INOVA Decorativa
Redesign and rebuild of a product-focused WordPress website for a Serbian manufacturer of decorative stone, brick, paints, coatings, and architectural finishes.
Challenge
The main challenge was redesigning and rebuilding the existing website, moving it from a traditional WordPress theme to a modern block-based architecture. At the same time, the website had to evolve from a primarily B2C platform into one that also supports B2B audiences, with a dedicated content journey for investors and construction professionals, while remaining clear and accessible to individual customers.
Approach
I redesigned and rebuilt the website around reusable Gutenberg components and a flexible Full Site Editing structure. The information architecture was reorganized to separate product categories, technical information, applications, completed projects, and dedicated investor content. The visual experience was designed around product texture, color, and real-world applications, while responsive images, fonts, scripts, and video delivery were carefully optimized for mobile performance. I also implemented redirects from legacy URLs and configured technical SEO, structured data, analytics, and conversion tracking.
Result
- Improved Google rankings for key product and local search terms
- Increased qualified inquiries through phone calls and contact forms
- Mobile Lighthouse performance scores consistently reaching 98-100
- Clearer product discovery for B2B and B2C audiences
- Scalable content system for new products, collections, and project references
- Faster content updates and easier long-term maintenance