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Case study

bmcontainer.nu

Sales-focused product site for BM containers

We replaced a flat, outdated experience with a clearer premium B2B site built around product logic, decision support and a stronger quote flow.

WebB2BSEO

3

Product lines

6

Standard sizes

1

Quote flow

No. 02 — Project in brief

Goal, solution and results

GOAL

The case

  • Lift the overall impression from flat and forgettable to serious and sales-ready.
  • Make sizes, variants and add-ons understandable without manual guidance.
  • Move visitors into a quote flow with the right details from the start.
  • Create SEO surfaces around common BM container questions.
SOLUTION

What we did

  • A new visual direction with a darker industrial premium feel and product imagery that carries the sales message.
  • An information structure split into fundamentals, models, add-ons, gallery, FAQ and quote.
  • Clear model logic for BM, BM with lid and SBM so buyers start in the right place.
  • A quote flow that collects volume, material, attachment, color and delivery location up front.
  • A knowledge base that answers key questions and strengthens organic visibility.
RESULTS

What changed

Premium instead of flat

First impression

A clearer route through the range

Product selection

The right questions in one form

Quote brief

No. 03 — Scope

What was delivered, broken down

SCOPE 01

Sales structure

  • Hero section with clear product positioning
  • Product line and model flow that reduces friction
  • CTAs and contact paths close to the decision point
SCOPE 02

Content & SEO

  • Knowledge base around common BM container questions
  • FAQ and guides that reduce uncertainty before quote
  • Structure for searchable product and information pages
SCOPE 03

Quote & conversion

  • Form that captures use case and delivery location
  • Clear split between standard, optional and logistics
  • Better brief for faster follow-up
No. 04 — How we drove it forward

Working in clear steps

STEP 011

Current state & positioning

We started from the fact that the old site undersold the product and needed a sharper, more credible presentation.

STEP 022

Range logic & content

We structured BM, BM with lid and SBM so users can quickly understand differences, sizes and options.

STEP 033

Visual direction

Product imagery, typography and a darker tone created a robust industrial feel aligned with the offer.

STEP 044

Quote flow & SEO

We connected decision-support content, guides and the quote form so the site can both attract traffic and convert it.

No. 05 — What it meant in practice

Outcomes that customers felt

OUTCOME

A clearer sales story

The site now explains the offer in a way that feels more deliberate and easier to trust.

OUTCOME

Better decision support

Sizes, variants, add-ons and common questions sit closer to the buyer's real decision process.

OUTCOME

A better quote brief

The form collects relevant details early, which improves the quality of the first sales dialogue.

No. 06 — Decisions and priorities

What we prioritized in the delivery

PRIORITIES

Take-aways

Stronger first impression with a clear industrial feel.Structure that helps buyers reach the right model faster.Knowledge base that supports both SEO and quote conversations.
Key decisions

Treat the site as a focused product experience rather than a generic company brochure.

Make BM, BM with lid and SBM the first decision before the user chooses a model.

Separate content into standard, optional and delivery to speed up understanding.

No. 07 — Selected views

Screens that show the solution in context

bmcontainer.nu
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Homepage

Next step

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  • Clear priorities, not vague proposals.
  • Ownership after launch too.