Urajärvi Metall

Image & Conversion Website
UX Audit & Optimization
Web Design
Design System Development

Thirty years of offline reputation, rebuilt into a search-driven sales engine that puts a Finnish heavy-industry leader in front of the next generation of procurement buyers.

A full website redesign and bespoke 3D CGI for Urajärvi Metalli, a Finnish heavy-engineering and manufacturing partner with 30+ years of heritage. Problem-led site structure, technical SEO, and a direct RFQ flow, all designed to turn search traffic into qualified project requests.

Task

Urajärvi Metalli came to us with three decades of engineering expertise and almost no digital presence to show for it. The goal was to redesign the website from scratch so it would work as a sales channel rather than a brochure. That meant making the company findable by enterprise procurement teams searching online and presenting its capabilities in the technical language those buyers expect. It also meant giving engineers and buyers a fast way to send drawings and request a quote. On top of that, the site needed photorealistic visuals that could show the scale and precision of the work without stopping production for a photoshoot.

Challenge

For 30+ years the business ran on relationships and offline networking. As industry veterans retired, a new generation of procurement leaders started choosing vendors through Google, and Urajärvi Metalli simply wasn’t there. The old site failed the 5-second test. Its slogan “Quality in Steel” said nothing about real solutions, nine services were buried as unformatted text under a misleading “Products” tab, and product pages ended with passive “Learn more” buttons instead of a path to an RFQ. Research showed what buyers needed: 48% shortlist vendors through search, 57% drop off without clear technical specs and EN standards, and 85% want to see verified facility scale and certifications before making contact.

Results

A problem-led website that turns 30 years of offline reputation into an active acquisition channel. Schema.org markup and a semantic SEO architecture took key solutions, from pressure vessels to custom steel structures, to the top of organic search. A seamless RFQ flow with direct blueprint upload replaced dead-end pages. Bespoke CGI and a dark industrial design system present engineering precision and certified standards (EN 1090, EN 12285, SFS 2735) on every device. Since launch, the site has delivered +110% inbound RFQ submissions and a €4.2M+ qualified project pipeline.

Screens:: 35+
Hours:: 70+
Team members:: 5+

Discovery & Competitor Analysis

We audited 30 years of business reputation, factory workflows and buyer needs, then benchmarked European competitors to find the industrial SEO gaps nobody was filling.
Information Architecture

A sitemap built around commercial intent: solutions and specs, case studies filterable by industry, company heritage and certifications, and an RFQ path reachable from every page.
Content Strategy

We rebuilt the messaging around the problems clients come with, not generic manufacturing lists, so every page answers what a procurement lead is actually searching for.
Wireframing & RFQ Flow

Low-fidelity wireframes prioritized a frictionless quote request: select a solution type, upload blueprints and submit, with a quick RFQ modal right on the homepage.
Visual Design & 3D CGI

A bold, dark industrial aesthetic, a scalable component library, and photorealistic renders of pressure vessels and steel platforms that prove fabrication quality without factory downtime.