Earning enterprise trust before the first call
A corporate site for engineering and procurement teams at major industrial firms, leading with proof, organised by sector, and sending trade buyers straight to the online store.
Enterprise buyers need proof, not a product page
Leach’s supplies scaffolding to oil, gas, construction and nuclear projects in over 80 countries. The engineers and procurement leads choosing a supplier for that work need evidence of capability before they will talk to anyone.
Its trade customers, meanwhile, buy online. Putting both audiences on one site would bury the proof under a shop, or the shop under the proof.
A site ordered like a sales conversation
The homepage answers questions in the order a buyer asks them: who Leach’s are, the numbers behind that, who they work with, which sectors, which projects, how an engagement works, and which accreditations they hold.
Visitors can start from their own industry, reach a sector page and see case studies from that sector. The main call to action is booking a call, with the online store one click away for trade buyers.
Six decisions that shaped the build
Proof before the pitch
The homepage leads with a century of experience, clients, sectors and projects before it asks for anything, because enterprise buyers check a supplier before they call one.
A call, not a cart
The main action is booking a call. Trade buyers get a clear link to the separate online store, so neither audience is distracted by the other.
Logos kept once, shown everywhere
Client and accreditation logos are managed in one place and appear on the home, about and process pages, so an update never has to be made page by page.
Navigation by industry
Visitors can start from their own sector, such as nuclear or oil and gas, and go straight to case studies from projects like theirs.
Nothing a corporate visitor does not need
There is no cart, product search or category menu. On a corporate site those only add noise to a visit that is about trust.
Pages marketing can build alone
New sector pages, case studies and landing pages are put together from a library of sections, so the site can keep growing without a developer.
Projects, case studies and a fast reply
A corporate site that sells capability, not products
Enterprise visitors meet the proof in the order they need it and are guided towards a call, while trade buyers go straight to the online store.
Marketing grows the site from existing sections, and client and accreditation logos are updated once for every page that shows them.
Trade-offs
Case study listings on sector pages are chosen by hand rather than pulled in automatically. Marketing decides which projects each sector shows, at the cost of keeping those summaries up to date themselves.
What I would do differently
I would pull each listing’s summary straight from its case study, so a sector page can never show out-of-date text.
Addex Group Earning enterprise trust before the first call
A corporate site for engineering and procurement teams at major industrial firms, leading with proof, organised by sector, and sending trade buyers straight to the online store.
Enterprise buyers need proof, not a product page
Leach’s supplies scaffolding to oil, gas, construction and nuclear projects in over 80 countries. The engineers and procurement leads choosing a supplier for that work need evidence of capability before they will talk to anyone.
Its trade customers, meanwhile, buy online. Putting both audiences on one site would bury the proof under a shop, or the shop under the proof.
A site ordered like a sales conversation
The homepage answers questions in the order a buyer asks them: who Leach’s are, the numbers behind that, who they work with, which sectors, which projects, how an engagement works, and which accreditations they hold.
Visitors can start from their own industry, reach a sector page and see case studies from that sector. The main call to action is booking a call, with the online store one click away for trade buyers.
Six decisions that shaped the build
Proof before the pitch
The homepage leads with a century of experience, clients, sectors and projects before it asks for anything, because enterprise buyers check a supplier before they call one.
A call, not a cart
The main action is booking a call. Trade buyers get a clear link to the separate online store, so neither audience is distracted by the other.
Logos kept once, shown everywhere
Client and accreditation logos are managed in one place and appear on the home, about and process pages, so an update never has to be made page by page.
Navigation by industry
Visitors can start from their own sector, such as nuclear or oil and gas, and go straight to case studies from projects like theirs.
Nothing a corporate visitor does not need
There is no cart, product search or category menu. On a corporate site those only add noise to a visit that is about trust.
Pages marketing can build alone
New sector pages, case studies and landing pages are put together from a library of sections, so the site can keep growing without a developer.
Projects, case studies and a fast reply
A corporate site that sells capability, not products
Enterprise visitors meet the proof in the order they need it and are guided towards a call, while trade buyers go straight to the online store.
Marketing grows the site from existing sections, and client and accreditation logos are updated once for every page that shows them.
Trade-offs
Case study listings on sector pages are chosen by hand rather than pulled in automatically. Marketing decides which projects each sector shows, at the cost of keeping those summaries up to date themselves.
What I would do differently
I would pull each listing’s summary straight from its case study, so a sector page can never show out-of-date text.