Case Study: Berdychiv Energy Equipment Plant
Initial Situation
“Berdychiv Energy Equipment Plant” is a factory that manufactures galvanised air ducts. This is what it looks like:
Their website was not working properly. There were two main reasons:
- Although the website was supposed to sell air ducts, there was not a single air duct product on it. It sounds absurd, of course, but that was the actual situation. Instead, the website pages explained what air ducts are and what types exist. I considered this information unnecessary because visitors searching for air ducts already know what they are.
- The website simply did not work. It had been built on a free CMS, which eventually broke. Something had to be done urgently.
Needless to say, the website generated no sales.
Work Process
I completely rebuilt the website. It became a product catalogue. But there were several important details to consider.
- The homepage was fully optimised for the search query “Air Duct Manufacturing Plant” because the company is not merely an air duct retailer, but an actual manufacturer. This is important because the goal was not simply to sell individual air ducts, but to sell them wholesale, including taking orders for custom-made air ducts.
- On the homepage, we did not simply state that this was a particular factory, as is usually done. We described our advantages in detail and tried to explain them in simple language. In particular, we wrote that the air ducts do not make noise or “gurgle”. In other words, the geometry and construction of the air ducts ensure this.
We also stated that we could fulfil custom orders in order to attract customers who needed such air ducts.
We repeated all this information on other pages because for searches such as “round galvanised air ducts” I sent visitors to the section for that type of air duct, while for “rectangular galvanised air ducts” I sent them to the corresponding section. Naturally, the new website included these sections, with the option to choose air ducts of the required size.
For traffic directed to specific product pages based on searches containing specific air duct parameters, the same information was also repeated on the product pages.
This was necessary because not everyone who lands on a category page goes on to visit the homepage.
I also created a separate page for general searches such as “Buy a galvanised air duct” without specifying a particular type.
The main advantage was that the factory manufactured air ducts quickly. While competitors required customers to wait two months, this factory took no more than two weeks. We emphasised this several times:
- At the very top of the homepage, in the first screen visitors see as soon as they arrive on the website.
- In the advantages section just below.
- In the text on the page.
As a result, we created an effective sales-oriented catalogue website.
Traffic
I launched advertising only on Google because the factory is located in Ukraine, where Yandex is blocked. Air ducts are also not the kind of product that generates demand on social media.
Important Detail
While setting up the advertising, I found that there was too little traffic for high-intent commercial searches such as “Buy a galvanised air duct”, “Round galvanised air ducts”, “Air duct factory”, etc. Although these searches are highly relevant and bring the right audience for sales, the search volume is simply too low. So, with the client’s approval, I tried running ads for the very broad search term “Air ducts”.
To do this, I had to create extensive negative keyword lists to filter out irrelevant audiences. There are automotive air ducts and medical air ducts, for example, and all of these had to be carefully excluded.
Results
The factory was overwhelmed with orders, as the client says herself.
The client initially lowered prices and later doubled them, yet there were still too many orders. I had to turn off the advertising. At the moment, we only run ads from time to time because otherwise the factory simply cannot cope with the volume of orders.
That is the current situation.
