The Challenge
A specialist provider of advanced lighting systems for large ships, marine vessels, and offshore installations had a strong product portfolio and an excellent technical reputation — but almost no digital presence to speak of in a sector where international contracts are won online before a conversation ever happens.
Their website was outdated, product specifications were hard to find, and there was no structured way for buyers to submit enquiries or request quotes. Competitors with stronger digital branding were capturing contracts this client should have been winning.
Our Approach
In a niche B2B market, the website isn’t a brochure — it’s the sales team’s most important asset. We redesigned the digital presence from the ground up and built the marketing infrastructure to put it in front of the right buyers globally.
- Developed a modern, mobile-first Shopify website designed specifically for the maritime sector — clean structure, technical credibility, and clear product categorisation
- Built detailed product pages with full specifications, technical datasheets, and compliance documentation — giving buyers exactly what they need to evaluate and specify products without a phone call
- Integrated multi-language support to serve international buyers across European and Asian markets
- Built a quick inquiry form and quotation request system tailored for B2B procurement — reducing the friction between interest and a formal quote to a single form submission
- Implemented SEO campaigns targeting specialist maritime search terms — putting the client's products in front of buyers actively searching for marine lighting solutions internationally
- Launched LinkedIn Ads campaigns targeting shipbuilders, port authorities, naval architects, and marine contractors by job title, industry, and geography
- Ran Google Ads for high-intent searches, capturing buyers in active procurement cycles
- Built email automation sequences for enquiry follow-up, new product launches, and certification updates — keeping prospects engaged through longer B2B sales cycles
- Created a consistent brand presence across LinkedIn, YouTube, and Instagram — sharing product applications, installation case studies, and compliance milestones to build authority with a technical audience
- Produced customer success content — anonymised project stories and application highlights — to give prospective buyers confidence in the product's real-world performance
- Provided a dedicated developer resource for ongoing website maintenance, product uploads, certification document updates, and fast turnaround on regulatory compliance changes
- Integrated Shopify order management for standard stocked products, enabling direct purchase alongside the custom quotation flow for project-specific orders
The Results
Within 10 months of the relaunch, B2B enquiries had grown by 160% — with a significant proportion coming from international markets the client had previously been unable to reach. The inquiry-to-quote automation cut the early sales cycle by 41%, freeing the team to focus on closing rather than qualifying.
In highly specialised B2B sectors, the quality of the digital presence signals the quality of the product. When a naval architect or procurement manager lands on your website, they’re making a judgement call about whether you’re a serious supplier — often before they’ve spoken to anyone. This project proved that a credible digital presence isn’t a nice-to-have in maritime — it’s a competitive requirement.
"Our products are world-class. The problem was that the world didn't know we existed. Now we're getting enquiries from shipbuilders we'd never have reached through traditional channels."
— Director, Marine Lighting Solutions Provider (name withheld under NDA)