STERNET is an experienced provider of drive technology, automation and energy-efficiency solutions for industry. For over 20 years the company has delivered projects for manufacturing plants and maintenance teams, serving customers across many industrial segments. The scale of operations and the complexity of the offer called for a clearer way of presenting the company's competencies in the digital channel.
Business challenge
The core challenge was not online presence itself, but how the company's complex offer translated into the sales process.
A complex offer with no clear structure for the customer
- The offer spanned many areas: drive components, service and maintenance, and energy-efficiency projects.
- A B2B customer lacked a clear breakdown and a fast path to the right solution.
A complex product catalog and technical properties
- Many categories and products, each with its own set of parameters and technical properties, had to be organized into a clear structure.
- There was no consistent categorization, iconography or mapping of products to applications, which made the offer hard to grasp quickly.
- Technical data had to be presented so it was clear for a customer, not only for an engineer.
A site not aligned with the sales process
The site did not effectively support inquiry generation:
- no logical routing of leads,
- forms did not capture the context of an inquiry,
- competencies and projects were not used as a sales asset.
A gap between the company's scale and its online communication
- The digital image did not reflect the company's actual market position.
- There was a need to prepare a structure for multilingual growth and international expansion.
Project goal
The goal was to build a platform that:
- organizes a complex offer in a way a B2B customer can understand,
- supports generating and handling sales inquiries,
- builds a consistent brand image worthy of the company's scale,
- gives the team full autonomy in managing content,
- prepares the system for further growth, including foreign markets.
Solution
We delivered the project end to end: from communication strategy, through UX and information architecture, to CMS deployment and system integrations.
Information architecture and a structured offer
- We rebuilt the offer structure around B2B customer logic.
- We organized services into clear areas of competence.
- We exposed projects and know-how as part of the sales process.
Product categorization and technical presentation
- We organized products into clear categories and mapped them to applications.
- We introduced iconography and a readable presentation of technical properties, making comparison and selection easier.
- We presented parameters in a form a customer can understand, without a wall of data.
UX focused on inquiries
- We designed paths that lead the user toward contact.
- We simplified access to specific services and solutions.
- We tied forms to the inquiry type and the relevant area of the company.
Energy-efficiency calculator
We built an interactive calculator that turns the site into a self-service tool and, at the same time, generates a valuable lead.
- The customer calculates energy efficiency on their own, directly on the site.
- Based on the result they order a tailored summary, and the system automatically generates a PDF report.
- The ready document reaches the customer by email without a sales rep, while the inquiry feeds the sales process as a complete, calculated lead.
CMS and team independence
- We deployed a CMS that enables independent content management.
- The team can grow the offer, publish projects and update content without technical support.
- We prepared a multilingual structure for international growth.
SEO and search visibility
- We implemented technical and structural SEO.
- The content architecture was designed around the real queries of industrial customers.
- The site was prepared as a channel for acquiring organic traffic.
Integrations and operational layer
A key part of the project was integrating the site with the tools the company uses day to day, in particular the Microsoft 365 ecosystem.
What we implemented:
- automatic delivery of form inquiries into Outlook / Exchange,
- routing of leads to the right sales mailboxes,
- notifications about new inquiries in Microsoft Teams,
- a streamlined flow of information between the site and the sales team.
As a result, inquiries from the site became part of the real sales process, not just an email.
Outcome and business value
The new platform organized the way STERNET communicates its offer and handles inquiries.
The most important changes:
- customers find the right services faster,
- self-service: customers calculate energy efficiency themselves and receive an automatic PDF report by email,
- clear categorization, iconography and presentation of technical properties that make product selection easier,
- better quality of inquiries reaching the sales team,
- greater consistency between marketing and sales communication,
- shorter response time thanks to the Microsoft 365 integration,
- a more credible and consistent company image online,
- a ready structure for content growth and international expansion.
Takeaways
The STERNET project was a rebuild of how the online channel works, not just a website redesign.
We designed the platform as a sales tool, connecting communication, CMS, SEO and the internal flow of inquiries into a single system that supports the sales team's daily work.
Related articles: Website calculator as a lead generator, B2B portal for manufacturers and distributors.
