Imagine: a company supplies critical equipment to industries where even a single mistake can cost millions and human lives. Oil and gas, chemical industry, pharmaceuticals — every customer here thinks in terms of “safety + continuity + trust.”
We were approached by a company that is the official representative of global manufacturers of explosion-proof equipment and electric heating cable systems. Quality, certification, and uninterrupted supply are of key importance here.
Despite a strong product portfolio and experience in implementing large projects, the company’s digital presence did not reflect its actual status. The website resembled a catalog of individual products without clear positioning; the content contained duplicates; there was no social proof in the form of reviews and case studies. This led to a loss of trust, a high bounce rate, and inefficient use of the advertising budget.
Our task as a remote marketing department:Determine the company’s current market position and develop a basic marketing strategy for the company’s further development. The main focus is on increasing competitiveness and creating a systematic digital presence that generates high-quality B2B leads.
We have signed a non-disclosure agreement (NDA), so the client will remain anonymous in this case.
Product and solution portfolio
The company is an official representative of global manufacturers of explosion-proof equipment and electric heating cable systems. Key areas:
🟡 Cable systems for industrial and architectural heating (energy efficiency, flexible control, optimal installation costs).
🟡 Explosion-proof equipment: junction and terminal boxes, control stations, position switches, explosion-proof cable glands, signaling equipment, power switches.
🟡 LED explosion-proof and industrial lighting.
All products are certified by leading European laboratories and meet international standards.
Project objectives
- Leadership in the category: explosion-proof equipment and cable systems for electric heating and positioning, demonstrating expertise rather than just a product.
- Building trust through content, reviews, and reputation tools.
- Optimization of advertising investments: focus on high-quality non-brand queries, remarketing, and relevant audiences.
Target audience
Ukrainian state-owned and private enterprises in the following sectors: oil and gas; chemical industry; pharmaceuticals; food production; mining and metallurgy; agribusiness; construction companies.
This is an audience with high standards: security, certification, stability of supply, availability of service support.
Project analysis
As part of this stage, we conducted a comprehensive assessment of the company’s activities to determine how well the current marketing tools are working to develop the company, build customer trust, and drive the company toward scaling.
Our approach involves not only identifying problems, but also providing expert opinions and practical solutions. This allows us to transform tools into a sales and lead generation system that works for long-term results.
Our specialists analyzed the key components:
- positioning and value proposition;
- website as the main marketing platform;
- content and SEO;
- presence on Google and reputation;
- social networks;
- traffic and advertising campaigns;
- lead generation effectiveness.
We always start with an in-depth analysis. In this section, we answer the question: how does the customer see the company and what is needed to turn trust into sales?
Website and positioning
This is where it is decided whether the value is read in 5 seconds, whether the visitor interacts, or disappears with a high bounce rate.
Correct positioning on the first screen changes user behavior: instead of comparing prices, they begin to compare meaning — expertise, approach, guarantees, and scope of responsibility.
Restructuring the structure and navigation affects the depth of viewing, CTR of internal blocks, frequency of mobile visits, and indexing: the search engine better understands which pages are responsible for what.
10% of the analysis result:
- The first screen immediately displays a list of products, without explaining why you should choose them.
- The structure is too similar to competitors → loss of uniqueness.
- Powerful tools (catalog, calculator, questionnaires) are not presented as advantages.
Without clear positioning, customers compare only prices, not value. This makes the company interchangeable.
💡 In fact, a high-quality audit at this stage determines whether the website will become a channel for receiving applications or remain a business card with no impact on revenue.
Content and design
Content shapes perceptions of expertise and trust.
Unique texts, clear visual hierarchy, correct interface language, and regular updates affect the time spent on the site, repeat visits, the share of branded traffic, and, importantly, visibility in search results for information queries.
Design determines cognitive load: whether the user can “scan” the page and quickly find the answer. The lack of a content plan and tone of voice devalues even strong cases — they are difficult to find, difficult to read, and even more difficult to remember.
5% of the analysis result:
- Duplicate texts with competitors.
- No Ukrainian version (legal requirement).
- The blog and news have not been updated since 2020.
Google lowers the visibility of the site due to non-unique content, and the lack of new material creates the impression that the company is not developing; together with outdated design and a weak mobile version, this repels most users — in particular, 59% of visitors who visit from smartphones leave the site without interacting.
The effect of “content as a sales manager” is achieved not by a single redesign, but by a series of small changes — from headlines and visual hierarchy to every little CTA. Read more about the importance of minor improvements in our article.
Reputation and Google search results
What a person sees when searching for a brand name shapes their expectations: the presence of reviews, mentions in specialized media, videos, structured data, and clear meta tags reduces risk anxiety and increases willingness to submit an application.
Optimized snippets, Google business profiles, and capturing relevant search queries increase organic traffic and, consequently, reduce dependence on paid advertising. Here, we literally “repackage” your digital reputation so that the first impression in search works for you.
5% of the analysis result:
- No customer reviews found in search.
- The name overlaps with other companies, which creates confusion.
- In terms of keyword search results, the company often loses out to marketplaces.
No reviews or proof of experience = no trust. As a result, customers see the brand as “just one of many” rather than an expert.
Social networks
Social networks determine whether a brand has “social proof” and a human voice.
For B2B, these are long-touch channels: demonstrating expertise, processes, teams, field work, and brief technical explanations.
This directly affects conversion from cold traffic: people who have seen the brand on LinkedIn/YouTube/Facebook are more likely to click on search results, read the landing page longer, and return more easily through remarketing. Social networks are becoming a gateway to the content ecosystem, where each post reinforces SEO articles and case studies.
At the time of analysis, the company did not have any social media accounts.
Lead generation and advertising
Analysis of advertising campaigns directly affects the quality of leads and the stability of the funnel.
When the account structure is well thought out and the ads are adaptive and segmented for specific queries, advertising ceases to be chaotic and begins to function as a system.
5% of the analysis result:
- Outdated ad formats are used.
- No remarketing.
- Advertisements do not lead to landing pages.
The company pays for clicks but does not receive conversions. This is a direct financial loss.
Insight: Each stage of analysis affects specific business indicators, but together they create a system: the website explains the value; content proves expertise; search and social networks reinforce trust; analytics show where you are losing money; and advertising returns investments in growth. From this foundation, a strategy is born that can be measured and scaled.
Conclusions from the project analysis
Strong technical businesses often lose customers simply because of poor presentation. Lack of positioning, duplicate content, weak design, and ineffective advertising create a barrier between potential customers and the real value of the company.
For companies working with technically complex products, the internal perspective is often limited: the team is well versed in production and equipment specifics, but finds it difficult to assess how the business is perceived by external customers and the market.
That is why analysis by third-party specialists is critically important — it allows you to see the “blind spots”: whether the value is clearly explained, whether the product is adequately packaged for sales, whether the website meets the expectations of users who are not familiar with the technical details. External expertise helps translate the language of technology into the language of the customer and see how each element of marketing actually affects trust, decisions about cooperation, and future purchases.
Sign up for a free consultation to get an independent view of your marketing: we will show you where efficiency is being lost and how to make your product more understandable to customers.
Market analysis
We focused on three key areas where the company operates: industrial and architectural heating cable systems, explosion-proof equipment, and LED industrial lighting.
Cable systems for industrial and architectural heating
This segment is particularly sensitive to seasonality.
Search queries such as:
- “Heating” and “heating” increase from September to January — it is during this period that the market “comes alive.”
This means that the company must be as prepared as possible for active communication with customers during the cold season: advertising campaigns, SEO, content updates, and case studies should be launched as early as August.
- At the same time, the market itself is quite broad: industry, construction, agriculture, and other sectors. Opportunity: segment communication for different audiences, emphasizing the practical benefits for each of them.
Explosion-proof equipment
The market for explosion-proof equipment in Ukraine is growing rapidly — and this is not just a trend, but the result of deeper changes.
- Ukraine’s integration into the EU and harmonization of technical regulations with European standards (ATEX). This makes it mandatory to use certified equipment in high-risk industries: oil refining, coal, metallurgy, chemical, and gas industries.
- A new safety culture is emerging in the market: companies are increasingly aware of the importance of protecting work areas, and demand for proven solutions is growing. The dynamics of searches for “ATEX,” “explosion protection,” and “взрывозащита” confirm this trend—their frequency has been growing significantly since 2022.
- Therefore, we see a promising segment in which demand is not only seasonal but also structurally growing. The emphasis is on expertise and certification, as these factors are key in customer decision-making.
LED explosion-proof and industrial lighting
This market is being shaped by two factors:
- energy crises;
- the need to modernize enterprises.
The rising cost of electricity makes energy-efficient solutions critically important, which is why industrial companies are actively looking toward LED technologies.
At the same time, requests for “LED lighting” are gradually decreasing. This is a sign that the technology is no longer a “novelty” and has become the standard. People are no longer looking for information, but simply buying LED products as a basic solution.
Interestingly, Chinese products account for the majority of the market, but in monetary terms, European manufacturers (Germany, Poland) account for the largest share.
- Challenge: find a way to position ourselves not just as “another LED supplier,” but as experts in modernizing production and adapting technologies to local needs.
Each of the three markets has its own logic of development, but it is precisely the understanding of these dynamics that makes it possible to build a marketing strategy so that the company does not just “be present,” but comes out at the right moment with the right messages.
Want to know what your market looks like and where you’re losing customers? Order a free consultation, and we’ll show you which trends and niches you can leverage for growth this year.
Competitor analysis
We conducted a comprehensive analysis of the company’s competitors. The study covered:
- positioning of companies in the market;
- the functioning of their websites and content;
- design and UX;
- activity on social media;
- sales and promotion features.
This overview made it possible to understand where the market sets standards and where there is room for uniqueness.
Positioning
Most competitors emphasize narrow expertise and use strong wording:
- “the only company on the market”;
- “leader in the field”;
- “expert in the field.”
They clearly define their specialization: some focus on cable system engineering, others on the production of explosion-proof equipment, and still others position themselves as official representatives of global brands.
Against this backdrop, our client seemed more versatile, as it combined two areas: heating and explosion protection. But this is both an advantage and a challenge.
- The advantage — a wider range of services.
- Call — at risk of a “blurred image.”
Here we see an opportunity to clearly articulate a unique proposition: who exactly you are in the market and why it is worth working with you.
Websites and design
In terms of traffic, the company occupies a leading position among its competitors. However, this traffic is not always targeted: the bounce rate here is the highest.
✅ Conclusion: Leadership in numbers may hide a problem with audience quality and, consequently, conversions. The number of clicks does not equal the number of applications. Not only traffic is important, but also its relevance.
In terms of design, two approaches clearly stand out on the market:
- Modern design with thoughtful content that creates a sense of expertise and trust.
- Bright visuals without substance, where the limited structure does not allow for the full range and value to be revealed.
Most companies actively use elements of social proof — certificates, partner logos, mentions of major brands. This builds trust even before the first conversation with a manager. For those who do not do this, the impression of an “empty shell” remains.
Social networks
The market here is significantly weaker. Many accounts are maintained formally:
- pages are not updated;
- publications duplicate the same content;
- There is no systematic style or strategy.
However, there are isolated examples where social networks become a full-fledged sales channel: integrated stores on Facebook, themed video reviews on YouTube, and the use of LinkedIn as a channel for B2B communication.
✅ Conclusion: the niche remains open: where most competitors stop at a basic presence, it is possible to build a strong combination of a modern website + content that proves expertise + active social networks with live presentation. This immediately raises the brand to a higher level in the eyes of customers.
👉 Want to learn how we turn competitive analysis into a concrete growth strategy? Book a free consultation, and we’ll show you how you can outperform your competitors in your niche.
