01 Starting point
Racking needs explaining. Shelving racks, wide-span racks, pallet racks, cantilever racks: the choice depends on load, height, what is being stored and the floor space available. People searching usually know what they want to store, but not what the right type is called.
In this segment the sale typically runs through an enquiry and a conversation, not through a basket. So the site has one clear job: sort the variants understandably, build confidence through reference projects and installation work, and keep the route to an enquiry short.
02 Solution
The site is built in WordPress. The range was set up as a content structure of its own rather than a loose collection of pages: types of rack and areas of use are separate records with consistent fields for technical data, images and applications.
The theme is built around that structure. Overviews, detail pages and the enquiry route all read the same fields, so an addition in the back end appears everywhere at once. Images are delivered server-side at the right sizes, which with an image-heavy range is the biggest lever on load time.
The contact route is reachable from the product pages and carries the type of rack with it. Operation, updates and backups can sit with one team here, on PHP 8 and a current WordPress, hosted on our own servers in Germany.
03 Result
The range is ordered in a way people can follow. Visitors get to the right product by application or by type of rack, and from there into an enquiry in one step, without needing a sales call to give them their bearings.
For Wehry Regale that means new products and applications are added in the back end and appear automatically in the overviews and filters. The work per addition to the range drops, because no layout has to be rebuilt.