RichWP is one of the most well-known and respectable WordPress themes providers in a tough competitive market. There are hundreds if not thousands of WordPress themes businesses and clubs nowadays. But with years of experience in web design development, RichWP has maintained and been at the forefront of the development of WordPress themes.
Today I have the great pleasure to have a conversation with the founder of RichWP, Felix Krusch about RichWP relaunch, the new design, and new WordPress themes.
Let’s start the interview and fund out what Felix Krusch have to tell about RichWP and what we can expect from RichWP in the upcoming months and next year?
RichWP Relaunch & New Design
Peter: The new design of RichWP.com looks great. The clean and spacious layout is a nice improvement. Can tell us a bit of your new design and relaunch? Perhaps share your thoughts, plans, and approach to building your design.
Felix: Hi Peter, thanks for having me. Clean and spacious is exactly what I had in mind when starting the redesign process. I wanted that uplifting look and feel of a site that works flawlessly and performs well on all devices. As they say, you only have one opportunity to make a first impression. Even before starting to read the copy on RichWP, the visitor should already understand that we are a professional WordPress theme company and our themes have been created to the same high-quality standards as our own site.
Peter: What’s up with the rhymes?
Felix: I was browsing the wordpress.org site the other day and when I scrolled down to the footer, the “Code is Poetry” catchphrase really hit me. I believe that brand communication should be clear, concise, and easy to remember. If your sales copy reads like everyone else’s, it will quickly be forgotten.
Let’s take this one for example. It is for my newly launched Rich Grid Theme:
Some content is better ordered in a grid,
With this theme, this is just what we did.
Fast performing and timelessly styled,
The Rich Grid will be flawless in the wild.
Secure it now for your site;
You, now, this theme is just right.
I first thought it was a bit too wacky and crazy, but now I defend the idea by pointing to the 40’s and 50’s when the airwaves were filled with rhyming jingles. The attention span for modern sales copy is pretty short, and the rhythm of a rhyme helps the memory hold onto meaning. Besides that, I enjoy writing them; time will tell if this gamble pays off.
Peter: We noticed that the new design and your recent themes have built using the Foundation 6 Framework. Why?
Felix: In the early days, we built on the then famous 960grid, then we created themes writing the complete front end by ourselves, and now we are going back to using a popular codebase. Over time and from the feedback of our customers, we have seen that themes built on a platform, developers are already familiar with are more appreciated and greatly reduce support requests like, for example, “how can I make this a five-column layout instead of three.”
We chose Foundation 6 because they claim that it is the most advanced front-end framework in the world, and we actually started to believe it. 😉 All the thought they put into their framework, combined with our experience in developing WordPress themes, is a match made in heaven. Their base styles work beautifully with my own design ideas, which tend to be more minimal.
Our new Rich Master theme is a good example.
Peter: RichWP offers WordPress themes with a very slim features list and no page builder. Why do you go this route?
Felix: When it comes to big design option panels and big feature lists, we’ve been there and done that. …. Since 2012, in fact! We changed for simplicity and never looked back. Take the Rich Modern theme, for example: just change the header background image and font colors and you end up with a completely different design.
As you see, there is no need for 250 or 600 different dials. We use the functionality that WordPress already offers and customers understand. This approach makes our customers happy, dramatically reduces support requests, and frees up resources to develop new designs. However, should you have ideas for modifying our theme to better fit your purposes, just write in and we will either point you to the easiest solution or send you a quote if we can help you out with our programming or design services.
The other basic principle that we stress is that our themes should not interfere with the site content. Always keep content and design separate to assure that you will be able to change your theme down the road without manually having to rework all your content.
What RichWP themes claim they can do, they really can do extremely well. We call it Professional Simplicity and we are proud to note this in our advertising.
Peter: What can we expect from RichWP in the upcoming months and next year?
Felix: Since the relaunch is off to a good start, we will now be focusing on releasing new themes and revive older concepts that sold well in the past. We want to be on the forefront of innovative designs and push WordPress theme development past new boundaries by focusing on the functionality that WordPress already has to offer.
Peter: That sounds great. Good luck to you guys and thank you for the conversation.
Felix: Thanks for having us.
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