PROBLEM
A 1,200-SKU business was running on a brochure site
The old website looked corporate but behaved like a PDF: weak information architecture, no scalable product templates and almost no search visibility for commercial B2B queries. Engineers could not filter products by pressure, material or connection type, and the sales team had to handle basic qualification manually.
✕1,200 SKUs existed internally, but fewer than 90 had indexable product pages;
✕Only 6 non-brand commercial keywords ranked in top-10 before the project;
✕RFQ flow was buried in the navigation and converted just 0.6% of sessions;
✕Product data lived across spreadsheets, PDFs and ERP exports with no SEO-ready structure.
SOLUTION · 16 WEEKS
Rebuild the site around product discovery and RFQ intent
We treated the relaunch as both a development and SEO project: scalable templates, clean taxonomy, technical specifications in crawlable HTML and conversion paths designed for procurement teams, not generic traffic.
WEEKS 1–2
Audit and information architecture
Mapped 1,200 SKUs into a searchable taxonomy by valve type, material, pressure class and industry use case; defined URL logic, filters and migration rules.
WEEKS 3–6
Design system and development
Built modular templates for category, product, industry and application pages; added technical spec blocks, downloadable datasheets and persistent RFQ CTAs.
WEEKS 7–10
Technical SEO rollout
Implemented indexation controls, canonicals, internal linking, breadcrumb schema, Product and Organization markup, plus page-speed fixes across catalog templates.
WEEKS 11–16
Content population and launch
Published 1,200 SKU pages, 38 category/application pages and migrated legacy URLs with redirects; configured GA4 events to track RFQs by source, product family and landing page.
RESULT · 8 MONTHS
The website became a sales asset, not just a brand asset
| METRIC | BEFORE | AFTER | CHANGE |
|---|---|---|---|
| RFQ requests / month | 26 | 81 | ×3.1 |
| Organic share of RFQs | 9% | 28% | +19 PP |
| B2B keywords in top-3 | 3 | 54 | ×18 |
| Indexable product pages | 87 | 1,200 | +1,113 |
| RFQ conversion rate | 0.6% | 1.9% | +217% |
“For the first time, distributors and engineers can actually find the right product without calling us first. The new site didn’t just look better — it started bringing qualified RFQs every week.”