Website creation for a bridge steel structure plant: a B2B portal for a market leader

The PZMM plant needed a digital transformation. The old business card website did not generate targeted leads at all, and regular B2B partners acutely lacked a convenient electronic catalog of standard engineering solutions. We were given a clear task. Create a full-fledged sales tool. Comprehensive website creation for a bridge steel structure plant required a deep study of the specifics of heavy industry, where the transaction cycle lasts several months, and final decisions are made by qualified engineers and strict tender committees. This is a serious challenge.

Bottlenecks of the industrial niche

The specifics of selling complex steel structures completely exclude emotional, spontaneous purchases. It is always a long process. The main problem of the old resource was the critical lack of structured regulatory documentation (GOST, DSTU) and the most confusing navigation through a wide range of products. Clients were losing time. The qualified sales team spent tens of hours on routine telephone consultations instead of directly closing large deals. The situation demanded changes. In addition, the outdated CMS (a previous version of DLE) made further functional scaling of the portal impossible and blocked standard SEO optimization for high-frequency industrial queries.

Architecture, integrations, and development

The Anril team chose the path of creating a custom catalog with complex multi-level filtering. We abandoned templates.

• Analytics and UI/UX: A strict interface designed exclusively for engineers was developed. No visual noise. A well-thought-out UI/UX saves time.

• Technical foundation: To implement a large-scale project, we decided to create a website based on a modern WordPress architecture. This guarantees performance.

• Global SEO: Conducted a deep structural refactoring of the code for flawless promotion. Micro-markup was implemented.

• Ecosystem integration: We connected a powerful CRM system for the automatic capture of hot leads from tender forms. Data is no longer lost.

• End-to-end analytics: We set up user event tracking in GA4 and combined the enterprise’s key business metrics into a single dynamic Looker Studio dashboard. Everything is under control.

B2B sales transformation

The project was successfully launched. Professional website creation for a bridge steel structure plant turned an outdated information resource into a powerful digital hub for the continuous generation of wholesale leads. Conversion has grown sharply. Now, clients independently form preliminary specifications through a convenient online catalog, which relieves the plant’s management’s workload by thirty percent.

Search engines quickly indexed the pages. Organic targeted traffic grew instantly. Thanks to the implementation of a well-thought-out UI/UX, the bounce rate dropped to a record low. It is convenient for engineers to work. They download drawings and quality certificates for free directly from detailed product cards without unnecessary clicks.

The sales department received a transparent funnel. Every new request is automatically registered in the database of the connected CRM. End-to-end analytics in GA4 shows the exact cost of acquiring a client from different advertising channels, allowing marketers to efficiently and predictably scale their budget. Business results exceeded expectations.

Are you looking for a reliable digital contractor to scale your B2B business? The expert team of the Anril web studio is ready to dive into your narrow niche and implement development of any technical complexity. Contact us today to discuss the task in detail and receive a detailed estimate.