MARAND Group of Companies is one of the largest manufacturers of sun protection systems (blinds, cornices, roller blinds) in Southern Russia. Despite the company's strong market position, working in the B2B segment requires constant search for new clients to strengthen the brand and expand market influence.
For some time, the MARAND website coped with this task. However, positions began to decline, traffic dropped, and the number of clients decreased. When we started working, the client's site was in poor condition. Immediate measures were required:
Fix technical errors
Change SEO strategy
Update information
Find opportunities to increase conversions and return visitors
Positive results followed quickly!
About the client’s business
Manufacturing of blinds, roller blinds, sun protection systems (B2B segment).
Main goal
Increase search engine positions and attract clients (large companies) for long-term cooperation.
Objectives
Ensure conversions and return visitors to the site
Attract new clients from search engines
Structure the catalog
Analyze visitor behavior on the site
Challenges and promotion specifics
1. B2B target audience (business to business)
Every client is important, as wholesale sales involve large transactions. Conversions and return visits are critical.
2. Individual price calculation
It’s difficult to indicate exact prices because they depend on the specific client. Lack of pricing info can reduce order interest.
Completed works
1. Preparation of the semantic core.
2. Writing SEO-optimized articles in 2 stages.
3. Content analysis for spam, keyword density, and over-optimization.
4. Identification and removal of duplicate pages.
5. Removal of broken links to missing sections.
6. Indication of price ranges for all products.
7. Addition of “Payment” and “Delivery” sections.
8. Migration of the site to a secure SSL protocol.
9. Implementation of feedback forms to increase conversions.
10. Adding a section about installation services.
11. Detection and correction of microdata errors.
12. Adjustments for proper display on mobile devices.
13. Improving page load speed.
Problem and solution
1. Target audience – large companies
Special approach is required for such clients, including guarantees and tailored processes. To solve this, we made the site convenient and attractive, restructured it, and presented products clearly.
2. Cannot specify exact product price
Clients may consider the price too high and leave. To avoid losing potential clients, we indicated a price range starting from the minimum cost.
Results achieved
As a result of optimization, search traffic doubled. From 310 visitors in the first quarter, it increased to 650 in the latest quarter.
In the first year, we focused on studying user interest in the site.
Later, we analyzed specific visitor actions (order placement). The visitor-to-client conversion goal was achieved.
In the first year, we significantly increased client return rates, which have now doubled again.
The site consistently ranks high in the top-10 search results.
Plans for further development
1. Develop and implement a section for promotional offers, displayed on the main page banner.
2. Publish current news to improve company image and increase client trust.
The client’s website acquired all necessary attributes for successful operation, including SSL certificate, convenient feedback forms, correct microdata, and mobile adaptation. Price range info increased visitor engagement.
SEO specialists, marketers, and copywriters’ joint efforts paid off! About 82% of key phrases reach top-10 search results on Yandex and Google. Return rates doubled, conversions increased, and the site consistently attracts new clients while we continue searching for growth opportunities.
