here’s how we achieved a 1400% traffic increase 

and better quality leads 90 days from launch.

research + brand & content strategy + SEO strategy + design & development
launch: Q1 2025

industry: oleochemical production, contract manufacturing, logistics & distribution

A North American branch of a global oleochemical company needed to revive their website, which wasn’t pulling in the traffic or leads needed to increase business. The home office had been in business since 1999, and in the early 2020s, the company acquired a business with two locations that expanded its contract manufacturing lines.

But the website was being ignored by the agency that managed it, and it needed a lot of work. In addition to an updated design, the company needed to significantly increase its online visibility, integrate the recent acquisitions into the existing brand, and modernize its lead generation engines.

Challenges added up to a total rewrite

Like many organizations that seek to modernize, the challenges spanned both their digital footprint and their internal processes. Sales and marketing teams viewed the website as a functional tool rather than one that could be fully leveraged. While it served its purpose, the current site wasn’t visually appealing, and the content was outdated. No one expressed a fondness for the old site, but few had actionable suggestions for improvement.

As we dug into the site, the challenges began to add up:

  • Design
    The site’s visual design was dated, the brand was treated inconsistently, and failed to provide threads that helped users understand they were in the right place.
  • Audience
    The site’s home page copy failed to identify what the company did and who they served, and while the language targeted scientists and engineers, it excluded non-technical audience members.
  • Site Structure
    The website’s page number grew over the last several years without a singular guiding vision as to its purpose or goals. A previous initiative to modernize the site added an ecommerce tool that wasn’t actually helpful to the company’s ideal sales cycle.
  • Leads
    The marketing team could only attribute a single lead a month to the website, because lead forms were missing from the site, relying on email links and a phone number for clients to contact sales.
  • Data
    The agency that had previously managed the website sent a monthly data overview, but source data was not provided, meaning the company lacked insight into real data on content and SEO performance, and visitors to the site were largely unknown, making it difficult for sales to nurture interested leads.

Other business issues that affected our decisions included understanding the highly customized sales process, the thin margins on oleochemical products, and the company’s strategic growth through M&A.

Simplicity and scalability at the heart of the solutions

We needed to focus on three main areas of improvement: branding, content, and data.
Our approach is to find the simplest solution designed with purpose, that creates a site that serves the company’s story. So we designed a scalable, accessible, and lead-generating website that also happened to be beautiful.

Branding

We gave the website a visual refresh to humanize the site and make it engaging and conversational to stand out in a field of cold, static industry sites. We used images of people and animals using the products to make the brand accessible to both manufacturers and their customers.

Further, the design centered around applied insights: clean, crisp, and open visual elements with bold colors and impactful imagery that honors the brand’s scientific roots while feeling familiar to users as they move through the content. The large, light type and incorporated angles of the brand mark underscores the familiarity while giving a modern edge that can easily be replicated in related sales and marketing materials.

Content: Informative content that serves the user

Content was the driving force for page builds and reflected our goal of simple and purposeful work. The site’s new organized page structure featured the three main customer search needs: by industry, by product, or by service. We wrote clear, audience-first content that guides more knowledgeable customers to the answers they need while including those just learning about the company for the first time. Paired with intentional internal link structures, users navigate through the site with purpose. The addition of calls to action provided a quick way for web users to contact sales.

Through research interviews with company subject matter experts, we found that sustainability and quality were two company differentiators that needed extra attention and could be incorporated in content site-wide. Standalone informational pages were created for both of these initiatives, and we supported them site-wide through internal links.

Data: Increased visibility to make clicks and conversions count

During the discovery phase, we were astonished by how little performance data was available to the marketing team. The website did not have Google Analytics installed, and no one had claimed the Google Search Console accounts for the site. Our first order of business was to make sure that these sources of data were available and ready for analysis.

To help the sales team better understand product demand and generate leads, we removed product specification sheets from the on-page content and moved that information to gated PDFs. These lead forms, along with sample requests and the general contact form, capture data that the customers volunteer, giving sales and marketing teams valuable information about the website’s performance, trends in product purchasing, and relative demand for contract manufacturing solutions.

First 90 days: results & lessons learned

Internal and external sources reported high satisfaction with the organization and searchability of the site, and that user experience was reflected in the SERPs, as the site ranked for 110 first-page keywords in the first 90 days and a 2.63% CTR.
We found that company and especially IT support and communication are essential to a timely and successful project. When we went live, the business had not yet set up a central CRM, which meant that all leads needed to be routed to a central email and manually passed to sales teams. During the first few weeks, over 80 emails were lost to a spam folder because the leads email was blocked within the company’s servers. On our side, some content creation was blocked because we could not schedule access to SMEs, which put us behind schedule on both content creation and page design.

The simple and purposeful work we provided this regional office of a global oleochemical company has already paid off in increased search traffic and better quality leads.

While we had the opportunity to complicate the site by reviving the estore or trying to incorporate the needs of all potential users, we also understood that the company needed reliable leads and a site that positions them as experts in the field first. That understanding guided our work on the site that now serves the company’s story.

+1,462%

total visitors
(12K)

+943%

in total impressions
(163K)

110

first page keywords

14,527

organic sessions

+1,120%

in unique visitors from organic search
(4.8K)

112

AI sessions

120

leads
(up from 1/qtr)

62%

engagement rate
(with a single page high of 89%)

1,018

conversion events
(21% submittal rate)

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