B2B industrial distribution · Denver, CO
Rebuilding a 6-second B2B site into a lead engine
A 400-product distributor whose site took six seconds to load and produced eleven leads a month. We rebuilt the front end, restructured the catalogue around search intent, and rewired Google Ads around what a real quote request was worth.
- Qualified leads per month
- 3.1×
- From 11 to 34, measured on quote requests that reached a salesperson
- Largest Contentful Paint
- 1.4s
- Down from 6.2s on throttled 4G mobile
- Cost per qualified lead
- −38%
- Same ad budget, better tracking and landing pages
- Client
- Northline Supply Co.
- Duration
- 9 weeks
- Year
- 2026
The situation
Where they started
The site was a decade-old WordPress install carrying 47 plugins and 2.8 MB of unminified assets. On a phone it took 6.2 seconds to render anything useful, and roughly half of paid traffic left before it did.
The product catalogue lived on a single page with no individual URLs, so 400 products competed for one ranking and none of them won.
Google Ads was counting a conversion whenever someone opened the contact page. The account looked profitable and was not.
What we did
Three moves that mattered
- 01
Rebuilt the front end in Next.js
A static-exported build with the catalogue rendered at build time. No plugin stack, no render-blocking CSS, images converted to WebP and served from a CDN edge.
- 02
Gave every product a URL
400 product pages generated from their existing spreadsheet, each with a written title, description and Product schema. Long-tail search traffic went from negligible to a third of organic sessions.
- 03
Rebuilt the conversion layer
A conversion now means a submitted quote request with a valid phone number, imported back into Google Ads as an offline conversion once it reached a salesperson. Smart Bidding finally had something true to optimise against.
- Next.js
- TypeScript
- Cloudflare
- Google Ads
- GA4
- Search Console
The result
What changed
- Qualified monthly leads went from 11 to 34 within two months of launch, on flat ad spend.
- Organic sessions rose 84% over the following quarter, almost entirely from product-level long-tail queries that didn't previously have a page to land on.
- Cost per qualified lead fell 38%, largely because the ad platform stopped optimising toward a conversion that wasn't one.
“We'd been told for years that our site was 'fine'. It wasn't fine — it was costing us half our enquiries before anyone saw a product. The difference since launch isn't subtle.”
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