"We don't sell online," – that's what Transaco told me when they first approached NetSwifter, echoing a common belief among traditional B2B firms. They weren't convinced a website redesign was worth it. But in today's digital landscape, a strong online presence is about far more than just e-commerce. It's about visibility, credibility, and future-proofing your business.

This post examines how I transformed Transaco's outdated, difficult-to-manage site into a lead-generating, SEO-optimised platform for a reputable packaging supplier. Crucially, I'll share key lessons other industrial businesses can take from this journey.

Why Most B2B Websites Undermine Their Value

Many B2B websites, like Transaco's once was, unknowingly sabotage their potential.

Here are some tell-tale signs your site might be holding you back:

• Poor mobile usability and a confusing structure
• No real SEO implementation, making you invisible to potential clients
• Outdated CMS tools or page builders that make updates a headache
• Information architecture that hides your value instead of highlighting it

For Transaco, the problem wasn't their exceptional offering – it was the outdated delivery. Their website simply no longer reflected the professionalism and market position of their business.

Step 1: Aligning the Website with the Brand

From fragmented to focused

My priority was to rebuild Transaco's site structure with both users and search engines firmly in mind.

Here's how I approached it:

• A truly responsive layout, ensuring an exceptional experience on any device – from a factory floor tablet to a CEO's smartphone – making it easy for leads to connect.
• Keyword-aligned product categories and content sections are meticulously planned to guide both users and search engines to the correct information.
• Intuitive contact forms and clear Calls-to-Action (CTAs) are strategically placed across the site to encourage engagement.
• WooCommerce is used as a catalogue (no checkout functionality). I chose WooCommerce because it's a robust and popular platform that not only presents the offering beautifully but also enables useful integrations and easy product catalogue editing for Transaco's team.

This phase alone transformed the business's online perception and paved the way for serious SEO work.

Step 2: Building SEO Foundations That Scale

Beyond meta tags – a real search strategy

I don't stop at the basics. After delivering the new site, Transaco saw its immense potential and entrusted NetSwifter to lead its full SEO effort.

Here's what I implemented:

• Thorough cleanup and proper resubmission of their sitemap, fixing lingering Google Search Console errors.
• Implementation of structured data, schema markup, proper headings, and breadcrumbs to help search engines understand the site's content better.
• RankMath is configured for scalable on-site SEO, ensuring future content efforts are supported by a strong technical backbone.
• Optimised category pages, service pages, and initial blog articles.
• Development of blog content targeting key industry search queries, attracting relevant organic traffic.
• Full tracking setup using Google Analytics 4, Search Console, and Google Tag Manager for precise performance monitoring.

The result? A site that supports organic search and paid campaigns with equal strength, driving valuable traffic.

A comprehensive technical audit and PageSpeed optimisation to give Google (and potential clients) no reason to look away – a crucial step for discoverability.

Measurable Results – Even Before Google Ads

The impact was clear almost immediately.

Search Visibility – First 45 Days After Launch:

• 1,410 organic impressions in Google Search.
• 29 organic clicks with a healthy 2.1% CTR.
• An average position of ~39 – a powerful start for a completely relaunched site in a competitive B2B niche, typically battling for visibility against established players.

But for B2B, it's not just about clicks; it's about quality engagement. The most telling impact came from user behaviour: a significantly lower bounce rate and higher engagement on crucial product and contact pages. This meant the right people were finding Transaco, staying longer, and taking action. The Transaco team also reported easier content management and tracking internally, freeing up their time to focus on sales rather than website headaches.

Lessons for B2B Decision-Makers in Industrial Sectors

If you think "we don't sell online" means "we don't need a good website" — think again.

This project undeniably proves that your B2B website is your hardest-working salesperson. Even if you don't 'sell online,' it's the digital storefront that builds trust, generates qualified leads, and future-proofs your business in an increasingly competitive landscape.

Today, I continue to support Transaco as their consultant and webmaster, ensuring the site stays aligned with their business goals and digital strategy. Our collaboration has been a true win-win for over a year, starting with these foundational renovations and continuing through subsequent stages of their digital transformation and marketing efforts.

Related Case Study: Transaco Website Redesign + SEO

See the complete transformation in our dedicated case study: how we modernised a legacy B2B site for a packaging supplier, implemented SEO from the ground up, and prepared their platform for digital growth.

🔗 View the complete Transaco case study →

Ready to Modernise Your B2B Website?

Is your B2B website a digital asset or an overlooked liability? If you're ready to transform your online presence into a lead-generating machine, let's talk.

Book a free consultation to discuss your unique challenges and how I can help you achieve similar results.