In the B2B world, your website is more than a digital brochure, it’s a silent salesperson. And for one mid-sized packaging manufacturer, this salesperson was failing badly.
Despite having strong industrial capabilities, competitive pricing, and a reliable distribution network, their enquiry volume was consistently dropping. Their sales team relied heavily on old-school outbound tactics, and the website—built over seven years ago—was generating almost zero qualified leads.
Everything changed when the business invested in a strategic website redesign, transforming not only how the brand looked but how it sold. In the first 90 days after launching the new site, quotation requests jumped by 120%.
This article will explain how that happened and show how any B2B Packaging Company can achieve similar success.
The Initial Problems: A Website That Created Friction Instead of Trust
A Full Audit of the Old Website Showed Common Problems Associated With Most Old B2B Websites:
1. Outdated Visuals giving Low Trust
Cluttered, Old Looking Website Presented Non-Technical Theme and Did Not Display That It Was Reliable and High Quality.
2. Confusing Navigation
Buyers couldn't locate Product Specification, Material Options and Industry Categories Quickly and Easily.
3. No Conversion Strategy
There were no CTAs like:
Request a Quote
Download Product Specification Sheet
Book a Consultation
The Old Website was Primary an Informational Site vs. a Sales Tool.
4. Missing Content for B2B Buyers
Decision-makers needed technical details, compliance info, and case studies—but nothing was present.
5. No SEO Foundation
The site didn’t rank for industry keywords like:
custom corrugated boxes manufacturer
pharma packaging supplier
industrial packaging solutions
The result?
Visitors left quickly, and almost no one submitted an enquiry.
The Website Redesign Strategy That Changed Everything
The intention was not only to give the website a modern appearance but also to facilitate, educate, and help facilitate the purchase of the product(s). Below is the full roadmap of steps taken to accomplish this.
Clean, Modern, Industrial Design to Build Instant Trust
The new design focused on:
• A clean white background
• Industrial imagery (machines, materials, factory shots, etc.)
• Bold, technical typeface
• A product focused layout
With packaging, buyers make decisions based on reliability. The refreshed design instantly communicated precision, quality, and professionalism.
Redefined Website Architecture (UX Strategy)
The content was reorganized so that it reflects the way that enterprise buyers think rather than the way that the manufacturer within the company per se has organized its products.
The navigation of the site is simplified into the following areas:
• Types Of Industries Supported
• Types Of Packaging Products
• What Are The Types Of Packaging Materials And Their Specifications
• What Are The Commonly Used Manufacturing Processes
• Get a Quote On each product page
Each product page now had:
• Technical Spec Sheets
• PDF Downloads
• 3D Renderings And Product Images
• Application Examples
• Minimum Order Quantity, Lead Time, Customization Information, and Gallery
This gave procurement teams exactly what they needed to evaluate the vendor.
Conversion-Focused CTAs Everywhere
The old site had 1 hidden contact form.
The new site had 12 clear conversion points, including:
Buttons
Request a Quote
Get Custom Pricing
Download Catalogue
Speak to a Packaging Expert
Lead Magnets
“Packaging Optimization Checklist”
“Cost Comparison Guide: Corrugated vs. Rigid”
Micro-Forms
Small forms that are strategically placed and only require:
Full Name
Company Name
Email Address
Requirement Brief
Due to decreased friction, there was a significant increase in number of leads gained.
SEO-Driven Content Revamp
The majority of packaging buyers were searching for material + industry + solution (e.g. "Kraft Corrugated Packaging - Electronics").
So the redesign included:
Keyword Optimized Product Pages
Industry Specific Pages (FMCG, Pharma, Electronics, E-Commerce...)
FAQ Pages that Answered Technical Questions
Blogs Discussing Packaging Standards, Compliance, Printing, etc.
Schema Markup so Products are Visible
We saw dramatic increases in organic traffic. After several weeks, these pages began to rank for mid-intent keywords bringing in quality B2B traffic.
Speed, Mobile, and Technical Fixes
The previous site was too slow and had poor mobile compatibility.
The redesign:
Used lightweight HTML + WordPress for speed
Implemented lazy loading for images
Added CDN for faster loading times
Designed for mobile use first
Compressed product images for faster downloads
The page load time was reduced from 7.2 seconds to 2.9 seconds, which impacted lead conversion rates significantly.
Added Social Proof & Trust Boosters
Many industrial buyers consider the following factors when choosing a supplier:
reliability
capacity
compliance
past work
So the redesign highlighted:
client logos
certifications (ISO, GMP, FSC)
machinery capabilities
before/after project results
case studies with ROI outcomes
This information greatly bolstered buyer confidence in our company.
Smart Tracking & Analytics
To measure results, we utilized the following methods of measurement:
Heatmapping
Form analytical tools
Utilising UTM tracking codes
Integration with CRM tools
Converter goals
Funnel Analysis
Sales teams could now see exactly:
where leads came from
what pages they visited
what they downloaded
what triggered enquiries
Using these tools provided continuous room to optimise sales efforts.
The Final Results (Within 90 Days)
After the redesign launched, the numbers spoke for themselves:
A 120% Increase in Quotation Requests
A 78% Increase in Organic Search Traffic
A 42% Increase in Time Spent on Product Pages
Three Times the Amount of Catalog Downloads
A Decrease in Bounce Rate Across All Pages
Overall, the Website functions as a Sales Engine!
Ready to transform your website into a high-performing B2B sales engine?
If you want more quotation requests, higher lead quality, and a design built to convert our team at ScaleOXperts can help you with website development. From data-driven redesigns to full-funnel digital growth strategies, we craft solutions tailored to your industry and business goals.