FarbaPro is a paint-coatings B2B distributor selling to industrial and professional buyers. The previous site looked dated, wasn't indexable for product-line keywords, and routed every lead through a single contact email. They needed a marketing site that ranked, generated qualified leads, and gave sales reps a faster lead-routing flow.
The brief
Three goals: rank for product-line searches like "industrial epoxy coating supplier", capture leads with enough context that sales reps don't have to qualify on the first call, and present the catalog without making it look like an e-commerce site (FarbaPro doesn't sell online — they negotiate per project).
Approach
A content-led marketing site, not a storefront. SEO-first information architecture: each product line gets a dedicated page with applications, technical specs, certifications, and a lead form prefilled with the product context. Headless CMS so the marketing team can update content without touching code.
Stack
- Astro for the storefront — zero JS by default, Lighthouse 95+ out of the box
- Strapi-style CMS for product lines, applications, news (~30 product pages, low maintenance)
- Sanity-style structured content per product: name, family, applications, technical PDF, certifications
- Lead form: contextual — captures product line, project size, location, timeline
- Lead routing: form posts directly to a sales-rep mailbox grouped by region (no SaaS in the loop)
- Schema.org Product markup for SERP visibility on technical product pages
Build
4 sprints. Sprint 0 — design system, lockfile, CMS schema for ~30 product pages. Sprint 1 — homepage and 3 anchor product pages built end-to-end (including SEO meta + structured data). Sprint 2 — remaining product pages migrated, lead form with contextual fields, regional routing. Sprint 3 — performance pass, schema markup, sitemap and robots.txt.
Outcomes
- Organic traffic ~3x in the 6 months post-launch (industry-tail keywords were thin and we owned them)
- Qualified leads/month: ~15-20 (was ~3-5 from previous site)
- Average lead context completeness: high — sales reps no longer ask "what product?" on the first reply
- Lighthouse Performance: 96 / SEO: 100 / Accessibility: 95
- Time on product page: 2x baseline (technical buyers actually read)
What we'd do differently
We launched without a cookie banner because we don't set non-essential cookies. EU regulators are getting stricter on PECR even for analytics — we'd add a transparent disclosure even if the answer is "we don't use them" so visitors don't wonder.
Bottom line
FarbaPro shows the leverage of treating a B2B site as an SEO + lead-qualification system, not a "company brochure". The cost of doing the technical SEO right is small; the upside of ranking for product-line searches with a structured lead form is large.
Building or rebuilding a B2B marketing site? We'll send a content + SEO audit within a week.
