Platform delivery · B2B catalogue
City Rubber
A production-grade B2B catalogue with a maintainable WordPress architecture for facility buyers.
Challenge
The client needed a production catalogue, not a brochure. Product families, project galleries, and inquiry flows had to scale as categories grew, while staying maintainable by a non-technical operations team.
The legacy structure was unclear, media-heavy pages were slow, and there was no consistent content model for B2B buyers comparing surface solutions before they reached out.
Solution
We designed a modular WordPress architecture: a custom theme layer, structured post types for products and projects, and a clean separation between presentation templates and content fields. Defensive templates fail gracefully when content is incomplete.
Information architecture was mapped to how procurement teams actually evaluate vendors — surfaces, certifications, case projects, then contact. Public traffic hits cached pages; editors work inside a constrained admin surface that resists layout breakage.
Key outcomes
Key features
Structured catalogue
Custom post types and field schemas for product families and projects.
Lead capture
Inquiry flows wired directly into the sales workflow.
Editor-safe CMS
A constrained admin surface that prevents layout breakage.
Performance-first media
Responsive image pipeline tuned for gallery-heavy pages.
Scalable IA
New product lines and regions added without new templates.
Deploy discipline
Staging parity and rollback-friendly, versioned theme releases.
Technology stack
- Custom theme
- Responsive UI
- WordPress
- PHP
- ACF
- MySQL
- Nginx
- Cloudflare CDN
Architecture
Edge caching fronts a WordPress core with structured content types; media is isolated from presentation so the catalogue scales without template sprawl. Editors work in a constrained admin layer rather than free-form page builders.