Bintal

Project Overview

Bintal, an industrial/B2B company, approached us for a marketing audit and to improve their digital presence. Their website had indexing issues and, most critically, low-quality product photos that did not reflect the company's standards. The challenge was to determine the most effective marketing strategy for a business where most transactions do not occur online, but rather through phone orders and long-standing supplier relationships.

Services Provided

• Comprehensive Marketing Audit (Online & Offline)
• Hybrid (Online/Offline) Strategy Development
• Professional Product Photography
• Technical SEO Audit & Optimization
• User Experience (UX) Consulting

Strategy Breakdown

Our internal audit confirmed the website's indexing problems but revealed a much deeper strategic insight: Bintal's business model is relational, not transactional. Their customers (other businesses) do not browse to compare and buy; they call a trusted supplier and place an order by phone.

Therefore, a 100% digital strategy focused on e-commerce would have failed. The SEO challenge was significant due to the low search volume for keywords in this highly specific sector.

Our recommendation was a hybrid strategy:

1. Prioritize Offline Marketing: Continue leveraging the traditional channels (calls, catalogs, direct relationships) that were already effective.

2. Elevate the Website to a "Premium Digital Catalog": The website needed to function as the company's best business card. To achieve this, we conducted a new product photography session for key items, replacing all low-quality images and dramatically improving visual perception.

3. Educate the Sector: Use online marketing not to sell, but to gradually educate customers, showing them they could consult the catalog online before calling.

4. Technical Optimization: We recommended structural changes to the website to better organize products, facilitate search (improve UX), and fix all technical SEO issues to ensure a flawless user experience.

Results Achieved

• Created a realistic marketing strategy aligned with the client's B2B business model.
• Delivered a complete visual refresh of key product catalogs through high-quality professional photography.
• Provided an action plan to resolve technical SEO, UX, and web structure problems, improving searchability.
• Established a long-term approach to educate the sector and strengthen Bintal's digital presence as a support to their successful phone sales channel.

Tools & Technologies Used

• Adobe Photoshop
• Google Search Console
• SEO Audit Tools 
• Studio Product Photography Equipment

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