Steiner — an industrial equipment site: Figma design, catalogue and SEO audit
We brought a WordPress + WooCommerce site in line with the design without touching the theme: new pages, a category catalogue with 301s, a closed SEO audit, PageSpeed 49 → 75, WebP, zero W3C errors, three languages.
Steiner Ukraine (steiner.com.ua) supplies processing and packaging equipment, pumps, spare parts and service for food production, and has been in business since 2006. The company already had a WordPress and WooCommerce site on the Industrium theme, plus a new Figma design and an SEO audit of the site. Pages didn’t match the design, the catalogue relied on filters with URLs unfit for SEO, some pages didn’t exist at all, and the home page scored 49 on mobile PageSpeed. From July to September 2026 we brought the site in line with the design, rebuilt the catalogue and closed the SEO audit — all on the live site, with no downtime.
Technology stack
WordPress + WooCommerce, the Industrium theme, Elementor, TranslatePress (Ukrainian, Russian and English), Yoast SEO and FlyingPress caching. We left the theme untouched: every page and every site-wide fix is a separate mu-plugin, so a theme update won’t break anything.
The site to the design
We compared 20 Figma frames with the live pages, drew up a plan and closed 82 items. The header with its menu and language switcher, and the grey breadcrumb strip, went site-wide at once. We built pages that didn’t exist: Manufacturers, Engineering Solutions and Industry Solutions with 13 industries. The Pumps and Systems page was rebuilt: 22 pumps split into two sections, static grids replaced with carousels with descriptions, and long-form copy for all 28 items. We brought the home page, Equipment, About, Careers, spare parts, the blog, the Ice Cream industry page and the product template — with tabs and a “Request a quote” button — in line with the design. The design had no mobile version, so we did the responsive layout ourselves.
A catalogue built on categories
Catalogue categories used to be filters with URLs like /katalog/?filter_…. We built the structure from the client’s spreadsheet — processing and packaging equipment, pumps and systems, spare parts, services — gave the categories short URLs and sorted the products, putting 39 items into categories that had been empty. Old filter URLs 301 to the categories, the menu and sidebar link to categories, and filter combinations are kept out of the index. The category page follows the design: breadcrumbs, an H1 with a description, a brand slider, filter pills, “Show more” and pagination without reloads, and an FAQ. On phones the filters open in a separate panel.
SEO audit and speed
The client’s audit had 13 items, and we closed all of them. Mobile PageSpeed on the home page rose from 49 to 75, LCP fell from 8.3 to 4.5 s, CLS from 0.248 to 0.108, and the home page shrank from 8.5 MB to 2.4 MB. Images moved to WebP without a plugin: 6,615 files, 2.1 GB less on disk. The W3C validator shows 0 errors on 10 typical page types. Following the client’s SEO spreadsheet we replaced the H1 on 75 pages, removed 31 groups of duplicate meta descriptions, and fixed 42 broken images and stray 404s. After the first handover the client found gaps, so we crawled all 1,320 sitemap URLs and fixed six places that had looked closed on a sample.
Three languages
TranslatePress translations were only partly filled. We took the Russian dictionary from 18,421 empty strings to zero and the English one to zero Cyrillic on the pages, and on 31 August the English version was opened for indexing. New content is now translated automatically after publishing.
Summary
We brought Steiner’s existing site in line with the new design without changing the theme: new pages, pumps with carousels, a category-based catalogue with 301s from the old filters, a responsive layout, a fully closed SEO audit, PageSpeed 49 → 75, WebP, zero W3C errors and three languages with no empty translations.
