enstroy.kz

The challenge

The company’s site was on Tilda: 821 URLs, service pages by city, a catalogue of 184 products and 58 articles. The old site had several problems: internal links pointed to 51 city pages that did not exist; the same page opened at several URLs (AMP versions, variants with a trailing “/” and with capital letters); enquiries went only to Tilda’s Telegram and Google Sheets receivers, with no email notification. Tilda also did not let the company control everything, and the site was slow. The company needed a site it could manage without a developer, on one condition: no text, URL or analytics could be lost.

What I did

• Mapped the whole old site and decided for each of its 827 URLs whether to keep it, redirect it with a 301 or close it. A 301 is a rule that automatically sends visitors and search engines from an old URL to the new one, so clicks from search are not wasted.
• Built a mobile-friendly site with light and dark themes and an admin panel (CMS: a panel for changing site content without a developer) from approved mockups. Pages go through draft, preview and publish steps, with separate admin, editor and manager roles.
• Moved the texts, 727 images, 184 products and 58 articles with an automatic import tool, and wrote a separate tool that checks every text fragment of the old site is present on the new one.
• Connected the same Google Tag Manager container (a Google service for managing analytics and ad tags in one place); GA4, Google Ads and Yandex Metrica run inside it. Forms still lead to the page that is counted as a conversion.
• Added enquiry notifications by email, Telegram and Google Sheets, switched on from the panel, plus a WhatsApp button in the catalogue with a ready message that includes the product name.
• Deployed the site on a separate virtual server in Kazakhstan: the HTTPS certificate renews automatically and a backup is made every day. Every update is checked and deployed automatically (CI/CD): it must pass 29 automated tests first, and if something fails the site rolls back to the previous version on its own.