01 Starting point
FRANKSA supplies rubber and plastics technology to industry and manufacturing. The range runs from seals and profiles through matting to mouldings. It is technical and needs explaining: material, hardness, dimensions and finish decide whether a part fits.
In B2B buying, the search rarely starts at a category. It starts at a specific requirement, often with a material name or an application in mind. A site has to serve both routes and must not hide the range behind a layer of generic headings.
At the same time the site should qualify enquiries far enough for the sales team to work with. If material, dimensions or quantity are missing, a chain of follow-up questions comes before any quote is possible.
02 Solution
The information architecture sets the range out in clear product groups. Each group gets its own level with materials, finishes and typical applications. That creates two ways in: one by product name, one by application.
Technically the focus is on clean markup, readable URLs and a flat click structure. Product and material pages are individually addressable and therefore reachable directly from a search engine. That is usually where industrial buyers come in, not the home page.
The enquiry route picks up the technical details. Instead of a general contact form it asks for material, dimensions, finish and quantity, and assigns the enquiry to the relevant product group. The site is built for desktop and mobile use throughout.
03 Result
The range is opened up along the product groups and reachable both from search engines and from the site's own navigation. Someone arriving with a specific requirement lands on the right level rather than on a general overview.
Enquiries then come in with the details needed for a first assessment. In projects of this kind that shortens the way from enquiry to quote considerably.