Sector(s)
Team Members
Project Team
WOAR! Ohne Angst & Reue — UX and UI design, information architecture,
content strategy, Drupal 10 development, SEO and paid search, ongoing
maintenance.
Visit the site
Visit the siteOrganizations Involved
Community contributions
Issue credits from client work: CKEditor Media Resize and Klaro Cookie
& Consent Management. Patches from project work are contributed back
where they are of general use.
Greenleaf develops sustainable greening solutions for urban spaces —
planting systems, green roofs and smart rainwater management. The
company combines engineering with ecological design.
Its previous website did not reflect that. The product portfolio was
hard to navigate, the technical base was outdated, and prospective
customers could not tell which of several overlapping product families
solved their problem. The relaunch was a full rebuild: information
architecture first, then design, then development.
About the project
Goals
- Make a complex product portfolio findable and comparable
- Build an information architecture that supports several entry paths
- Give the marketing team independence for content and landing pages
- Improve organic visibility
Approach
The site was rethought from the ground up, beginning with information
architecture and a revised navigation structure. Product categories
were reorganised around how customers describe their problem rather
than around internal product naming.
A custom hotspot component was developed for the system solutions:
products are placed as interactive points directly on a photograph of
an installed system, so visitors can explore a real application
instead of reading a list. The component is maintainable from the
backend without code.
The technical build prioritises stability and performance: a slim
custom theme, clean caching, optimised images.
Outcome, six months after launch
- +82 % organic visibility
- +47 % page views on core service pages
- −21 % bounce rate
- +35 % qualified inquiries per month year over year
Why Drupal was chosen
The core problem was not visual, it was structural: a large product
portfolio with overlapping categories that needed a proper content
model rather than a page tree.
Drupal was chosen because taxonomy, entity references and Views make
it possible to model product families, applications and use cases as
data and then present them through several different navigation paths —
by product type, by application, by problem. A page-based CMS would
have forced duplication.
The second reason was editorial independence. Greenleaf needed to add
products, categories and landing pages without development work.
Paragraph-based content composition made that possible.
Third, the client wanted a base that would still be maintainable in
five years, on standard technology, with no lock-in to the agency.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
Taxonomy and entity references carry the product model, which is what
makes several navigation paths possible from one set of content.
Metatag together with Schema.org Metatag was central: the visibility
goal required clean structured data on product and service pages, not
just keyword work.
The hotspot component was built custom because no contributed module
matched the requirement of editable interactive points on an image
with a maintainable backend UI.
Klaro handles consent for analytics and advertising scripts, which the
client runs alongside the site.
