The Brief
Boginsky is a Kyiv workshop that builds made-to-measure furniture — bathroom units first, then kitchens, wardrobes and living rooms. There was no price list to publish and nothing to add to a cart: the decision is made by looking at work already delivered. The brief was a catalog of finished projects that ends in a phone call, in both languages the workshop's clients use.
What Was Built
1. A catalog built as a content type, not a pile of pages
Finished work went into a dedicated portfolio post type with its own hierarchical taxonomy — top-level rooms plus bathroom sub-types (vanity units, boiler cabinets, mirrors, tall units, sets). Each project got its own page with a gallery, a completion date and a city field. The whole tree was exposed as a mega-menu, so a visitor who only cares about a washing-machine cabinet reaches it in one hop from any page.
2. One field between a visitor and a call
The lead form asked for a phone number and nothing else — no name, no email, no message — and it sat on the homepage and under an "I want one like this" block on every project page. Submissions were routed to the workshop's Telegram, so a request reached the person who does the estimates on the device already in their hand, instead of an inbox nobody opens.
3. Two language versions, one admin
The site runs two language versions on WPML — separate slugs per branch, hreflang, a switcher in the header — out of a single WordPress admin. A project is published in the language branch it belongs to, and the workshop adds it without a developer touching templates.
The Result
A local made-to-order business that can't compete on price competes on evidence instead.
- Every delivered kitchen or bathroom unit gets a page of its own, with its own photos and its own callback ask.
- Adding new work stayed a content task for the workshop, not a change request to a developer.
- Two language versions run out of one admin, published branch by branch.
Stack: WordPress on the hello-elementor theme with Elementor Pro for layout, WPML for the two language versions, a custom portfolio post type and taxonomy for the catalog, and a one-field lead form routed to Telegram; Yoast for metadata and sitemaps, Cloudflare in front. Built in 2021 and handed over; the workshop's team has run the site since.