Case Study: KONTO – B2B-Focused E-Commerce Platform for Specialized Birch Wood Products & Briquettes
Website Development for KONTO was a project centered on creating a professional, information-rich digital catalog and storefront for a specialized manufacturer of birch wood products. KONTO supplies a specific market with precision birch blanks, profiled battens, door components, panels, and premium RUF briquettes. This required a website that could clearly present technical product specifications, cater to both large-volume B2B buyers and smaller professional clients, and effectively communicate the superior quality of their birch-based materials.
Trinity Dev Malta delivered a robust, clear, and conversion-optimized platform that functions as a 24/7 specification sheet and ordering portal for the woodworking and biofuel industries.
Design, Develop, Deliver.
We brought to the table - Advanced WooCommerce Setup for Dimensional Products, Detailed Technical Specification Pages, Tiered Pricing & Quote Request Functionality, Product Filtering by Application (e.g., door parts, blanks), High-Resolution Imagery for Material Showcase, SEO for Industrial & Niche Keywords ("bērza sagataves", "RUF briketes"), Multi-Currency & VAT Display for B2B.
The Challenge
KONTO's previous online presence was inadequate for a modern B2B materials supplier, failing to address the specific needs of carpenters, manufacturers, and bulk fuel buyers:
Poor Product Specification Display: The site lacked the detailed technical data (exact dimensions, wood grade, moisture content, tolerances) that professional buyers require to make purchasing decisions without direct contact.
Inefficient Inquiry Process for Bulk Orders: The sales process for large orders of blanks or briquettes was cumbersome, relying on generic contact forms that did not capture essential project or volume details, leading to inefficient quote preparation.
Undifferentiated Brand Messaging: The website did not powerfully communicate the unique value proposition of using high-quality birch wood over standard materials, nor the advantages of their specific RUF briquette format (density, burn time).
Unclear Customer Pathways: The site did not distinctly guide different user types (e.g., a furniture maker looking for panels vs. a wholesaler buying briquettes), creating a confusing experience.
Weak Digital Catalog Function: For B2B clients who research and re-order, the site functioned poorly as a referenceable digital catalog due to poor organization and lack of search/filter capabilities.
KONTO needed a digital showroom and specification hub that could automate lead qualification for complex products and serve as an always-accurate product reference for their industry.
Our Approach
Our strategy was built on Technical Precision, Audience Segmentation, and Quality Demonstration. We built the website to mirror the accuracy and quality of the products themselves.
Detailed Product Data as a Core Feature: Each product page is built like a technical data sheet. We implemented custom fields to display:Precise dimensions (thickness, width, length, profile specs).Material properties (wood species: birch, grade, moisture content).Packaging information (units per pack, pallet quantities).High-resolution images showing grain, finish, and product consistency.
Smart Inquiry & Quotation System: We implemented a dual-path system:Direct Purchase/ Cart: For standard, low-volume items.Integrated Quote Request Form: For bulk orders or custom dimensions. This form is pre-filled with the product in question and includes fields for desired quantity, delivery timeline, and project notes, creating a qualified lead instantly.
Educating on Birch Wood Advantages: We created dedicated content sections or pages that explain the benefits of birch (density, durability, fine grain for finishing) for various applications, positioning KONTO as a specialist, not just a supplier.
B2B E-Commerce Optimizations: Features like a clear price display (with and without VAT), request for a custom price list, and easy access to downloadable product PDFs were integrated to meet standard B2B purchasing workflow expectations.
“Trinity Dev built us a website that works like a precision tool. Our clients, especially larger workshops, now have all the technical data they need online. The structured inquiry forms have streamlined our sales process, allowing us to respond with accurate quotes much faster.”
—KONTO Sales Manager
Results
70% Reduction in "Specification" Inquiries as all technical data is now transparently available online, freeing up sales staff for complex consultations.
Increased Average Order Value from B2B Clients due to easier browsing of related products (e.g., seeing all door components together) and clearer bulk pricing pathways.
Enhanced Brand Authority in Niche Market: The website firmly establishes KONTO as a knowledgeable specialist in birch wood products, justifying premium positioning.
More Qualified Sales Leads: Quote requests received through the new system contain relevant volume and project details, improving the sales team's efficiency and closing rate.
Improved Visibility for Industrial Searches: The site ranks well for specific long-tail keywords like "bērza RUF briketes piegāde" and "bērza koka paneļi.
Key Takeaways
For B2B materials suppliers, the product page is a technical datasheet first and a sales page second. Comprehensiveness builds trust and reduces repetitive inquiries.
Implementing separate conversion paths (buy now vs. request quote) based on product type and expected order volume is crucial for catering to different customer segments.
A website for specialized manufacturing must educate the market on why its specific material (e.g., birch) is superior, building value beyond price.
Features that support the B2B workflow (bulk pricing inquiries, documentation access, clear tax info) are not extras but fundamental requirements.
A successful industrial materials e-commerce website bridges the gap between detailed product information and a streamlined commercial process.
Design, Develop, Deliver.
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