Manufacturing Website Design Case Study

White Birch Paper

Manufacturer of Commercial Paper, Newsprint, Specialty Paper, Directory Paper, Paperboard Products & Lumber



Increase in Leads



Increase in Website Traffic



Conversion from Organic


SERVICES: Marketing Strategy, Custom Responsive Web Design, WordPress Development, Writing & Editing, Multi-Language, SEO


The Goal: 

  • Replace an outdated website with a modern design that suggests innovation, sustainability, employee culture and values, and quality products
  • Overcome the perception that the paper business is a dying industry
  • Position company as an industry leader that has adapted, is stable and has kept up with technology
  • Craft an online presence that appeals to job candidates, investors, partners, customers, prospects and suppliers
  • Bolster respect from the company’s team, partners and vendors
  • Increase traffic, leads and brand awareness

The Solution: 

  • A clean, modern, high-end final product, including photography art direction
    Responsive web design
  • Content strategy and creation that incorporates the company’s sustainability and community attributes to attract career candidates
  • Leadership-focused content to target investors, partners and suppliers
    Product details to target customers and prospects
  • SEO strategy to drive qualified traffic
  • Bi-lingual Website in French and English to appeal to Canadian job candidates

The Result: 

  • A professional, modern website reflecting a technologically savvy, stable and innovative manufacturer
  • More than 120 web-generated leads in the first three months, including career inquiries, sales inquiries and direct inquiries via online form submissions
  • More than 74% of traffic coming from organic search relating to onsite SEO executed during the website build (no post launch marketing)
  • More than 78% of all leads coming from organic traffic
  • Moved to Page-1 Google organic search ranking (global) for more than 75 qualified keyword searches
  • Expanded international brand awareness, lead generation and sales


Manufacturer Web Design Example

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