[01]
No browse-by-category
The old site organised everything by brand only. A buyer wanting "soundbars" or "AV receivers" across all brands had no path. They had to know which brand to look under first.
A 48-page catalogue site for India's premier AV brand, built from scratch on Next.js
PRO FX Tech Limited needed a website that could carry 342 products across 10+ global brands, convert India's most discerning AV buyers, and hold its ground in Google Search through an IPO year. Here's what we built — and what happened after launch.
11,447
Lead events generated Jul 2025 – Jun 2026
43,336
Organic search clicks Jul 2025 – Jun 2026
96,247
Active users Jul 2025 – Jun 2026
1.87M
GSC impressions Jul 2025 – Jun 2026
Project Snapshot
Client
PRO FX Tech Limited (NSE Emerge: listed Jul 2025)
Industry
Premium audio-visual distribution & integration
Market
India — Bengaluru HQ; 10 cities; dealer network in 750+ locations
Scope
48 unique pages · 342 product pages · 30 distinct page designs
Tech Stack
Next.js · Django · DigitalOcean · Brevo SMTP · Calendly · GA4 · GSC
Timeline
Aug 2024 → Jul 2025 (approximately 11 months)
Services
UX research, UI/UX design, Next.js + Django development, server migration, SEO protection, post-launch support
Live URL
profx.com
Website Before we touched it.
Goals and Approach.
Establish credibility as India's premier AV brand
The site needed to visually communicate PRO FX's 18+ years of operations, 15,000+ installations, 15+ international awards, and distributor relationships with globally recognised brands.
Convert visitors into qualified enquiries
Calendly for consultation booking, a contact form with Brevo SMTP, WhatsApp access, and a wishlist-and-quote flow — multiple paths for a visitor to initiate a real conversation.
Surface 342 products clearly, by brand and category
10 distinct product page layouts across all brands, plus category-level browsing so a buyer could find "AV receivers" across Denon and JBL without knowing those brands first.
Protect and grow organic search
The old site had 4,700+ backlinks and 2,802 ranking keywords. Going live without protecting those would mean 12–18 months to recover. The launch had to be an upgrade, not a reset.
Differentiate residential, corp-orate, and automation buyers
Three distinct solutions architectures — residential home theatre and automation, corporate AV (boardrooms, auditoriums, classrooms), and retail — each with relevant use-case pages and project imagery.
Support the IPO investor journey
PRO FX listed on NSE Emerge in July 2025 during the site build. The investor section needed Annual Returns, the offer document, board composition, committee disclosures, and a structure that could update easily.
Establish credibility as India's premier AV brand
The site needed to visually communicate PRO FX's 18+ years of operations, 15,000+ installations, 15+ international awards, and distributor relationships with globally recognised brands.
Convert visitors into qualified enquiries
Calendly for consultation booking, a contact form with Brevo SMTP, WhatsApp access, and a wishlist-and-quote flow — multiple paths for a visitor to initiate a real conversation.
Surface 342 products clearly, by brand and category
10 distinct product page layouts across all brands, plus category-level browsing so a buyer could find "AV receivers" across Denon and JBL without knowing those brands first.
Protect and grow organic search
The old site had 4,700+ backlinks and 2,802 ranking keywords. Going live without protecting those would mean 12–18 months to recover. The launch had to be an upgrade, not a reset.
Differentiate residential, corp-orate, and automation buyers
Three distinct solutions architectures — residential home theatre and automation, corporate AV (boardrooms, auditoriums, classrooms), and retail — each with relevant use-case pages and project imagery.
Support the IPO investor journey
PRO FX listed on NSE Emerge in July 2025 during the site build. The investor section needed Annual Returns, the offer document, board composition, committee disclosures, and a structure that could update easily.
Establish credibility as India's premier AV brand
The site needed to visually communicate PRO FX's 18+ years of operations, 15,000+ installations, 15+ international awards, and distributor relationships with globally recognised brands.
Convert visitors into qualified enquiries
Calendly for consultation booking, a contact form with Brevo SMTP, WhatsApp access, and a wishlist-and-quote flow — multiple paths for a visitor to initiate a real conversation.
Surface 342 products clearly, by brand and category
10 distinct product page layouts across all brands, plus category-level browsing so a buyer could find "AV receivers" across Denon and JBL without knowing those brands first.
Protect and grow organic search
The old site had 4,700+ backlinks and 2,802 ranking keywords. Going live without protecting those would mean 12–18 months to recover. The launch had to be an upgrade, not a reset.
Differentiate residential, corp-orate, and automation buyers
Three distinct solutions architectures — residential home theatre and automation, corporate AV (boardrooms, auditoriums, classrooms), and retail — each with relevant use-case pages and project imagery.
Support the IPO investor journey
PRO FX listed on NSE Emerge in July 2025 during the site build. The investor section needed Annual Returns, the offer document, board composition, committee disclosures, and a structure that could update easily.
Detailed Design Process Over Guesswork.
Onboarding Call
Onboarding Call
First contact came in August 2024 via email from Kritika (Marketing). After an initial phone conversation, she outlined the requirements: a website redesign with SEO and SEM support, 48 pages, 342 products. The formal onboarding questionnaire followed in November 2024, confirming the core goals — brand awareness, lead generation, SEO, and improved engagement. Design reference: Cinebels. Desired look and feel: professional but innovative. The scope — and the tech stack — were not finalized at kickoff. Those decisions emerged from the discovery call in September 2024, where Anand walked Kritika through four feature concepts: a multi-step product recommendation quiz, IKEA-style lifestyle room sets with tagged product packages, "pairs well with" product associations on product pages, and a wishlist-and-quote flow. The resulting scope made WordPress the wrong tool immediately.
Design System.
Detailed Development Process Over Guesswork.
Development
Development - Next.js + Django
48 pages, 342 products, 10 layout templates Advith (Dev Lead) built the site on Next.js (frontend) and Django (backend), hosted on a DigitalOcean droplet in Bangalore (IP 139.59.70.4). WordPress was ruled out in the September 2024 scoping call — it couldn't handle the product catalogue at scale, the interactive quiz logic, wishlisting, or KEF's AR files. Key builds: dual-axis product navigation (brand + category); 10 product page templates accommodating different content densities; Experia section with experience centre pages for Bengaluru, Coimbatore, and an "Opening shortly" Mumbai placeholder; Investors section with Annual Returns, Prospectus, board composition tables, and researcher disclosures (built and updated throughout June–August 2025 as the IPO progressed); Careers with application form fields; Blog with structured templates. Calendly was integrated for consultation booking. Brevo SMTP was configured for form submission notifications (DNS records set August 2025). KEF AR product files were uploaded to select product pages post-launch (R Series, Ci Series, LS50 Wireless II, LS60 Wireless II, LSX II, LSX II LT).
- Planning & Scoping
- Planning & Scoping
Building It Right.
Tech Stack
Wordpress
PHP
HTML5
Javascript
Cloudways
WP Rocket
WebP Images
Heartlink Booking Widget
Notable Technical Challenges and Solutions
SEO continuity on launch
Every existing URL mapped and 301-redirected before go-live. Domain authority preserved — rankings improved within weeks of launch rather than the months a reset would have required.
Healthcare schema markup
LocalBusiness, MedicalBusiness, and Review schema implemented across all pages. Direct result: 933 additional clicks from Google Review Snippets — a rich result format competitors without structured data can't access.
Mobile performance at 90+
All images in WebP, lazy loading enabled, WP Rocket caching, and Cloudways server-level caching stacked. GTMetrix and PageSpeed audits run before launch. 90+ scores achieved across all tested pages.
Booking widget integration
The Hearlink booking widget integrated with matching visual styling — no off-brand redirect, no friction break between the site and the booking flow.
Integrations Configured
Google Analytics 4
Traffic, user behaviour, and conversion event tracking
Google Search Console
Search performance monitoring, index coverage, Core Web Vitals
Microsoft Clarity
Session recordings and heatmaps for ongoing UX analysis
Hearlink Booking Widget
Embedded appointment booking system, styled to match the site
GDPR Cookie Consent
ICO-compliant cookie banner and consent management
Live Chat
Patient enquiry chat widget for pre-booking questions
Why We Built this in Webflow
[01]
Budget & Timeline fit
A 40-page custom build at $4,600 in 8 weeks. WordPress's battle-tested ecosystem let us move fast without sacrificing quality. A comparable Next.js build would have added 4–6 weeks and significant cost — not the right trade-off for every client.
[02]
CMS the client can actually use
Ibrahim and Ajmal update clinic hours, staff bios, and blog posts without touching code or raising a ticket. WordPress's admin panel works from day one — no training, no dependency on Quixta for routine content changes.
[03]
Healthcare plugin ecosystem
Schema markup, GDPR cookie consent, live chat, Google Maps, and Hearlink booking widget — all covered by mature, maintained WordPress solutions. Building this in a headless stack would have been cost-prohibitive.
[04]
Full HTML control for SEO
No page builder. No theme. Custom PHP templates for every page type — complete control over heading structure, schema injection, canonical tags, and Core Web Vitals. The 42% position improvement was built into the markup from day one.
[05]
Scalable hosting on Cloudways
Deployed on Cloudways (DigitalOcean), not shared hosting. Server-side caching, WP Rocket, WebP images. Fast, scalable, and the client controls their own hosting account — no lock-in to any proprietary infrastructure.
[06]
Full ownership on delivery
On go-live: full source code, admin credentials, all design files, CMS walkthrough. No retainer required to keep the site running. No per-seat licensing. No platform fee that scales with traffic. The site belongs to them — not to any vendor.
11 months of post-launch data
11,447
Lead events
GA4 · Jul 2025 – Jun 2026 · Source: key events
96,247
Active users
GA4 · Jul 2025 – Jun 2026
94,824
New users
GA4 · Jul 2025 – Jun 2026
43,336
Organic search clicks (GSC)
GSC · Jul 2025 – Jun 2026
1.87M
Google Search impressions
GSC · Jul 2025 – Jun 2026
47,719
Homepage page views
GA4 · Jul 2025 – Jun 2026
13,916
Contact page views
GA4 · Jul 2025 – Jun 2026
3,390
Product snippet appearances (GSC)
GSC · Search appearance report
61s
Average engagement per active user
GA4 · Jul 2025 – Jun 2026
Monthly organic clicks
The old site's baseline was ~4,220 monthly organic visits at the time of the June 2025 SEO audit. The new site launched in July 2025. Organic search clicks have held consistently above that baseline every month since, with September 2025 as the peak month. The slight softening in early 2026 reflects seasonality rather than any structural SEO issue — impressions have grown throughout the same period.
Monthly clicks - GSC
Jul 2025 (partial — launch month)587
Aug 20254,508
Sep 2025 (peak)4,552
Oct 20254,257
Nov 20253,800
Dec 20254,136
Jan 20264,276
Feb 20263,644
Mar 20263,677
Apr 20263,499
May 20263,460
Jun 2026 (partial)2,940
Traffic by source - GA4
Direct49,997 sessions
Organic Search50,697 sessions
Paid Search15,963 sessions
Paid Social8,187 sessions
Referral1,816 sessions
Organic Social1,318 sessions
Top city - Singapore14,830 users
Top city - Bengaluru8,455 users
Top city - Mumbai4,240 users
Top city - Chennai4,050 users
Mobile share56%
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Average Google Search position Feb 2025 – Jun 2026. Position improves from ~35 (pre-launch baseline) to ~18 at launch (Sep 2025), settling at ~20 across Jan–Jun 2026.
What profx.com ranks for - GSC data
Data from Google Search Console, 29 July 2025 – 25 June 2026. Brand keywords dominate, as expected for a market-leader brand consolidating direct search. The blog post on Dolby Atmos is the standout non-brand performer - 1,529 clicks from 500,163 impressions.
Search QueryPos.ClicksCTR
profx india1.0058673.3%
pro fx tech ltd1.071,36853.5%
pro fx tech1.0775051.1%
profx bangalore1.121,05252.0%
dolby atmos vs dolby 7.12.391040.6%
profx2.727,74137.0%
polk rc60i3.261208.0%
pro fx3.422,04725.2%
polk audio india7.421212.9%
denon india8.571832.2%
The Live Website - Today.
What makes a premium AV distributor's website different
Dual-axis product navigation
Buyers come in through brand searches (Denon, KEF) and category searches (soundbars, AV receivers). A good AV site handles both entry points without sending visitors to a dead end. Brand pages and category pages need to work independently and interconnect.
Solutions architecture for distinct buyer types
Residential home cinema, corporate AV, and smart automation buyers have completely different vocabularies, concerns, and budgets. Mixing them in a single "Products" section confuses all three. Each segment needs its own entry point and narrative.
Lead conversion at multiple friction points
Consultation booking (Calendly), a contact form with fast notification, WhatsApp for immediate queries, and product wishlisting for buyers who want to share a shortlist — the more paths to a sales conversation, the higher the qualified lead rate.
Product page depth
An AV product page that just shows a photo and a price is not useful. Specs, features, compatible accessories ("pairs well with"), multiple product images and 360° views, AR where available, and a clear CTA to discuss the right configuration — this is what serious buyers need before they call.
Brand asset rights management
Authorised distributors can't just pull images from Google. Each brand requires signed NDAs and approved asset library access. Quixta managed four separate brand NDA agreements on PRO FX's behalf and coordinated access across Masimo Consumer, GP Acoustics, and Harman India libraries.
SEO that survives platform migrations
AV brand and product pages accumulate real backlink equity over years. A platform rebuild that doesn't protect existing URL structure and keyword rankings can wipe half a decade of SEO work in a single crawl cycle. Mapping rankings before launch is not optional.
Dual-axis product navigation
Buyers come in through brand searches (Denon, KEF) and category searches (soundbars, AV receivers). A good AV site handles both entry points without sending visitors to a dead end. Brand pages and category pages need to work independently and interconnect.
Solutions architecture for distinct buyer types
Residential home cinema, corporate AV, and smart automation buyers have completely different vocabularies, concerns, and budgets. Mixing them in a single "Products" section confuses all three. Each segment needs its own entry point and narrative.
Lead conversion at multiple friction points
Consultation booking (Calendly), a contact form with fast notification, WhatsApp for immediate queries, and product wishlisting for buyers who want to share a shortlist — the more paths to a sales conversation, the higher the qualified lead rate.
Product page depth
An AV product page that just shows a photo and a price is not useful. Specs, features, compatible accessories ("pairs well with"), multiple product images and 360° views, AR where available, and a clear CTA to discuss the right configuration — this is what serious buyers need before they call.
Brand asset rights management
Authorised distributors can't just pull images from Google. Each brand requires signed NDAs and approved asset library access. Quixta managed four separate brand NDA agreements on PRO FX's behalf and coordinated access across Masimo Consumer, GP Acoustics, and Harman India libraries.
SEO that survives platform migrations
AV brand and product pages accumulate real backlink equity over years. A platform rebuild that doesn't protect existing URL structure and keyword rankings can wipe half a decade of SEO work in a single crawl cycle. Mapping rankings before launch is not optional.
Not every way of building is alike.
Basic tools / MVPs
Every design decision in this project was grounded in UX research, audience analysis, and competitor benchmarking. We don't open Figma until we understand who the patient is.
Mid-level platforms
Technical SEO — schema, 301 redirects, URL architecture, on-page optimisation — built into development, not added after. The site ranked within weeks because it was built to rank.
Advanced / Enterprise systems
The location page template means Direct Ear Care can open a clinic in Leeds and add a ranking-ready page themselves. The digital infrastructure scales with the business.
The Team behind this project.
Anand Ashok
Business Operations
Project lead, UX research, and client relationship. Ran the September 2024 discovery call that defined the feature scope, conducted the pre-launch SEO audit, and managed the brand NDA coordination across Masimo Consumer, GP Acoustics, and Harman India.
Chandana Vulivireddy
UI/UX Lead
All design work from wireframes through hi-fi mockups. Delivered seven homepage concepts, 30 unique page designs, and 10 product layout templates. Managed design review rounds with Kritika and Deepthi across February–April 2025.
Advith
Dev Lead, Quixta
Full Next.js + Django build, DigitalOcean server setup and migration, DNS cutover coordination, Brevo SMTP and Google Search Console configuration. Managed product data integration from four brand asset libraries.
What ProFX Said
“"It's been a great experience working with you and your team, and we're really happy with how everything has come together. We truly appreciate all the effort and support in getting us across the finish line."”
Emily Bartels
A few things people usually ask before reaching out.
The site has 48 unique pages, 342 product pages built across 10 different product layout templates, and 30 unique page designs in total. Brands covered include Denon, KEF, Polk, Definitive Technology, Hegel, JBL, Revel, Theory Audio, FX, PRISM, and others.
Pick a time. We'll take it from there.
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