Challenge

The client had been in business for over 40 years and had accumulated a product catalog of more than 400 pages across dozens of product lines. The old website was essentially a PDF catalog converted to HTML — slow, unsearchable, and impossible to navigate on mobile. Sales reps were sending spec sheets manually because clients could not find what they needed online.

Solution

We rebuilt the site from scratch with a structured product taxonomy. Each product line got its own landing page with filtered search, downloadable spec sheets (PDF), and an inquiry form pre-filled with the product reference. The forms were localized for DACH, UK, and US markets with correct address formats and legal disclaimers.

Technical Approach

Static HTML generation with a headless CMS for product data. Server-side rendering of product pages for SEO, with client-side filtering for the catalog. Images served as WebP with lazy loading. Critical CSS inlined, non-critical deferred.

Performance Budget

We set a hard limit of 200 KB per product page (excluding PDFs). This forced the team to prioritize content and cut decorative elements that added no value for buyers.

Results

Within three months of launch, qualified inquiries increased by 64%. The mobile PageSpeed score jumped from 43 to 97. Average page weight dropped by 70%, and bounce rate on product pages fell from 68% to 31%.

Client Feedback

Our sales team finally trusts the website again. Buyers find what they need and reach out — instead of calling us frustrated." — Head of Sales