Equipment & Concepts
Gelato Equipment & Training
A custom WordPress theme for a leading US distributor of Italian gelato equipment and training. Built with ACF Flexible Content and custom Gutenberg blocks, the site spans product catalogues across 6+ brands, a training programme hub, a blog, success stories, and a conversion-focused B2B layout — all architected for a team that needed editorial control without developer dependency.
- Discipline
- WordPress Development
- Role
- Developer
- Year
- 2024
- Client
- equipmentandconcepts.com
- Industry
- Food Service · Gelato Equipment · B2B
- Platform
- WordPress · ACF · Custom Gutenberg Blocks
01By the numbers
A B2B commerce and content platform built to convert aspiring gelato entrepreneurs into equipped, trained business owners.
PageSpeed mobile
Optimised for product-heavy pages with 6+ brand catalogues, training content, and blog.
Brand & Design
Italian heritage meets American commerce.
The visual identity balances old-world craftsmanship with modern US commerce. A warm, confident palette evokes Italian gelato culture without being kitschy. Generous whitespace lets the equipment photography take centre stage. The homepage hero delivers the core promise — 'The Finest Gelato Equipment & Training' — with immediate calls to action for equipment browsing, training enrolment, and demo scheduling. Every landing page reinforces the same message: E&C is the partner that turns your gelateria dream into a working business.
Platform & Architecture
ACF Flexible Content + custom Gutenberg blocks.
The site is built as a fully custom WordPress theme — no off-the-shelf starter, no page builder. ACF Flexible Content powers the structured content: brand pages (Bravo, Ciam, ifi, Tecfrigo, TeknèItalia, Oscartek), product category pages (gelato machines, display cases, blast freezers, pasteurisers, carts), training programme pages, success stories, and blog posts. Custom Gutenberg blocks give the editorial team drag-and-drop control for page layouts without risking design consistency. A 'Frozen Elite' partner subsection showcases the top-churn equipment line with its own branded experience.
Conversion & Content
A platform that educates, then converts.
The site functions as both a catalogue and a consultancy. Private demo and recipe testing CTAs follow every product section. A 'Get the Scoop' blog drives organic traffic with articles like 'Why Gelato Just Might Be the Sweetest Business in Food Service.' Success stories feature real gelato shop owners (Dolce Diletto in Burien, Washington) as social proof. Integrated contact forms with phone, email, and location info close the loop. Financing application links, showroom visit scheduling, and gelato course enrolment all funnel into the same conversion ecosystem — built with SEO, accessibility, and mobile-first performance.
02Across surfaces
One catalogue. Every device.
Whether a gelato entrepreneur browses equipment on a phone, a chef compares brands on a tablet in the kitchen, or a investor reviews training programmes on a desktop — the experience stays fast, authoritative, and conversion-ready.
Notes Custom Gutenberg blocks + ACF Flexible Content — the editorial team manages product catalogues, brand pages, training content, and blog posts without touching code.
03In their words
We've had the pleasure of working with Equipment and Concepts for our business needs, and we couldn't be happier with their service. Their expertise and willingness to go the extra mile have made a noticeable difference in our productivity and efficiency.
Dawn and Junior · Dolce Diletto Gelato Shop — Burien, Washington
04The toolkit
Tools & technologies
A focused stack balancing editorial flexibility with reliable performance — built for a team that needed full content control without a developer on call.
- WordPress
- Custom Theme (from scratch)
- ACF Pro
- Gutenberg
→More case studies
All work
Freelance WordPress Developer B2B Equipment Website — Case Study
This freelance WordPress developer B2B equipment website case study covers how Mosharaf Hossain built a site for Equipment & Concepts, a specialist gelato equipment and training company. Building a freelance WordPress developer B2B equipment website requires balancing product catalogue presentation with lead generation — B2B buyers research thoroughly before making contact, so the site must earn trust before it asks for enquiries.
B2B equipment WordPress sites need to communicate product quality, application expertise, and after-sales support clearly. The challenge was building a site that presented the equipment catalogue professionally while making the training and consultancy services equally visible.
Mosharaf built the freelance WordPress developer B2B equipment website with a custom PHP theme and ACF Pro for product category pages, equipment specifications, and training programme content. Lead generation is built in throughout — enquiry forms contextual to each product category, not hidden in a generic contact page.
Stack: WordPress, ACF Pro, custom PHP theme, lead generation architecture, B2B content structure.
Need a freelance WordPress developer for a B2B equipment, manufacturing, or industrial company website? Contact Mosharaf Hossain to discuss your project.
For another freelance WordPress developer B2B equipment website example, review the project archive, read the WordPress development insights, or contact Mosharaf Hossain about a similar build.