Structural constraints
- Hard Deadline: Project had to clear before the "Actisafe" build commenced (8-week window).
- Asset Latency: Critical 3D renders and product briefs arrived hours before launch.
- Catalog Variance: High SKU count with complex variations (e.g., tray configurations) confusing users.
- Legacy Data: Product data existed in fragmented states, requiring normalization before import.
Leverage moves
- Spreadsheet-as-Backend: Implemented a Google Sheet import workflow with a "Draft" status column, allowing the client to manage visibility without deleting data.
- Lead Loop Repair: Replaced silent-failing iframe forms with native routing that redirects to PDF downloads only after successful email dispatch.
- Scope Triage: Explicitly deferred complex B2B logic (tiered pricing, MOQs) to Phase 2 to guarantee launch stability.
- Real-Time Integration: Built "Solutions" pages dynamically as assets arrived, treating content injection as a deployment step.
Evidence
- "Download Catalogue" forms were submitting to a hidden iframe void; zero leads were reaching the sales team.
- Mobile performance scores were in the "red/yellow" zone due to unoptimized high-res assets.
- Initial briefs for "Woodworking" vs "Metalwork" benches were indistinguishable, risking duplicate content penalties.
Ruled out
- Custom B2B Pricing in V1: Too high risk for the timeline. Manual quoting used as a bridge.
- Perfect 100/100 Score: Optimization halted at ~90 (Green) to avoid diminishing returns on engineering time.
- Payment Gateway Integration: Removed entirely in favor of a "Request for Quote" model to avoid banking delays.
Before / After
- Before: Leads lost in iframe voids, catalog overwhelmed users with irrelevant SKUs, mobile performance degraded.
- After: Verified lead delivery to sales, curated catalog via external sheet, Green Core Web Vitals on mobile.
Maintenance delta
- Catalog updates no longer require WP Admin access; managed via CSV upload.
- Lead forms are now native, removing third-party iframe dependencies.
- Performance budget established at >90, preventing asset bloat.
Decision log
- Prioritized "Solutions" pages (high margin) over granular product attributes.
- Enforced "Draft" status for complex products rather than delaying launch to fix them.
- Selected native forms over pop-ups to ensure mobile reliability.
Irreversible outcomes
- Commercial Integrity: Lead generation pipeline is now mechanically verified.
- Data Sovereignty: Product data exists independently of the CMS in a structured format.
- Operational Rhythm: Updates are batched and structured, not ad-hoc admin edits.
Intentionally boring
- Standardized request flow.
- No experimental JS frameworks.
- Manual quote processing.
- Stock standard email routing.
Update discipline
- Batch updates via spreadsheet import.
- Image optimization pipeline for new assets.
- Post-launch patch for reCAPTCHA v3 conflict.
Status
Live & Operational. The system is stable. Phase 2 (Advanced B2B logic) is defined but deferred until operational data justifies the complexity.
Role: Technical Lead & Delivery. Mandate: Secure the commercial loop (leads) and launch before the next project window.