Website Development and SEO for Foscote Group

A new approach to online presentation

In the B2B chemical industry, a website works differently compared to many other niches. Most clients come through exhibitions, catalogs, recommendations, direct sales, or LinkedIn. However, after the first contact, potential partners almost always visit the company’s website.

That is why it was important for Foscote Group to build not just a website, but a strong international online representation of the brand.

The new website needed to strengthen trust, demonstrate the company’s scale, showcase products, support international sales, and work as an SEO tool.

Design and branding

We created the new website design completely in-house. The main objective was to build a visually strong B2B website that looks professional and creates trust among international partners.

We moved away from the outdated style of the old website and designed a cleaner, more structured, and more modern interface.

Special attention was paid to product presentation, page structure, responsiveness, readability, and international brand positioning.

Development of the new website

We carried out website development for a chemical raw materials supplier using WordPress with a custom theme and fully custom design.

The main goal was to make the website modern, fast, responsive, and convenient for an international B2B audience.

Special attention was paid to the product catalog structure. On the old website, many products were not represented at all, so we created separate pages for products, categories, and business directions that later became the foundation for SEO growth.

Interactive office map

One of the custom solutions was an interactive map of the company’s offices around the world.

This helped emphasize the international scale of the business, strengthen brand perception, and make the website more modern and visually strong.

Global and Brazil-focused website versions

A key strategic decision was to create not only a global version of the website, but also a separate version focused on Brazil.
For the Brazilian market, we prepared website versions in Portuguese and English. This was important because search traffic in Brazil exists in both languages, while Portuguese brings the largest share of local demand.
This approach allowed Foscote Group to cover more search queries, communicate with the local market in the right language, and increase the chances of generating targeted inquiries from Brazil.
The same structure can also be scaled further: if needed, the company can launch localized versions for other countries and languages without rebuilding the website from scratch.

SEO architecture

The new website was developed with SEO in mind from the beginning. We designed the structure of pages, categories, products, and localized versions so the website could scale for organic promotion in different countries.

We implemented SEO category structures, separate product pages, internal linking, technical SEO optimization, fast page loading, and localization logic for Brazil.

This created the foundation for international SEO promotion and allowed the website to gradually expand its visibility in Google.

SEO promotion in Brazil

One of the main focuses was SEO promotion specifically in Brazil. For the company, this was a completely new direction where there had previously been almost no organic traffic or inquiries.

Before launching the new website and SEO, the website had fewer than 100 monthly visitors and almost no inquiries from Brazil.

After launch:

• the website receives more than 500 targeted monthly users
• 40–50% of traffic and most inquiries come from Brazil
• the website consistently generates more than 50 inquiries and calls every month

For the B2B chemical raw materials market, these are strong results due to long sales cycles and high average deal values.

Product content and SEO

As part of SEO promotion, we created dedicated product pages and worked on content for different search intent types.

This allowed the company to expand search visibility, attract targeted traffic, cover more product categories, and rank for international B2B queries.

Thanks to the new structure, the website became scalable: the company can now add new products, categories, SEO pages, country versions, and language versions without the limitations of the old system.

LinkedIn outreach for B2B sales

We also built a LinkedIn outreach system for finding potential clients.

The client provided priority products and target countries for growth. After that, we searched for companies using chemical raw materials in production, identified decision-makers on LinkedIn, established professional connections, launched personalized outreach communication, and managed B2B follow-up communication.

This process consistently generated 10–20 potential B2B clients every month, with whom the Foscote Group team continued direct negotiations.

LinkedIn and company branding

We also worked on the company’s LinkedIn presence: optimized the company page, provided recommendations for employee profiles, and launched regular B2B content publishing.

Before promotion, the page had around 200 followers. After promotion, it reached more than 1150 organic followers without advertising.

For the B2B segment, this is important not only as SMM, but also as an additional trust and sales support tool.

Website as part of the sales system

In this project, the website was never considered a replacement for classic B2B sales. Its role was to strengthen the entire sales system: direct outreach, exhibitions, catalogs, email communication, LinkedIn, and negotiations.

The new website helps potential clients quickly verify the company, review the product range, and submit inquiries. For sales managers, it also became a convenient communication tool that allows them to send links to specific products, categories, country versions, or company pages.

Business results

As a result, Foscote Group received not just a new website, but an additional B2B lead generation channel and a much stronger international online presence.

Before the project started, the website generated almost no organic traffic and no inquiries from Brazil. After launching the new website, Brazil-focused localization, SEO promotion, and LinkedIn activities, the company started receiving targeted inquiries from a completely new market.

Key business results:

• more than 500 targeted monthly users
• more than 50 inquiries and calls every month
• 40–50% of traffic and most inquiries from Brazil
• Portuguese and English versions for Brazil-focused SEO
• 10–20 potential B2B clients monthly through LinkedIn outreach
• more than 1150 LinkedIn followers without paid ads
• stronger brand perception during international negotiations

For us, this is a strong example of how website development for a chemical raw materials supplier can impact not only design, but also sales, international positioning, localization, and market expansion.

Conclusion

This case study shows that for B2B companies, a website is far more than an online business card. It can strengthen trust, support sales teams, generate additional streams of targeted inquiries, and help enter new international markets.

For Foscote Group, we developed a modern website, SEO structure, Brazil-focused localization, international promotion strategy, and LinkedIn outreach process that now helps the company attract new B2B contacts from international markets.

Need a B2B website and international SEO promotion?

If you need website development for a chemical raw materials supplier, international SEO, localized country versions, or LinkedIn outreach for B2B sales — the Alaito Agency team can help you build a scalable client acquisition system for your business.