B2B e-commerce: SEO and CRO for an industrial manufacturer

The challenge

KUS-USA makes liquid-level senders, DEF fluid equipment and marine gauges. Its buyers are mostly technical B2B customers, with a B2C component, and the site had to support two conversion paths: direct purchase and “request more information.”

Product pages struggled to rank on their own, technical queries had little supporting content, and the purchase path had too much friction.

The approach

Product pages. Full technical specifications, expandable sections to keep pages readable, application-specific use cases and industry terminology buyers search for.

Content hubs. Technical guides and application articles linked into category hubs and related products, so authority flowed to the pages that sell.

Technical SEO. A logical category hierarchy, clean descriptive URLs, Product schema, breadcrumbs, faster image delivery and better mobile performance.

Conversion rate optimization. Clear “Buy now” and “Request information” calls to action, sticky add-to-cart, visible pricing, social proof, better filtering and a simpler checkout.

The results

• Organic traffic up more than 200% year over year
• Organic landing pages up 89%, and first-page rankings for target keywords up more than 900%
• Direct-sales conversion rate from 2.8% to 4.5%; information requests from 3.2% to 5.7%
• Average order value up 40%
• Pages per session from 3.2 to 4.8, and bounce rate down from 65% to 48%

What we learned

Technical buyers want detail, and detail can coexist with good UX when content is structured well. Two conversion paths work when each is clearly differentiated. And product pages can rank on their own when internal linking does its job.