A 4.3× increase in enquiries from an industrial manufacturer rebuild

The company had a well-regarded product line and a website that actively worked against it. Built in 2016 and never revisited, it loaded in 11.2 seconds on a mobile connection, and 78% of mobile visitors left without a second page view.

The product catalogue held over 200 SKUs presented as a single scrolling page with no filtering, no search and no individual product URLs — so nothing was indexable and nothing was linkable in a sales email.

The enquiry form asked for fourteen fields including a mandatory GST number, which disqualified every enquiry from a business that had not yet decided to buy.

We rebuilt on a modern framework with server rendering, moving mobile load time to 1.4 seconds. Images were converted and served responsively, which alone removed 6MB from the initial page weight.

The catalogue was restructured with a real taxonomy: every product got its own URL, specification table, downloadable datasheet and related-products block. Filtering by capacity, application and material was added.

The enquiry form went from fourteen fields to four, with the qualifying questions moved into the follow-up conversation where they belong.

Design started from the enquiry path rather than the homepage. We mapped how a procurement manager actually evaluates equipment — specification comparison, datasheet download, then contact — and built the site so each step led naturally to the next.

Datasheets became gated only at the point where the visitor had already shown intent, which produced better-qualified leads than gating everything.

Product pages were then optimised for the long-tail specification searches procurement teams actually use, which the old single-page catalogue could never have ranked for.

Monthly enquiries rose from 14 to 61 over four months. Mobile bounce rate more than halved.

The individually indexable product pages accounted for the majority of new organic traffic — 200 pages targeting specific specification queries, where previously there had been one.

Sales reported that the enquiries arriving were better qualified despite the shorter form, because visitors who had downloaded a datasheet before enquiring had already self-selected.