Hanooon makes metal wall art, Corian surfaces and fabricated furniture in the UAE. The manufacturing was real and running. The storefront was not.

I built the entire commercial surface: a custom WooCommerce theme, the catalogue architecture, the pricing logic for per-square-metre products, and the search and feed infrastructure that lets it be found.

Fabrication does not fit a normal product model. A Corian panel is priced per square metre, a metal piece is priced by size and finish, and a variation-priced product that displays the wrong number destroys trust before the enquiry ever starts.

On top of that, a new domain competing against established sellers has no authority to spend. Every technical advantage had to be taken.

Win on specificity. Eight per-m² Corian listings with honest, published pricing. Local landing pages for the emirates that actually order. Product schema, FAQ schema and breadcrumb schema on every listing so the catalogue is legible to search engines and to answer engines.

Then hand the same structured catalogue to Google Merchant Center as a generated feed, so paid and organic run off one source of truth.

The material is the art direction. Brushed metal, warm gold PVD, the grain of a Corian edge — photography leads and the interface gets out of the way.

Typography is set large and quiet. The only ornament in the theme is the product itself.

A custom theme rather than a page builder, because the pricing and swatch logic needed to live in PHP rather than in a plugin's settings panel.

A generated Google feed endpoint, GA4 with the internal traffic excluded and a purchase event wired, and structured data audited clause by clause — including removing a false free-returns claim that a template had introduced.

A complete, indexable, feed-connected storefront for a manufacturing business that previously existed only as a phone number.

It is also where I learned the unglamorous half of e-commerce: that a lazy-loading setting can silently break a product gallery, and that most SEO wins are corrections, not additions.