A project from the technical sector showing how to bring order to an offer and improve B2B enquiry generation.
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SCOPE OF WORK
The project for BDC was built on e-commerce logic adapted to B2B sales – without a basket and without prices. The category structure, industry views and product cards guide users through parameters and applications, finally leading them to an enquiry form and an individual quote.
The site was built on WordPress as a scalable content system in which product data is used both on the site and to generate up-to-date PDF datasheets automatically.
BDC’s offer covers technical, niche products that are hard to price at a glance. The analysis phase made it clear that a classic online shop does not answer the real business need. Instead we designed an experience inspired by e-commerce. The site walks users through the offer in a way familiar from sales platforms, but ends the process where the decision is actually made in this industry – in direct contact.
Products can be found in several parallel ways:
Industry and category landing pages bring order to the offer, strengthen visibility in search engines and lead users straight to the product cards.
The interface – from listings and filters through to the layout of product cards – supports both finding a specific product quickly and exploring related and complementary solutions.
The site was built on a bespoke, stripped-back theme designed for performance, scalability and strong technical scores. WordPress serves here as a stable content management system that allows the site to keep growing without the limits imposed by off-the-shelf templates.
Previously the offer relied mainly on PDF files of varying structure and quality. The new version introduced a single, unified product description template covering summary information, technical data in tables, logistics details and links to other products and services. Users can now compare solutions quickly and understand what makes them different without having to work through multiple documents.
In this case the look of the products is not a key selection criterion. Rather than putting visually unappealing photographs front and centre, we designed a system of graphic representations of the packaging that brings order to the offer, improves the legibility of product lists and supports comparison.
We also implemented automatic generation of product datasheets in PDF format. The downloadable files are created from the data entered in the system, which removes the problem of out-of-date materials and keeps information consistent.
The site was built modularly, on a block system, which makes it possible to create new landing pages, grow industry content and keep optimising SEO without touching the technical foundation. The site works as a long-term sales tool.
