SteelWest Pipe Manufacturer Website Case Study

Client

SteelWest is a Ukrainian pipe manufacturer based in Kharkiv, founded in 2009. The plant produces thin-walled electric-welded pipe and supplies it across Ukraine, offering customers a dedicated manager, partnership programs, and custom technical solutions. The website was meant to become a tool for presenting the company and attracting new partners.

Challenges

The company needed a corporate website that matches the image of a modern manufacturer and generates new inquiries from customers. The main challenge was the product line itself: many types of pipe with different sizes, wall thicknesses, and steel grades, which buyers need to navigate quickly.

The website's audience is professional: wholesale pipe buyers and metal warehouses, construction and installation companies, plants that purchase pipe for production, and municipal utilities that maintain networks and infrastructure.

A clear catalog: quickly finding the right pipe by type, specifications, and application.
More inquiries: a short path from a product page to a request to a manager or an order.
Search traffic: visibility in Google for targeted industry queries.
A modern manufacturer image: a restrained industrial style and usability on any device.

Solution

Niche analysis. We researched competitors and industrial company websites, and compiled the semantic core: the queries customers use to search for pipe products.
A catalog built around buyer logic. We structured the catalog by product type, application, and parameters, added multi-level filtering by type, size, wall thickness, and steel grade, and attached technical documentation files to products.
Industrial design. A restrained visual language focused on technical information and usability, optimized for mobile devices.
Requests go straight to the CRM. The website was integrated with Bitrix24: orders and products sync both ways, so managers handle requests without transferring data manually.
Launch and ongoing support. We tested speed, usability, and cross-browser compatibility, and after launch stayed on for technical support, SEO, and PPC.

Results

A product catalog with filtering by technical parameters: type, size, wall thickness, steel.
A direct channel to a manager: contact forms and complete product information made communication with customers easier.
A structure built around the audience's search queries, so the website is ready for SEO.
Fast loading and convenient use on phones and tablets.
The website has become a modern representation of the brand and a platform for partnerships and sales in the B2B segment.

Technical details

Platform: OpenCart 3 with dynamic filters, product grouping, and documentation files.
Integrations: Bitrix24 CRM (two-way exchange of orders and products), Google Maps.

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