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Case study · B2B manufacturing
A2 Sweden
A Swedish access and smart-lock manufacturer selling to specifiers, distributors and end users at the same time. We built a site that lets each of them find their own way in — by product, by industry, or by problem.
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- 91 Google PageSpeed at launch
- +180% Organic traffic
- WordPress Built on
The numbers
Three buyers, one catalogue.
Hardware manufacturers have a structural web problem. The specifier wants technical data. The distributor wants the range and the commercial terms. The end user wants to know whether it will work on their door. Most manufacturer sites pick one and lose the other two.
A2 Sweden's site is organised so all three routes exist in parallel — product category, industry vertical, and a featured product path for people who already know what they want.
91 Google PageSpeed at launch
180% Increase in organic traffic
3 Parallel routes to purchase
The brief
Manufacturer sites are catalogues pretending to be websites
The default in access hardware is a product grid, a PDF library and a contact form. That serves the distributor who already knows the range and nobody else — least of all the specifier deciding what goes into a building.
A specifier and a homeowner are not shopping in the same building
Product-first hides the application
A grid of lock models tells a facilities manager nothing about whether this range suits an airport, a school or a distribution centre. The industry is how these buyers think about the problem; the SKU is only how the manufacturer files it.
The specification decision happens before the purchase
In access hardware the meaningful moment is when an architect or consultant writes a product into a specification, often years before anything is bought. A site built purely for transaction misses the point in the funnel where the decision is actually made.
Security products have to explain themselves
Dual authorisation, mortise locking, privacy mode, emergency power, low-battery alarms — these are the features that decide a purchase and they are meaningless as a bullet list. They need to be explained in terms of what goes wrong without them.
What we built
One catalogue, three ways in
By product, by industry, or straight to the flagship — each a first-class route rather than a filter on the same grid. Every screen below is from the design system we built.
The company
About A2 Sweden
The manufacturer's own story and standards, which in B2B hardware is a genuine purchase factor rather than a courtesy page.
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Partners and resources
Distribution partners and the downloadable technical library — the assets a specifier actually needs to put a product into a document.
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Finding the product
By product category
Smart products, door locks and security, door closers — the manufacturer's own taxonomy, for buyers who think in ranges.
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By industry
Aviation, education, distribution and logistics — the same catalogue re-cut the way a facilities buyer actually frames the problem.
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The full catalogue
Filterable by series and use case, so a distributor can get to a part number without reading a narrative.
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The flagship product
The A2 Viso smart lock given its own surface, because a hero product carries a disproportionate share of both search and consideration.
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Earning the specification
Access solutions by sector
The argument that the same access problem looks completely different in an airport and a school — which is what a specifier is really weighing.
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Editorial
Articles on smart lock selection, home security and integration — the research layer that reaches buyers long before they are ready to enquire.
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Events and trade presence
Security and smart-home expos surfaced on the site, connecting the trade-show pipeline to the digital one instead of running them as separate worlds.
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Enquiry
A single clear commercial ask for the buyers who have finished researching.
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How we worked
A manufacturer's site, built in four parts
Structure first, because a catalogue that is organised wrong cannot be fixed with content. Pick a workstream to see what it involved.
Three routes, one product set
The central decision: product category, industry vertical and flagship product are three parallel entry points into the same catalogue, not a menu and two filters. That way a specifier, a distributor and an end user each get a path that matches how they think, without maintaining three separate product databases.
- Product category, industry and flagship as parallel first-class routes
- One product data set feeding every route
- Filterable catalogue for buyers who already know the part
- Industry pages carrying their own search intent rather than duplicating the category
A system that survives a growing catalogue
Hardware ranges expand constantly. The component library was built so a new series, a new industry or a new flagship slots in without a redesign — which is the difference between a site that ages well and one that is rebuilt in three years.
- Component library covering product, category, industry and editorial
- Named page templates for homepage, category, product, about, contact, blog and events
- Product sampler template for configuring and comparing within a series
- Consistent technical-spec presentation across every product type
Features explained as consequences
Dual authorisation mode, high-security mortise locking, emergency power, low-battery and security alarms, indicating light, voice prompt — the specification list is only persuasive once each item is tied to the failure it prevents. That reframing is most of the copywriting work on a hardware site.
- Smart-feature set explained by what it prevents, not by what it is
- Industry pages written for facilities and specification audiences
- Technical downloads structured as a resource library, not a PDF dump
- Editorial aimed at the research phase, long before enquiry
Search that reaches the specifier
Organic traffic grew 180%. In B2B hardware that growth comes from the long tail — product names, feature queries and industry-application searches — rather than from generic head terms that attract the wrong buyer entirely.
- 180% growth in organic traffic
- Product-name and series-level search captured deliberately
- Industry-application queries served by dedicated pages
- Google PageSpeed 91 at handover on an image-heavy product catalogue
At a glance
The engagement, in brief
- 01
Industry
B2B manufacturing — access control, smart locks and door hardware.
- 02
Market
Sweden and the wider EMEA region, selling through specification and distribution.
- 03
Platform
WordPress, with a structured product catalogue and industry routes.
- 04
Scope
Design system, full page library, catalogue architecture, technical content and organic growth.
Why it worked
It works because it stopped being a product grid
Nothing here required more products or a bigger media budget. It required accepting that three different buyers were arriving and giving each of them a route built for how they think.
Industry routes match the real question
Facilities buyers think in buildings, not in part numbers. Re-cutting the same catalogue by sector reaches them where a product grid never could.
The specification is the real conversion
Getting written into a specification is worth more than any single transaction, and it happens far earlier in the process than most manufacturer sites are built for.
Features mean nothing until they mean a consequence
'Dual authorisation mode' persuades nobody. 'Two people required to open it' decides a purchase. That translation is most of the value in hardware copy.
The long tail is where B2B lives
Product names, feature queries and industry applications carry lower volume and far higher intent than the head terms competitors fight over.
Client stories
What clients say
On camera and in writing — swipe through the founders and teams we’ve helped design, build and grow.
In their words
★★★★★
GMC is thrilled to extend our heartfelt appreciation to Adnika! Collaborating with Ehsan and his team has consistently been an absolute delight. Ehsan's dedication and commitment have ensured that German Medical Center remains an exceedingly satisfied and happy client, especially regarding their Hubspot Onboarding, Digital Marketing, Website Development, Content Creation and Social Media Marketing. Adnika is indeed the Best Digital and Growth Marketing Agency in UAE!
★★★★★
Adnika provided us with their Inbound Sales and Marketing solutions through Hubspot. They helped us generate more qualified leads for our sales team, drive website traffic, increase customer engagement, and grow our customer base. Adnika is a reliable partner that has always taken our specific goals and needs seriously.
★★★★★
Adnika has helped us plan, implement and optimize ad campaigns on Facebook and Instagram. Adnika is truly committed to Performance Marketing. They provided us with a fantastic dashboard with detailed KPIs that helped us track the campaigns’ performance in real time. Adnika also gave us helpful and dedicated support during the whole project, and the campaigns turned out to be a great success. We highly recommend working with Adnika's growth experts.
★★★★★
We really enjoyed working with Adnika’s team. Not only are they talented, but they all take the time to understand whom they're working with, what they're trying to accomplish, and how to help the business achieve its goals. The quality of work we've experienced has made a huge difference for us and helped drive new business.
★★★★★
Adnika helped Sea Technology with setting up new digital channels, such as Google Search Ads, to attract more customers and leverage our brand. We are very satisfied with the results and we will continue with the implementation of lead generation, marketing automation, and performance marketing.
★★★★★
Working with the Adnika team has been a real pleasure! Extremely friendly, Ehsan and Elin are always available with prompt replies, valuable insights, patience, a problem-solving attitude, and high knowledge. Super easy to work with them. I highly recommend the Adnika team to help your business!
★★★★★
I am an artist, but I also manage a collective of DJs. In order to promote our services to our clients, we needed Inbound solutions that could attract the right traffic and promote the brand. Adnika built and designed our Inbound processes as well as create and manage campaigns on social media and Google Ads which helped us attract many more customers. I’m very happy!
★★★★★
We've been using Adnika growth marketing solutions only for a few months. They are highly professional, competent, experienced, and creative. Get ready to get to work with this agency. They will come alongside you as a business owner and feel your pain and joy! Get ready to transform your business.
About this project
Questions about this engagement
What manufacturers and B2B brands ask us after reading this case study.
Because the two audiences think differently. A distributor thinks in series and part numbers; a facilities manager or specifier thinks in buildings and problems. Running both as parallel routes into one product set means neither has to learn the other's vocabulary, and it doubles the search surface without duplicating the data.
In a specification-led category, yes. The decision that matters is made long before an enquiry — often by an architect or consultant researching how to solve an access problem. Articles reach that phase; a product grid does not. That research layer is a large part of where the 180% organic growth came from.
By translating every feature into the failure it prevents. 'Dual authorisation mode' is a specification; 'no single person can open it alone' is a reason to buy. Hardware copy lives or dies on that translation, and most manufacturer sites never make it.
Configuring and comparing within a series. Access hardware ranges have many near-identical variants differing on finish, handing and locking type, and a buyer needs to narrow them without opening twelve tabs. It is the template that does the most work per pixel on a catalogue site.
It is strong for a category with genuinely low search volume. B2B hardware will never produce consumer-scale traffic, and it does not need to — a handful of specifiers finding you at the right moment is worth more than thousands of unqualified visits. Growth here is judged on who arrives, not how many.
Yes. This one is Swedish, and we have run engagements across Sweden and the wider EMEA region alongside our Dubai work. The structural problems in B2B manufacturing are remarkably consistent across markets; only the distribution model changes.
Usually. The site should read from whichever system already owns your product data rather than becoming a second, diverging copy of it. We map that integration before the build — retrofitting it afterwards is where manufacturer sites become unmaintainable.
It runs as a programme: catalogue architecture first, then the design system, then the build, then content and growth. The architecture is the part worth slowing down for — everything downstream is cheap to change and the catalogue structure is not.
No questions match — try another search.
More work
Other things we have built
- 01
German Medical Center
Two disconnected sites rebuilt as one bilingual WordPress site. 288% more traffic.
- 02
Arabland
A Dubai property platform with filterable listing search and a map of the city.
- 03
Concept Plus
A scroll-scrubbed WebGL scene experience covering six divisions.
- 04
Roxana Aesthetics
Treatment-led architecture in Dubai's most contested clinical category. 310% organic.
- 05
Elora Polyclinic
One site carrying aesthetics, dentistry and surgery without diluting any of them.
- 06
Bafco
Office furniture on Shopify, serving a chair buyer and a fit-out from one catalogue.
- 07
B2B marketing
How we work with manufacturers and considered-purchase businesses.
Next step
Find out whether your catalogue is reaching the right buyer
A straight read of your product architecture, your search visibility and your enquiry routing — with the findings written down, whether or not you work with us.