

• WordPress with custom boilers (boiler model) and equipment post types, each with its own series taxonomies.
• Full admin-panel management of the product range, prices, specs, promo banners, and FAQ.
• PDF spec sheets uploaded through the media library and served directly (/wp-content/uploads/.../pasport-...pdf).
• Two content language branches kept in sync via a multilingual plugin.

Responsive layout

Fully responsive across desktop / tablet / mobile (from 390px). On mobile, a “Menu” burger toggle, a vertically stacked product-card layout, and the promo banner keeps its countdown fully functional.

Stack

• WordPress with custom post types and taxonomies
• jQuery + Slick (sliders) + Fancybox (lightbox)
• nginx + mod_pagespeed for front-end performance
• Yoast SEO for sitemaps and meta markup
• Binotel API (callback widget and click-to-call)
• Multilingual support (UA / RU)