Richfeel is India’s leading chain of trichology clinics. From manufacturing patented tricho active products – food supplements, medical shampoos, cleansers, oils – to managing hair loss and other scalp related conditions with both surgical and non-surgical methods, Richfeel is making giant strides in promoting healthcare and wellness sector in the country.
Established by Dr. Apoorva Shah and Dr. Sonal Shah in 1986, Richfeel started out as salon based consultation service. There special focus on research and treatment based on cutting edge technology won them tremendous success with the masses. Richfeel has over 75 centres spread out in 25 metro and tier-I cities with several international tie ups, making it India’s most widely sought after hair care centre.
Client Objective: WordPress Migration
Richfeel primarily uses its website for lead generation, clinical appointments and gaining brand exposure and handles a large amount of web traffic on a daily basis. The website they initially had in place was built on ASP.NET, a relatively primitive technology that proved to be inadequate in terms of handling leads and managing content.
They approached us with the intent to migrate their website to WordPress, a much more efficient and robust Content Management System that perfectly suited their requirements.Few things gel as well as WordPress and web content. Richfeel had prior experience with WordPress in the form of their blog, which they were extremely satisfied with and hence wanted to migrate the entire website on WordPress. Along with migrating website content, we also integrated their blog, hosted on a separate domain, with their website.
Theme & Design
Richfeel needed to exactly replicate their site on WordPress. Since no particular theme could match the look and functionality they were looking for, we chose to develop a child theme based on the Genesis Framework, the most flexible and versatile framework on WordPress.
We also took up the challenge of solving existing design issues for Richfeel. Their website was old; it had to be optimized for modern browsers. To cater to the ever increasing mobile traffic, we optiomized the responsiveness of the website so as to fit all device types.
Custom Templates & Sidebars
To replicate the various site pages on WordPress, custom templates for different groups of pages were created. A major factor while implementing these templates was to provide flexibility for updating various sections as and when required.
Sidebars were crucial to the navigability and functionality of the website. A sidebar displaying the recent most blog posts along with another that displays the latest images and videos was created on the homepage.
Adjustments were made to the Header section provided by Genesis: adding a search bar, social icons and uploading the Richfeel logo with minor styling tweaks. The menu was made responsive using Genesis push menus.
The footer on the existing website was radically different from the one provided in Genesis. We wrote a custom code to widgetize the area and placed a text widget to display content and footer creds.
Richfeel uses a custom built Leads Management System to handle Customer Relations. Integrating this system with the website proved to be quite a task, given the fact the custom LMS was not native to WordPress.
The popular form builder plugin Contact Form 7 was used to create various inquiry forms displayed on the website. Creating these forms required styling changes. To source the data collected from the leads via these forms to the custom LMS, we used Connecto – an excellent plugin for targeted lead management.
Newsletter subscriptions was implemented using MailChimp‘s integration with WordPress, which was placed just above the footer for convenient accessibility by a visitor.
Retaining SEO & Metadata
One of the biggest challenges while migrating the website to WordPress was to maintain the Search Engine Optimization and the metadata present on the website. WordPress works with a permalink structure that’s completely different than that of a website on ASP.NET.
Every URL on the site was individually maintained using rewrite rules, and the metadata, canonical URLs, meta keywords were retained to maximize the searchability for higher SERPs. Richfeel had a Google Analytics tracker in place for their old website, which was re-added to their WordPress site for them to be able to track the web traffic analytics.