Top ranking B2B site by Making Industrial Sexy
ELD Raktártechnika — Turning niche expertise into measurable digital success.
About ELD Raktártechnika
ELD Raktártechnika is a warehouse technology implementation company that provides a comprehensive range of products and services necessary to transform an empty warehouse hall into a fully functional logistics unit.
At the beginning of our collaboration, the main focus was on installing warehouse racking systems. Over time — partly due to the impact of our work — this focus gradually shifted toward flexible collision protection, which safeguards warehouse infrastructure and ensures employee safety.
Challenges
Industrial niche with limited engaging content
The warehouse technology industry is inherently technical and content-scarce, making it difficult to create appealing and engaging materials. Turning a “hardcore” industrial topic into something visually and emotionally compelling requires not only creativity but also a deep understanding of the field and its market.
Defining the target audience, customer journey, company values, and offers
Many B2B companies excel in their professional domain and have a clear vision and expertise that guide their operations. However, this knowledge is often internalized over years of experience. Translating it into a tangible and structured brand narrative that an external team can use for high-quality communication requires time, patience, and significant collaborative effort.
Minimal search volume
A typical B2B challenge: core keywords show barely measurable traffic. This demands a creative approach — focusing on solving practical problems for the target audience instead of relying solely on conventional keyword strategies.
Industry misconceptions vs. professional standards
The target audience is usually not composed of warehouse technology experts. Most search volume comes from technically incorrect terms. However, for ELD, professionalism and precision are core values. To reconcile this, we created educational content using these popular but incorrect terms — helping users while upholding the company’s high standards.
Project timeline
Foundations by Our Founder
Initial discovery and execution as a freelancer
Before Digital Probe existed, our founder Gábor conducted a comprehensive discovery phase, including market research, content creation, UX/UI design, and built the original website on WordPress.
- The initial goal was to clearly communicate the company’s products and services.
- Blog content was created around the most relevant search terms.
- The site evolved continuously based on SEO performance and practical experience.
- Investments in content quickly paid off: the site reached top rankings on Google for "flexible collision protection" and other key areas.
- Flexible collision protection proved to be a smart business direction, as it appeals to a broader market — including existing warehouses.
- Content development focused both on sales and education, based on real user feedback.
Strategic Audit & Data-Driven Redesign
In-depth analytics revealed the need for a full rebuild
As the company evolved, it became clear the site needed a structural update. We began with an in-depth data audit to assess user behavior and performance.
Continuous expansions made the site chaotic; structure no longer reflected the company's shifting focus. Thanks to the original site, ELD was ahead of the market digitally, but competition started catching up. We needed a bold step forward to maintain leadership.
Key insights from our analysis:
- 50% of users who played a product video ended up making contact.
- Over half of those using the internal search eventually reached out.
- 60% of users who downloaded PDFs never returned.
- Sales and product pages were often blurred together.
- Contact forms lacked clarity on what kind of offer was being requested.
UX Redesign & Functional Overhaul
Reimagining the site for usability, education, and conversion
Based on the audit, our UX designer restructured the entire site. Then, we designed a custom design system and key reusable components to ensure consistency and flexibility.
- The site was restructured to behave more like an online store — users could add products to a quote cart.
- Sales pages and product info were separated for clarity.
- A well-structured navigation allowed browsing by product categories and accessing related content.
- Every product received a short silent demo video that autoplays on the product page.
- A smart, intuitive search function was implemented across content, categories, and products.
- A warehouse dictionary was added to introduce industry terms to early-stage visitors.
- Downloadable catalogs became gated content — available only in exchange for email addresses.
Parallel Development & Content Production
Massive content and tech overhaul executed in sync
We faced a major challenge: creating content for nearly 100 products and their corresponding sales pages, while rebuilding the site from scratch.
- Content writing and development happened in parallel.
- Our team collaborated closely with ELD to produce and upload content via the admin interface.
- The site was custom-built to meet high design and interactivity requirements, but remained flexible and editable with a visual-editor for future updates.
Launch & Full-Scope Digital Management
Ongoing support for growth and optimization
After launch, we’ve continuously managed ELD’s digital presence, including:
- Google and social ad campaigns
- Performance tracking and UX/content optimization
- Publishing new content based on emerging needs
We are currently here
Recommendation Engine & Next-Level Personalization
Future plans: leveraging data for personalization and targeting
Looking ahead, we aim to harness behavioral data and interactions not only for analytics, but also to:
- Build an on-site recommendation engine
- Sharpen campaign targeting with pinpoint accuracy
- Guide users through a personalized journey across the website