The website novocraft.ru is a store operating simultaneously in both B2B and B2C segments (i.e., serving both retail and wholesale clients). The company also produces hand and power tools under its own brand. Accordingly, we needed to optimize the website so that it would accomplish three goals:
- Attract retail customers with a wide selection, clear pricing, and special offers.
- Provide wholesalers with supply guarantees and facilitate large-scale deals.
- Promote the company’s own brand and highlight its advantages.
Creating a “3-in-1” website is not easy, but it’s a manageable task for true professionals! We started by developing the semantics for both retail and wholesale segments and organized the website structure. Then we improved the visual presentation of products and usability. A comprehensive technical optimization was carried out, including fixing numerous duplicate meta tags, broken links, and other errors. Here’s what we achieved.
About the Client’s Business
Main Goal
Objectives
- Adapting the website to meet B2B and B2C segment needs
- Increasing search engine traffic
- Improving conversions and return visits
- Promoting the client’s own brand
Website Features and Work Challenges
Completed Tasks
Problem and Solution
Complex structure, large number of products. Websites of this type are very demanding on the technical side, so our first step was to eliminate errors and organize a structured layout. Additionally, the following tasks were performed:
- Setting up meta tags for sections with commercial keywords
- Improving site navigation
- Creating a hierarchy of headings with uniqueness checks
- Adding keywords to image alt attributes (for image search)
Mixing wholesale and retail segments required careful semantic work. We considered queries from both target audiences. For retail customers, we used high-frequency keywords, and for wholesalers — low-frequency keywords combined with branded queries. The catalog was also structured to present products more effectively.
Results Achieved
Development Plans
Continuing Our Work!
This project was a very interesting experience in multi-directional website promotion. Achieving the desired results required grouping semantics for both B2B and B2C segments, eliminating conflicting tags and duplicates. We paid close attention to content updates and preparing SEO articles to fill sections. As part of external optimization, we registered the site in relevant catalogs.
In the end, our client gained new customers in both wholesale and retail segments, and we improved our skills and acquired new knowledge. Much has been done, but there are still opportunities for further development. We continue to look for growth points, implement new technologies, and apply innovative solutions!