The opportunity

Due to the mobile-unfriendliness of the old website of TECTRA Ltd, the company’s ranking on Google Search had for a long time fallen way beyond the second page of results, rendering the company undiscoverable for potential customers.

After evaluation of Hugo , Grav , and Boltcms ¹, I designed www.tectra.gr and implemented it in Grav, while overseeing the collection and consolidation of product-family information from the websites of the company’s suppliers.

The biggest challenge of this project was the sheer number of different product families to be presented online, together with the highly-specialized technical nature of the content. This made machine translations untenable, as their quality was deemed damaging to the brand of a business that has been active in Greece since 1991.

The launch

The new website was launched in April 2020, and its responsive, mobile-friendly design rapidly led to the company’s pages shooting to the first page of Google Searches for relevant product terms, sometimes even appearing above the corresponding pages of the company’s suppliers’ websites, thanks to its vastly lower complexity and faster loading times.

Since April 2020 therefore, the new website became the company’s primary means of customer acquisition, displacing word-of-mouth and customer visits (which had become nigh-impossible due to lockdown measures).

The outcome

Within 12 months from launch, the result of this newfound discoverability was a more-than-doubling of the company’s rolling 12-month customer-acquisition rate. Based on gathered data of inbound email and phone contacts, this led to

1. an estimated 38% increase of RFQs for entirely-new opportunities in terms of customers and industry segments in that period, and
2. around 20 new customers every year since.

Since its launch, the website was updated as-needed with Greek translations of high-traffic pages, with new products added to the portfolio of offered equipment, and with links to new services such as track.tectra.gr .