132 pages instead of one — and every request to a furniture manufacturer with revenue in the tens of millions a month now reaches the CRM

Context

MebelRoom is a full-cycle furniture manufacturer in Ufa: kitchens, wardrobes, walk-in closets, two workshops, around thirty employees, in business since 2010. Revenue — tens of millions of rubles a month; hundreds of completed projects in the archives.

The website, meanwhile, was a single page on a site builder: one page in the search index, while hundreds of real projects sat in designers' phones and on cloud drives where no customer could see them. Inquiries came in through several channels at once — phone calls, messengers, the form — and there was nowhere to pull them into one picture: production records were kept impeccably, but inquiry tracking lived apart from them.

The brief was wider than “build a new website”: replace the one-pager with a full showcase, let the customer price their project themselves, get every inquiry into the CRM, and lay out clear rules for the sales team on how to handle it.

Constraints

• Zero digital content to start with. Project photos were thousands of unprocessed frames in messenger exports and on a cloud drive — recompressed, some in HEIC; project descriptions didn't exist. Content had to be created in parallel with development
• Truth only. No invented facts, numbers or stock photography — only real projects and data confirmed by the owner. Unconfirmed values were moved into a config with a flag so they couldn't be mistaken for verified ones
• Russian personal-data law (152-FZ). Analytics and maps load only after cookie consent; personal data — consents, a privacy policy, a salt for IP hashing
• A CRM with years of history. Bitrix24 with dozens of sources mixed together and old pipelines — analytics was built on top of the data as it was, strictly read-only

Solution

What you get

A “showcase → capture → tracking” chain was built: the website brings in and convinces the customer, every request automatically becomes a lead in the CRM, and the “Control Loops” document describes what the sales team must do with that lead.

The website — 132 pages on a custom platform. A catalog of 100 real projects with customer-facing filters (category, style, front type, budget), an interactive price calculator with PDF export and a shareable link to the quote, pages for categories, production and the team, and a full legal layer — privacy policy, consents, public offer. All 100 project descriptions were written from real material. A dark, premium design with Cormorant typography and a brass palette, a full-screen first view, a pinned strip of production stages, smooth scrolling.

A photo pipeline instead of manual processing. The client's archives were sorted: thousands of frames, including HEIC via ffmpeg, selected and culled of rejects. A script runs the originals through sharp into WebP with a manifest — dimensions, blur placeholders, dominant colors; the site carries 497 images. Replacing any photo is one new file and one command.

A request reaches the CRM at every step. Form → SQLite log on the server → Telegram notification → Bitrix24 lead via webhook with the source “Website”, an assigned sales rep and UTM tags. Anti-bot without a captcha at launch — fill-in timing plus rate limiting; a captcha is prepared and switched on if spam grows. Telephony, Metrica with six goals, a daily backup of the request database.

Analytics and the “Control Loops”. A read-only export of the entire Bitrix24 portal — telephony, leads, deals, smart processes, activities — and an 18-page document for management: a diagnosis with charts by hour and by day, six pipeline-management loops with stages, SLAs, rules and time standards, a duty rota, a data clean-up plan, a six-week implementation roadmap and a revenue-growth model. The sales team implemented loop zero first: phone calls started turning into CRM leads.

Launch. DNS migration from the site builder to reg.ru with zero downtime, automatic certificates, a redirect from the preview domain, and an end-to-end check “form on the production domain → Telegram → lead in the CRM” in a real browser before the switch.

Stack

Outcome

Launched in a month: 87 commits, about 11,500 lines of code, all acceptance done with automated browser tests. Speed on the production domain: largest contentful paint — 664 ms, a steady 60 frames per second while scrolling, layout shift on the home page — 0.0005 (it was 0.255 before the fonts and pinned sections were reworked). A site update reaches production roughly ten minutes after the commit.

Every request from the site now exists in three places at once — in the log on the server, in the team's Telegram and as a lead in Bitrix24 with its source and UTM tags, confirmed by end-to-end tests on the production domain. And the sales team got not just the flow but the rules: six loops with time standards and a roadmap that implementation is already following.

The live site — mebelroomufa.ru: catalog, filters, calculator.

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