Background
MNchemical Georgia LLC is a forty-five year veteran in the manganese compounds market, exporting specialty additives to more than forty countries. By late 2022, growth had stalled. Monthly sales inquiries were flat despite a 15 % rise in marketing spend, and gross margin had slipped by three points in two years. A quick internal health check pointed to an overlooked culprit: the company’s 2016‑era website—the first touchpoint for most foreign buyers—was slow, visually dated, and invisible in search results. SSL lapses, broken links, and confusing product pages created a poor first impression and silently diverted prospects to savvier competitors.
“Until they showed us the numbers, we believed product quality would keep us ahead,” recalls Vano Mchedlishvili, CEO. “Instead, we discovered we were almost invisible online.”
Challenge
We were engaged to find and plug the leaks. A joint diagnostic uncovered three intertwined problems:
Invisible Digital Footprint – Competitors with modern, search‑optimised sites captured most online leads. Fewer than 4 % of organic searches for “manganese oxide supplier” showed MNchemical in the first three pages.
Outdated, User‑Unfriendly Website – The site failed Google’s mobile‑friendly and Core Web Vitals tests, took four seconds to load, and buried technical datasheets three clicks deep. Bounce rates averaged 68 %, translating into lost sales opportunities.
Wasted Marketing Spend – Pay‑per‑click campaigns sent visitors to pages that could not convert. Roughly 18 % of monthly digital budget produced zero measurable pipeline, masking the true source of margin erosion.
“These findings were a revelation,” says Nino Kalmakhelidze, the Chief Technologist. “We were haemorrhaging potential revenue we hadn’t even counted.”
Our Approach
We combined forensic financial analytics with hands‑on digital execution.
Data‑Driven Financial & Competitive Analysis
Built a granular marketing‑spend dashboard linking every lari to leads, quotes, and closed deals, exposing negative‑ROI channels within days
Benchmarked site speed, keyword share‑of‑voice, and user pathways against eight direct rivals to quantify MNchemical’s competitive gap
Modelled three growth scenarios to predict the EBITDA impact of different digital investments, guiding budget allocation
Modern, User‑Centric Website
Re‑architected navigation around buyer journeys: intuitive menus, product spec pages with instant PDF downloads, rich certifications library, and a two‑field enquiry form that feeds directly into CRM
Implemented full mobile responsiveness and HTTP/2; Core Web Vitals now pass comfortably on phone and desktop
Capability Transfer & Change Management
Delivered two workshops and a 50‑page playbook on maintaining SEO hygiene and interpreting analytics
Integrated real‑time dashboards into management meetings, embedding data‑driven decision‑making
Mentored an internal “digital champion” to ensure continuous improvement post‑project
“Seeing how our rivals were winning online helped us realise where we needed to improve,” notes Nino Kalmakhelidze. “The training means we can keep that edge ourselves.”
Impact
Within two months of launch, the turnaround delivered hard numbers:
45 % surge in organic traffic—a step‑change from virtually flat growth
First‑page rankings for eleven high‑value keywords, driving qualified international enquiries
Load time cut by 50 % and bounce rate down by one‑third, signalling a smoother user journey
27 % increase in average session duration and 18 % rise in form submissions
Marketing ROI restored—paid campaigns now land on high‑converting pages, more than doubling the lead‑to‑quote ratio
By month three, the pipeline uplift translated into a 12 % increase in monthly export revenue and an early three‑point recovery in gross margin.
“It’s amazing—our web presence went from afterthought to growth engine,” says CEO Mchedlishvili. “They didn’t just build a prettier site; they solved a business problem.”
What We Delivered:
In-Depth Competitor Analysis:
We benchmarked MNchemical against industry competitors to understand their online strategies. By analyzing competitors’ websites, SEO keywords, and customer engagement, We identified gaps and opportunities. This ensured MNchemical’s new strategy would meet (and beat) industry standards.
Financial & Capital Analytics
Granular spend‑to‑profit tracing, scenario modelling, and real‑time dashboards
Modern, User-Centric Website Design:
A complete website redesign was undertaken to create an easy-to-navigate, modern interface that instantly communicates MNchemical’s value. We built the new site with the user in mind – intuitive menus, clear product information, and strong calls-to-action. The design was made fully responsive for all devices, addressing the previous mobile usability issues. The updated site not only looked professional but also aligned with how B2B buyers research and purchase (most B2B buyers compare 2–7 websites before deciding).
Comprehensive SEO Optimization:
We conducted a full SEO overhaul. This included on-page optimization like descriptive meta tags, proper headings, and schema markup for MNchemical’s product pages, as well as off-page strategies. The team ensured that the site’s content matched the search intent of potential clients. They also fixed legacy SEO issues – broken links, missing alt tags, and duplicate content were all resolved to boost search engine friendliness.
Extensive Keyword Research:
A critical part of the SEO work was deep keyword research. We identified high-impact search terms in the specialty chemicals industry (e.g., “manganese dioxide supplier”, “feed-grade MnO distributor”) that MNchemical needed to rank for. By uncovering what target customers search for, the content was realigned to capture relevant traffic. This research-driven approach meant MNchemical would appear in front of the right audience – those already looking for products they offer.
Technical SEO Fixes:
Behind the scenes, We cleaned up the site’s technical foundation. They improved site architecture and URL structures, ensuring search engine crawlers can index pages properly. Load speeds were dramatically improved by optimizing images, enabling browser caching, and streamlining code. Given Google’s emphasis on Core Web Vitals and fast loading, these fixes not only pleased users but also signaled search ranking improvements. The site’s page loading time dropped by over 50%, eliminating the frustration that previously drove visitors away.
Mobile Optimization:
Since a huge portion of B2B research happens on mobile devices, we put special focus on mobile performance. The new website employs responsive design best practices: pages adjust seamlessly to smaller screens, fonts are readable without zooming, and buttons are easy to tap. This mobile-first approach ensured that MNchemical won’t lose visibility due to Google’s mobile indexing policies (sites that aren’t mobile-friendly “may significantly drop in search rankings”). Now, whether a prospective client visits from a phone at a trade show or a desktop in the office, they get a fast, smooth experience.
