Overview

EcoGreen Equipment is a long-term client and global manufacturer of industrial shredding and recycling systems. Historically focused on tire recycling, the brand expanded to cover broader recycling applications. We delivered a new Figma-driven design and custom WordPress build that showcases the full equipment catalog, maps products to multiple materials/applications (beyond tires), and enables deeper SEO indexing, while keeping a fast, photo-heavy experience.

Client quick facts

  • Client: EcoGreen Equipment — Industrial shredding & recycling systems
  • Platform / Stack: WordPress (custom theme, CPTs & taxonomies), Figma (design), performance plugins/CDN, image optimization pipeline
  • Services Delivered: Design system (Figma), custom WordPress development, IA & UX, product data model & faceted filters, on-page & technical SEO, schema implementation, performance optimization

Client Goals & Pain Points

Context

The legacy site centered on tire recycling and couldn’t represent newer recycling use cases or support SEO breadth. Product discovery for non-tire applications was limited, and media weight slowed key templates.

Goals

  • Rebrand refresh aligned to new logos/slogans and expand positioning beyond tire recycling
  • Build an application-first catalog that maps equipment to materials (e.g., municipal waste, plastics, electronics, mattresses, biomass, cable/wire, alternative fuels)
  • Enable deeper SEO indexing by application/material and product
  • Maintain a fast, photo-rich experience and clear paths to contact the EcoGreen team

Pain Points

  • Catalog couldn’t be filtered by material/application; hard for prospects to find the right system
  • Off-topic and thin pages limited SEO reach beyond tires
  • Heavy imagery created page-speed drag and bloat
  • Navigation didn’t reflect new content hubs (resources, parts & service, blog, FAQs)

Success Criteria

  • Sub-3.5s desktop loads on key templates (achieved ~2.2s)
  • Filterable, indexable catalog pages by material/application
  • Clear inquiry flows from product/application pages
  • Updated global navigation for resources, parts/service, and blog

Approach & Strategy

Discovery & UX

  • Audited content and product lines; defined materials/applications taxonomy and user journeys (Browse by Application → View Recommended Equipment → Inquire)
  • Restructured IA for Products, Applications, Resources/Blog, Parts & Service, FAQs

Design System (Figma)

  • New visual language matching updated brand (color, type, components)
  • Reusable blocks for product cards, spec tables, comparison, and “recommended for” modules
  • High-contrast, accessible patterns for industrial audiences

Development (WordPress)

  • Custom Post Types for Equipment and Accessories; taxonomies for Material/Application, Process, Capacity Range, etc.
  • Faceted filtering (sidebar) by application/material and other specs to surface recommended products
  • Product detail templates with specs, media gallery, related accessories, and inquiry CTAs
  • CMS tools so the EcoGreen team can add/refine products and categorize for new use cases

Lead Capture & CTAs

  • Consistent Contact / Request Quote CTAs on product and application pages
  • Inline inquiry on product detail; contextual prompts on accessory pairings

SEO Foundation

  • On-page optimization (titles, metas, heading hierarchy), internal linking between Applications ↔ Products ↔ Accessories ↔ Resources
  • Schema across templates: Product (equipment), ItemList (catalog/category), Organization, WebSite, BreadcrumbList, FAQPage
  • Performance: next-gen images, compression, lazy loading, dimension hints, minimized JS/CSS, caching/CDN

Key Features (Technology & UX)

  • Application-First Catalog — Browse equipment by material/application with faceted filters; indexable URLs for SEO
  • Recommended Matches — Dynamic “recommended products” per application to guide selection
  • Accessories Mapping — Related add-ons surfaced on product pages to complete solutions
  • Resource & Support Hubs — Clear paths to resources, blog, FAQs, and Parts & Service
  • Editor-Friendly CMS — Structured fields so the team can keep the catalog current

Performance & SEO Highlights

  • Load time (desktop): ~2.2s fully loaded despite high-res photography
  • Markup & Structure: Single H1, logical H2/H3, alt text, internal links between applications/products/accessories/resources
  • Schema Coverage: Product, BreadcrumbList, Organization, WebSite, FAQPage
  • Indexability: New Application pages expand long-tail visibility beyond tires

Results

  • A scalable WordPress platform that reflects the full product line and broader recycling markets
  • Faster pages (~2.2s) support both user experience and crawl efficiency
  • Deeper organic reach via application pages and filterable catalog tied to schema
  • Higher-intent inquiries from product and application pages with clear Request Quote/Contact flows