Anyone selling industrial services must do more than just describe their services. Solutions must be made tangible. This was precisely the challenge for Technical Service Gratkorn: the existing website technically showed the services, but did not reflect what customers get out of them. No depth, no SEO foundation, no funnel optimisation.
Together with B2IMPACT, this became a digital sales lever: with comprehensible content, a clear structure, relevant visibility and real added value for industrial decision-makers.
How does a successful B2B website relaunch work for industrial companies?
Website relaunch for Technical Service Gratkorn: The most important facts in brief:
- Relaunch for Technical Service Gratkorn, an industrial company based in Styria
- Goal: Increase visibility, pick up users, optimise funnel and generate more enquiries via the website
- Clearly position technical services, even for non-technicians.
- Newly developed texts based on in-depth keyword research (SEO- & GEO-optimised for Austria)
- Technical migration from Contao to WordPress - including new UX structure and image concept
- Development of a download area and integration of a white paper as a lead magnet
Initial situation: Creating visibility for technical B2B niche services
How do you make highly specialised industrial services visible online and also relevant for Google, decision-makers and future customers? Technical Service Gratkorn, a subsidiary of the Sappi Group based in Styria, commissioned B2IMPACT with a comprehensive website relaunch.
The goal: to turn a functional but content-weak web presence into a strong digital platform for Lead generation and positioning.
Challenge: Technically correct, but without visibility and relevance
Before the relaunch, the website was technically okay, but the content was too general, too technical and not user-orientated enough. Services such as valve service or mechanical seal repair were described correctly, but not presented in the context of the typical challenges faced by the target groups.
The language was factual, technical and interchangeable - without clear benefit arguments or confidence-building elements such as case studies, references or direct contacts.
Also from SEO-The website was barely visible: no clean structure, no keyword strategy, no relevant meta data. Result: Visibility in the B2B environment was negligible.
Goal: A B2B website that informs, convinces and generates enquiries
B2IMPACT developed a completely rethought website in terms of content, visuals and technology. The main services - mechanical processing, valve service, mechanical seal service and roll grinding service - were restructured, clearly formulated and specifically tailored to industrial target groups. The range has been supplemented by new service areas such as on-site service and knife grinding. A news page and a download area have also been added in response to customer requests.
Content strategy: keywords, structure, user intention
The website relaunch was based on comprehensive keyword research focussing on industrial maintenance, technical services and industry-related search terms in German-speaking countries. The texts were then redesigned - with a view to user intention, SEO structure and Content-added value.
Technical foundation: Migration to WordPress
The previous website ran on Contao. This system was neither intuitively maintainable nor flexibly expandable for the team in Gratkorn. Content could only be changed with external support, which made quick updates difficult and severely limited editorial autonomy.
This hurdle was removed with the switch to WordPress: The new website can be managed independently after a short training period, and content can be flexibly expanded, structured and published, even without prior technical knowledge.
Design & UX: Clear, modern, conversion-orientated
Visually, a clear, modern Design developed: With new images, start page quick selection, context-related call-to-actions and a clear navigation concept.
A download page for technical data sheets, folders and white papers as well as a new news section make the website a fully-fledged information and sales tool.
Personal contacts for each service area and references from the industry increase credibility.
Whitepaper on industrial maintenance as a lead magnet in B2B sales
A central content element on the revised B2B website is the white paper "When production downtime is not an option" created by B2IMPACT. It uses typical challenges - such as a lack of spare parts, high precision requirements or a shortage of skilled workers - to show how Technical Service Gratkorn realises technical solutions. Whether reverse engineering, roller machining or valve testing: the white paper makes it clear how technical performance becomes real process reliability.
Embedded as a download on the website, it serves as a high-quality lead magnet and entry point into customer communication. At the same time, it contributes to the SEO strategy through relevant keywords, backlink potential and clear user guidance in the conversion funnel. Leads were also generated via the channels of the WEKA Industry Media generated.
Result: Visibility, substance and digital relevance
The new website has been online since June 2025 and shows what a well thought-out website relaunch can achieve in the B2B sector: clear positioning, better visibility on Google, more qualified enquiries.
B2IMPACT continues to manage the site on an ongoing basis - both in terms of content and technology - and supports the team in Gratkorn with SEO, content and lead generation.
"From the initial concept to the final design, we felt completely understood. The team thought along with us, provided impetus - and created a website that not only reflects our strategy, but brings it to life." Daniela Rainer, Administration Technical Services Gratkorn
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