Incomplete semantic coverage
Important informational and commercial queries had no dedicated, strong pages of their own: installation, price per m², ceiling types, lighting, fixtures and profiles.
Case · SEO · WordPress · Lead generation
From scattered pages to a single system for capturing leads
How we refreshed SteliPro's content, created new entry points from search, put technical SEO in order and made lead delivery resilient to email and third-party failures.
7new SEO pages built with native Gutenberg blocks
10key pages fully rewritten and redesigned
46images prepared and integrated into the content
5forms connected to a backup lead-delivery system
01 · How it started
A strong manufacturer whose site didn't do it justice
SteliPro manufactures metal suspended ceilings and facade systems. The problem wasn't the product — it was how the website presented it.
Outdated content
Some product pages had a weak structure, incomplete specifications, bland headings and few answers to questions about choosing a system.
Risk of losing a lead
The form stored submissions locally, but email delivery relied on PHP mail(), and the CRM only fired after an email was sent successfully.
WordPress technical debt
A custom theme, an ACF builder, multilingual setup, server-side caching and a large number of plugins called for careful changes and a check on every release.
Before
- gaps in semantics and content;
- inconsistent titles, H1s and meta descriptions;
- limited FAQs, tables and structured data;
- a lead depends on a single email channel.
After
- 17 new and rewritten SEO pages + a dedicated Armstrong page;
- consistent structure, metadata and internal linking;
- FAQs, tables, CTAs and schema.org;
- SMTP, CRM, a local queue and backup messengers.
02 · Scope of work
One project — six interconnected tracks
We didn't treat copy, technical SEO and forms as separate tasks. Each element had to guide the user from a query to a safely stored lead.
01 / AUDIT
Content and semantics
Mapped pages to search intent, spotted gaps and set priorities.
02 / REWRITE
Product pages
Rewrote 10 key pages and separately reimagined the Armstrong page.
03 / NEW CONTENT
SEO cluster
Built 7 pages that cover installation, pricing and informational queries.
04 / WORDPRESS
Editable blocks
Moved the new material into Gutenberg so the team can change text and images without code.
05 / QA
Tech and responsiveness
Checked headings, schema, images, tables, assets, desktop and mobile.
06 / LEADS
Forms and CRM
Set up authenticated SMTP, backup queues and independent lead delivery to the CRM.
03 · New entry points
Seven pages built around real customer questions
Each page got its own intent, a clear H1, practical tables, an FAQ, calls to action, curated images and structured data.
ServiceGrilyato ceiling installation
Commercial intentGrilyato price per m²
Use caseCeilings for garages and parking
GuideTypes of suspended ceilings
DesignSuspended ceiling lighting
ComponentsFixtures and hangers
ProductU-shaped ceiling profile
04 · Rewrite and design
Product pages became technical advisors
Instead of generic descriptions — arguments for the architect, the contractor and the client: materials, formats, installation, use cases, real projects and answers to objections.
10 pages + Armstrong
Content that helps you choose a system
- new H1s, titles and meta descriptions;
- 11–14 meaningful accordion blocks per page;
- specifications, tables and use cases;
- case studies and photos of completed projects;
- Product/Service, FAQPage and BreadcrumbList schema;
- CTAs to a brief and a quote.
RewriteCassette ceiling 600×600
RewriteDesigner suspended ceilings
RewriteCurved ceiling and facade
RewritePyramidal Grilyato ceiling
RewriteMesh ceiling cassette
RewriteCeiling adapters
RewriteAbout the SteliPro factory
RewriteLinear (slat) facade
RewriteAdapters for light fixtures
RewriteMirror suspended ceiling
Dedicated pageArmstrong metal ceilings
05 · Editing without a developer
New pages are native WordPress blocks
The content isn't buried in a monolithic template. An editor can change headings, paragraphs, images, buttons, FAQs and tables in Gutenberg.
Content
Text and structure checked against the source material.
Gutenberg
Every element moved into a valid, editable block.
SEO
Titles, descriptions, H1s, schema and links aligned.
QA
Each page checked on desktop and mobile before sign-off.
06 · Quality control
Not just "published" — checked element by element
Automated audits were backed up by manual visual review. That matters especially for long technical pages with tables and galleries.
HTTP status
All new pages open without server errors.
Clear hierarchy
One main heading per page.
Broken images
Every embedded visual loads.
Fidelity
Paragraphs, FAQs, tables and alt text checked against the sources.
Overflow
No horizontal content spilling off-screen.
Schema types
Product/Service, FAQPage and BreadcrumbList where they fit.
07 · Hosting and security
Cleaned up after an incident and regained control of the environment
Content work made no sense without stable hosting. So we separately reviewed infected files, account limits and the risks of an outdated stack.
Malicious files removed
Suspicious web scripts were removed from the account's temporary area, after which a repeat antivirus scan of the hosting came back clean.
Resource headroom restored
An outdated staging copy was deleted. That freed up about 49,000 inodes and again allowed updates and security tools to be installed.
Hardening plan set
Rotating access credentials, updating WordPress, plugins and PHP, removing unused components and running periodic control scans.
i
No invented cause
The exact initial intrusion vector wasn't proven by the logs, so in this case study we don't attribute the incident to a specific plugin or user. The outdated stack is recorded as a risk, not as an established fact of a breach.
08 · Leads with no single point of failure
The form no longer depends on the mail server alone
After an incident with undelivered emails, we rebuilt the chain so that a valid lead is stored and passed along through several channels.
Form
Contact Form 7 accepts and validates the submission.
Local copy
Flamingo stores the lead in WordPress regardless of email.
SMTP + CRM
Authenticated email and SalesDrive run as independent routes.
Backup
Failed delivery goes into a retry queue; messengers are available.
✓
What changed for the business
Five active forms are now protected against an SMTP failure or a temporary block on outbound connections. Telegram, Viber and WhatsApp were added to the pages as an emergency channel, and failed submissions go into a local retry queue.
09 · Result
The site became a managed system, not a set of separate pages
Content captures demand, pages help compare solutions, WordPress stays editable, and the infrastructure gets the lead through to the sales team.
01
Wider semantic coverage
The new landing pages cover queries that weren't in the structure before.
02
Stronger product arguments
The rewrites combined SEO, technical specifics, case studies and conversion elements.
03
Safer editing
The new pages can be changed in WP without rewriting the template.
04
More reliable lead generation
A lead has a local copy, SMTP, CRM, retries and messengers.
i
About traffic numbers
We deliberately don't credit this case with unconfirmed ranking or organic-traffic growth. The search impact of the new and rewritten pages is best measured after indexing and a sufficient observation period in Google Search Console.
SteliPro · completed stage
See how the updated site works
The new pages, rewritten content and forms are already integrated into the live WordPress project.