Objective
Turn a checkbox brochure site into a sales tool for procurement-driven B2B across Russia and Kazakhstan.
Research
Interviews with sales engineers showed buyers search by specifications, not series names; competitor analysis revealed an open niche in equipment-selection queries.
Strategy & brand
Positioning shifted from “we make pumps” to “we deliver a solution for the task”, with a refreshed engineering-flavoured identity.
Architecture
Semantics-first structure: 240 product cards, 18 industry landings and a selection guide, each card with spec tables and CAD files.
Design
No industrial clipart: large type, honest production photography and a technical grid motif; product cards designed with the engineers.
Development
WordPress with custom blocks and post types so engineers update specs themselves; caching and image optimisation brought mobile LCP to 1.9 s.
Integrations
Selection forms push structured briefs to Bitrix24 with equipment parameters; sales get Telegram notifications.
SEO
Technical SEO, Product and FAQ schema, geo landings instead of subdomains and reference content for informational intents.
Advertising
Direct used surgically — hot specification queries only — while organic growth matured.
Analytics
Goals on every form and call, call tracking and an executive funnel dashboard.
Results
In 8 months organic traffic ×3.2, site leads +64% QoQ, and the site now passes procurement checks.