Digital Transformation for FabSeating's Legacy Brand

FabSeating has been in the commercial seating business for years, supplying restaurants, hotels, and venues. But their digital presence didn't reflect the quality of their product. The website was outdated, lead generation was almost nonexistent online, and potential buyers were bouncing before they ever saw the catalog.

I rebuilt FabSeating's entire digital platform from scratch using Next.js and Sanity CMS, focused on turning the website from a static brochure into an active lead generation engine.

Product-first information architecture: Restructured the entire catalog so buyers can find exactly what they need by category, material, style, or use case. Commercial buyers don't browse; they search with intent. The navigation reflects that.

Lead capture system: Built conversion points throughout the buyer journey: quote request forms, bulk order inquiries, and catalog download gates. Every page has a clear next step.

Headless CMS for operational independence: Sanity gives the FabSeating team full control over product listings, pricing, and content updates without developer dependency. They can add new product lines in minutes.

Performance-first build: Next.js delivers fast page loads and strong SEO fundamentals out of the box, which matters when you're competing for commercial furniture searches against established players.

FabSeating's new platform transformed their online presence from a digital afterthought into their strongest sales channel. The site now generates qualified B2B leads consistently, and the team manages their entire product catalog independently.