Consulting Project
Tenoar / Matexsur
Website Redesign
"Industrial companies often lose business in the first ten seconds."
Restructured content, navigation and messaging for two manufacturing companies, making their products, capabilities and value proposition easier to understand.
Before
- Unclear value proposition
- Hard to understand what the company does
- Confusing product structure
- Not aligned with B2B clients
Problem
The existing websites made it difficult to quickly understand the products, the business model, and the value proposition. This created friction for potential B2B clients.
Goal
- Improve clarity
- Simplify structure
- Make products easier to understand
- Improve first impression
Approach
- Restructured content
- Improved hierarchy
- Simplified messaging
- Iterated layouts quickly
Key Decisions
Clearer hero
Explain what the company does in 2 seconds.
Product structure
Simplified categories for easier navigation.
B2B positioning
Stronger focus on private label and industrial clients.
Visual clarity
Cleaner layout, better hierarchy, less noise.
After
Outcome
- Clearer communication
- Improved structure
- Easier product understanding
- Stronger alignment with business
Reflection
The biggest tradeoff was speed versus depth: iterating quickly let me ship a coherent rewrite, but it also meant fewer rounds of direct conversation with sales and existing clients. In a next iteration I'd pair the same content restructure with short interviews on the sales side, so the hierarchy is validated against the questions B2B prospects actually ask in the first call.
This project was developed independently.