BN Syndicate

The business wanted three things: more enquiries, credibility with international buyers, and a way to show its full product range. The last two pull against each other. Showing everything makes things harder to find, and the old site already had that problem.

Five kinds of buyer use the site: procurement, engineers, manufacturers, distributors and export buyers. Serving all five equally is how B2B sites end up vague, so we agreed to make the site work for the person who shortlists suppliers.

I didn't interview buyers for this project. What they need reached me through three sources: conversations with the owner, an audit of every technical datasheet, and a review of competitors and global suppliers.

The leaders in the sector organise by application and publish guides. Many also hide their specs in PDFs and use stock imagery: something to borrow, and something to avoid.

Put together, the sources said the same thing. Buyers arrive with a problem, such as a tape that holds at 200°C, not a product code. A list of 27 products is only findable if you already know what to ask for.

Organise by application, not by product, and design for procurement first. Every product page is written so a purchase team can act on it, with the full specifications kept there for engineers.

Three options I rejected. A simpler catalogue: cleaner, but you still only find what you can already name. A PDF catalogue: not findable through Google, and hard to read on a phone. Online prices or ordering: price depends on quantity and spec, so every serious order needs a quote.

The site launched in April 2026. The owner scored it 8/10 for being informative, 9/10 for catalogue, product detail and customer-friendliness, and 7/10 for ease of handling. The lowest score is the part built on my key decision, so that's where I'd start: watching procurement users look for a tape for a real application. It hasn't been tested with buyers, and all customers so far are in India, so international credibility is still unproven.