Project enquiries up 2.8x for a Vadodara engineering supplier, beyond tenders and references.

The challenge

An engineering and electrical supplier serving Vadodara's process industry had built its order book almost entirely on tenders and word of mouth within a small circle of repeat buyers. Growth beyond that circle meant winning new tenders, a slow and uncertain way to add customers.

Procurement teams and EPC contractors researching a new supplier increasingly checked capability, certifications and past applications online before they ever issued an enquiry. The supplier's site listed products with almost no application or certification detail, so a procurement engineer doing that research found little reason to add it to a shortlist.

The approach

Webzenia started with how procurement teams and EPC buyers vet a new supplier. Ahrefs and Google Search Console query data surfaced the application, certification and capability searches those buyers run before they issue an enquiry.

The team built capability, application and certification content answering those questions directly: what the supplier manufactures, which standards it certifies to, and which applications and industries it has already supplied into.

Technical SEO cleared crawl and structure issues that had kept product pages from being indexed properly, checked through Screaming Frog and Google Search Console.

Off-page work built links from industry associations and trade publications relevant to the process and electrical sector, the sources procurement teams already trust when evaluating a new name.

The results

Project enquiries from organic grew 2.8x. Organic now supplies a second, steadier source of new project enquiries alongside the tender pipeline.

23 application terms reached the top three results. Buyers arriving through those pages have already confirmed the supplier's certifications and applications match their project, so the enquiry starts past the qualifying stage.

34% of new enquiries now come from organic. That share holds independently of the tender calendar, giving the supplier a pipeline that does not go quiet between bid cycles.

The stack behind it

• AhAhrefsSearch
• GSGoogle Search ConsoleSearch
• GAGA4Analytics
• SFScreaming FrogSearch
• LSLooker StudioReporting