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RICHMAN Website Redesign: A New Look While Preserving Search Rankings
Website design and UX/UI trends evolve over time, and this is especially important in the furniture industry, where visual presentation directly influences purchasing decisions for end consumers and B2B customers while shaping overall brand perception. When a website’s interface becomes outdated but the platform itself remains stable, functional, and effective, a complete rebuild is often unnecessary. In many cases, a high-quality redesign is the best solution.
The challenge is to refresh the visual appearance and user experience without disrupting the catalog structure, content, or hard-earned search engine rankings. Striking this balance between modernization and stability became the foundation of the RICHMAN project. The Sprava Agency team successfully preserved the website’s technical foundation while transforming it into a modern, premium digital experience. In this case study, we explain how we achieved that result.
RICHMAN Furniture Factory: Stylish Solutions for Homes and Businesses
RICHMAN is a full-cycle furniture manufacturer specializing in upholstered furniture for homes, hotels, and offices, as well as dining tables and chairs.
The company operates its own metal and wood component production facilities and uses a patented technology that makes its furniture softer and more comfortable than comparable products. Manufacturing processes are certified under the ISO 9001 standard, while the ergonomic qualities of the furniture are supported by medical evaluations.
RICHMAN has been operating for more than 10 years. The company sells directly to retail customers, maintains its own dealer network, actively works with wholesale clients in the HoReCa and office sectors, and has been exporting products to European Union countries since 2018.
Its main manufacturing facility and headquarters are located in Dnipro, while warehouses and pickup locations are also situated in Horishni Plavni, Poltava region.
Website Status Before the Redesign and Project Goals
Sprava Agency has worked with the RICHMAN brand for many years, giving us a deep understanding of its digital assets.
Before modernization, the website was fully functional, but its visual presentation had become outdated. This reduced user trust and negatively affected the company’s brand image. The website had gone a long period without significant updates, while UX/UI standards in the furniture industry had evolved considerably during that time.
The client’s goal was to refresh the website's appearance while preserving its existing structure and search engine optimization.
We proposed:
- a comprehensive redesign while preserving the SEO architecture;
- the creation of new page layouts;
- technical implementation of the updated website;
- migration of all existing content into the new design;
- preservation of website structure and performance.
Key Areas of Work, Challenges, and Solutions
The project was completed in several stages.
- Complete Website Redesign. We developed a new design concept aligned with modern furniture retail design trends.
- Content Adaptation. Existing text content, product photos, and specifications were adapted to fit the new page layouts and visual style.
- Preserving the SEO structure. We ensured that all URLs, meta tags, and internal linking remained unchanged, helping maintain traffic stability and preserve existing search engine rankings. This approach helped maintain traffic stability throughout the redesign process.
- Testing. We conducted multiple rounds of testing to verify product displays, since the extensive variation options available for RICHMAN furniture required absolute accuracy on product pages.
The primary challenge involved integrating legacy content into the new design framework.
Some content blocks required manual adjustments to ensure they displayed properly within the updated layout grid. The project timeline was also affected by changes in the client’s broader marketing strategy, which required modifications to certain website elements during development.
Additional time was allocated for testing and manual page refinements. To ensure that the redesigned website became an integral part of the brand’s updated marketing strategy rather than a standalone asset, we maintained close collaboration with the company’s marketing department throughout the project.
Results of the Collaboration
The project was executed using what we called a “precision surgery” approach. We completely transformed the visual layer of the website without altering its underlying structure.
At the same time, we introduced a modern minimalist design that places strong emphasis on high-quality furniture photography.
As a result:
- the website received a modern appearance consistent with RICHMAN’s European brand positioning;
- the site structure and content were preserved 100%;
- the logic for selecting product modifications and upholstery options remained unchanged;
- SEO performance remained stable without ranking losses;
- customers now enjoy a more intuitive and visually appealing online furniture shopping experience.
The actual development timeline was 5.5 months, although active production work totaled 166 hours. The overall project duration increased due to the need to synchronize implementation with the company’s updated marketing strategy.
