Manufacturing & Industrial
A kraft paper manufacturer inside a diversified industrial group needed one site to convince three very different audiences: buyers, investors and recruits.
The challenge
Industrial buyers do not read marketing copy. They want the specification: GSM range, ply bond, machine deckle, production capacity, raw material source. If those numbers are not findable in under a minute, the enquiry goes to whoever published them.
The same site also had to carry the group narrative - infrastructure, education and medicine divisions, sustainability commitments and careers. Corporate storytelling and a spec sheet pull in opposite directions, and the previous site had resolved that by doing neither well.
The approach
Product parameters were moved into a structured table - GSM range, ply bond, deckle, installed capacity, raw material, plant suppliers - so a buyer can qualify the product without contacting anyone.
"Who We Are", "What We Do", "Group Companies" and "Sustainability" split the corporate story from the product detail, so neither audience has to read past content meant for the other.
Current output and the stated five- and ten-year capacity targets were placed in the hero, because scale is the first question a large buyer asks of a supplier.
A dedicated careers route with its own enquiry path, rather than a mailto buried in the footer, because industrial hiring competes on visibility too.
Results
Buyers now arrive quoting our GSM range back to us. That conversation used to take two emails before it even started.
Technology
WordPress
PHP
JavaScript
Sass
GA4
Search ConsoleMore work
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Book a free 45-minute scoping call. We will tell you what we would do differently, what it would take and what it would cost.