The old-school HTML table was not a good way to present data on all sizes of screens, and the interface needed to be better aligned with best practices in usability.
When listening to engineers, it became clear some forms didn’t have enough information — causing wasted time. There was an easy fix.
The manufacturer’s website had a page that performed well for an important keyword. Until it didn’t.
Adding an English-language manufacturer’s website to the Russian search engine Yandex.