Web · Development · ERP sync · UX · SEO
New Metallinvest website
First we fixed ERP export into the catalog, then rebuilt the metal trader’s whole site: structure, filters, cart, responsive layout, and SEO groundwork.
About the client
Metallinvest Corporation is a metal trader with warehouses in Voronezh and branches in Liski and Stary Oskol. They needed a catalog that’s easy to buy from and ready for SEO. Search work since 2016 is a separate case.
The pain they came with
The site was about ten years old. Basics still worked, but the design was dated, usability had slipped, and after every ERP export someone had to sort the catalog by hand. Competitors weren’t standing still — without a proper storefront, growth stalled.
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ERP exports — admin sorts
After sync, products had to be placed into subcategories by hand. On a large steel assortment that became constant busywork.
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Catalog without filters
Category products came as one long list. Finding the right profile or sheet quickly wasn’t possible — bounce climbed.
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Weak structure for SEO
Too few subcategories and messy markup: awkward for buyers and hard for search engines to understand.
How we guided them
We started with the client’s pain — ERP. Auto-placement by IDs closed that job on time, and the client asked to refresh the whole site: design, structure, cart, responsive.
- 01
Set up ERP sync: product IDs → auto-placement into folders
- 02
Rebuilt catalog structure and dropdown menu with new subcategories
- 03
Added filters on product listing pages
- 04
Reworked the cart: purchase path (except payment) through it
- 05
Updated design, section icons, header and footer with links
- 06
Fixed markup and semantics for SEO
- 07
Made it responsive: menu, banner, compact catalog on mobile
- 08
Published price lists and docs in convenient formats
In plain speak
Brief jargon — without the fog. How we explained each step to the client.
ERP sync
Products from the accounting system land in the right site sections on their own — managers don’t hand-sort hundreds of SKUs after every export.
Deep catalog + filters
Instead of one long sheet — clear subcategories and a filter. Buyers find rebar or sheet faster, and SEO gets landing pages to work with.
Cart as the purchase path
The order builds in the cart step by step. Less confusion — fewer abandoned requests halfway.
What we did, step by step
Each step is a concrete change. Meaning on the left, screen on the right.
ERP first — then the whole site
We originally agreed only on sync. Auto-placement by IDs worked — and the client expanded the job to a full site refresh.
Catalog, menu, and filters
New subcategories, a dropdown menu, and listing filters: faster for buyers to navigate and cleaner product-group pages for SEO.
Cart and service materials
Reworked the cart and added price lists with documentation. The footer got the right links — navigation doesn’t dead-end at the bottom.
Live view
The site lives on metplus-vrn.ru: rebar, beams, pipes, sheet, stainless; cutting and delivery; warehouses in Voronezh, Liski, Stary Oskol, and Moscow.
More frames from the project
Not a gallery for its own sake — a few screens that complete the picture.
Where we landed
A modern B2B steel catalog instead of a ten-year-old storefront: ERP doesn’t break the structure, buyers find products faster, and the site is ready for SEO. Live on metplus-vrn.ru.
What they got
- ERP sync without hand sorting
- Full redesign after a successful pilot
- Deep catalog + filters
- Clear cart purchase path
- Responsive layout and clean markup for SEO
- Price lists and docs on the site
In numbers
Need a catalog tied to ERP and inquiries?
We’ll build structure, sync, and the purchase path — the same way we did for Metallinvest.
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