Case Study
Industrial Web Search
Revolutionizing industrial lead gneration.
PROJECT OVERVIEW
Background
Working at a marketing agency, we've witnessed firsthand the frustrations of clients (from small local businesses to large manufacturers) struggling to effectively market their capabilities online. Traditional directories prioritize paid placements over relevance, making it nearly impossible for businesses to reach their ideal customers without massive marketing budgets. This inspired the creation of IWS, a platform that levels the playing field by focusing on precise capability matches rather than who pays the most for visibility.
Problem
Traditional industrial directories overwhelm users with irrelevant search results, prioritizing suppliers who pay more for visibility regardless of their match to buyer needs. This creates frustration for buyers who waste time filtering through mismatched results and disadvantages suppliers who lose opportunities to connect with their ideal customers.
Goals
Design an intuitive search experience that connects buyers directly with relevant suppliers
Create a supplier portal that gives businesses control over their digital presence
Develop a keyword system that ensures precise matching between buyer needs and supplier capabilities
Build a platform that values accurate matches over paid placement
Impact
The platform transforms how industrial buyers and suppliers connect by eliminating the noise of traditional directories. The new keyword-driven system ensures buyers find exactly what they need, while giving suppliers the tools to showcase their true capabilities. This resulted in higher quality leads for suppliers and more efficient search experiences for buyers.
RESEARCH
Overview
To understand the complex landscape of industrial marketing and search behaviors, comprehensive research was conducted across multiple user groups and platforms. My goal was to uncover the key challenges faced by businesses of all sizes in the industrial sector and identify opportunities to revolutionize how they connect with potential buyers.