A 40-year-old packaging manufacturer operating in 4 countries, with a website that wouldn't load.
A 40-year-old packaging manufacturer operating in 4 countries had a broken website. The sales team couldn't reliably show products to clients. Work-Smart built multilingual site, 3D product catalog, AI lead qualification with WhatsApp, careers portal. Result: digital presence matching their market position.
A company about to make the jump from B+ to A, with a website that didn't load
This is a 40-year-old packaging manufacturer operating in 4 countries. Not a small shop, a company with multiple plants, a large field sales team traveling constantly, dozens of product combinations across rolls, bags, and multilayer packaging, and a market position they describe as "about to make the jump to the next tier."
Their business runs on relationships. The field team flies to client cities to sit across from buyers and close deals. The operations leader described it simply: face-to-face is how they've always sold, and it's why they've grown. When the pandemic forced everything virtual, the disconnection in client relationships was immediate and measurable. They spent significant money rebuilding those relationships in person afterward.
The problem was their website. The operations leader himself couldn't access it reliably. It was broken, in repair, or barely loading, multiple times. When the team went to client meetings and someone asked for a catalog, they couldn't open their own company's site to show them what the company manufactures. They'd carry a physical catalog instead. For a company of this size and reputation, this was embarrassing.
There was no product catalog that the field team could pull up on their phones during a meeting. No lead tracking, when someone emailed a generic customer service inbox, the operations leader would manually route it to the right country manager. No way to know if the country manager followed up. No analytics. No visibility into who visited the site or what they looked at. And critically, no careers portal for a company that recruits across 4 countries and needed a professional hiring process.
The operations leader was direct about what the website was not: it was never going to be the primary sales channel. The company sells through relationships, trade shows, and direct contact. But what the website needed to be was a credible digital presence for a company of this size, a tool the field team could use in the field, and a system that captures and tracks the leads that do come in digitally.
Three jobs the website needed to do. None of them were being done.
the company's situation was different from most clients. They weren't trying to generate leads through digital marketing. They weren't running Google Ads or building funnels. Their sales motion is fundamentally human, trade shows, travel, relationship-based. What they needed was a digital infrastructure that serves three purposes:
Credibility
When a prospect searches the company after a trade show, the website needs to reflect an operation that spans 4 countries. Professional, comprehensive, multilingual. The old website was actively working against their sales team's credibility, leadership couldn't reliably open it during a client meeting.
Sales Enablement
Field reps need to pull up the product catalog on their phone during a meeting, show 3D renders of packaging options, and share technical specifications without digging through email. The old approach, physical catalogs and PowerPoint decks, doesn't scale across a large field team in 4 countries.
Lead Capture and Tracking
When a prospect does reach out digitally, through the website, through a trade show QR code, through a LinkedIn post, the company had no system to capture, route, track, and follow up. Leadership was manually routing emails and hoping country managers followed through.
A fourth need emerged during kickoff: talent acquisition. the company's HR team needed a careers portal, a professional page where candidates could browse open positions across 4 countries and apply directly, with the applications tracked in a lightweight applicant tracking system.
Multilingual Corporate Website
A full website redesign, hero section with factory video background, company metrics, product categories, certifications, regional presence, and clear calls to action. Key pages: Home, About (company history, 4 countries, team), Product Catalog organized by type with filtering, Certifications and Compliance, Regional Presence, and Contact. Bilingual from launch. Spanish and English, with the architecture to add Portuguese later.
3D Product Catalog
The centerpiece for sales enablement. Each product category features 3D renderings of packaging that can be rotated and examined, replicating the tactile experience that the company's clients value. Account managers can open the catalog on any device during a meeting and show clients exactly what the packaging looks like, including material structure (mono-layer, bi-laminate, tri-laminate, tetra-laminate). This replaces the physical catalogs that account managers carry to trade shows and the Studio Viewer app that the company previously used, which only worked on Apple devices with a paid license.
AI Lead Capture + WhatsApp Integration
When a visitor submits the contact form, the system captures their information and triggers a WhatsApp conversation with an AI agent that pre-qualifies the lead: company name, location, product interest, approximate volume, and whether they're an existing customer or new prospect. For a company where leads were previously routed manually by email, this means every digital inquiry is captured, qualified, and assigned to the right country manager automatically. Lead source tracking (trade show QR code, Google organic, LinkedIn, direct) is built in from day one.
Careers Portal + Applicant Tracking
A dedicated /careers page showing open positions across all 4 countries. Candidates submit applications through the portal. HR can view, filter, and track applicants through a lightweight ATS, not a full enterprise system, but enough to replace email-based recruiting across multiple countries.
Analytics and AI Visibility
Google Analytics and Search Console configured for the first time. Campaign tracking structure established so the company can measure traffic from specific trade shows (QR codes on booth materials), LinkedIn posts, and outbound campaigns. A /resources section created for AI visibility. FAQ pages answering the questions the company's clients ask about packaging materials, certifications, sustainability, and regional regulations. These pages are structured for AI model extraction: explicit question, direct answer, schema markup.
Website reliability
Frequently broken
→Fast, multilingual
Product catalog
Physical catalogs
→3D web catalog
Lead tracking
Manual email routing
→CRM + auto-routing
Analytics
None
→GA + GSC + campaigns
- ▸The sales team can open the website from any device and show clients a 3D product catalog during a meeting, replacing physical catalogs and a platform that only worked on Apple devices.
- ▸Every digital inquiry is now captured, pre-qualified by an AI agent, and routed to the right country manager automatically, replacing manual email routing with no follow-up tracking.
- ▸HR has a professional recruiting process across 4 countries instead of managing applications by email.
- ▸The company has analytics for the first time, traffic sources, campaign performance, and trade show ROI are now visible.
- ▸The real test comes at the next trade show: when a prospect visits the website after meeting an account manager in person and sees a company that matches the impression they got face-to-face.
Questions About This Case Study
The website and careers portal were built over approximately 8 weeks. The 3D product catalog required additional coordination with the company's design team for product renders. The AI agent and analytics setup were configured in parallel with the website build.
The build covered five components: multilingual corporate website, 3D product catalog, AI lead capture with WhatsApp integration, careers portal with applicant tracking, and analytics setup with campaign tracking for trade shows. The project took approximately 8 weeks from kickoff to launch. Ongoing maintenance covers website updates, AI agent monitoring, analytics review, and new content production. Scope and pricing depend on product complexity, number of regions, and languages, the AI Ops Audit defines exactly what you need.
Yes. The pattern, relationship-driven sales, weak digital presence, no lead tracking, trade show-dependent, is common across B2B manufacturing. The specific build depends on your product complexity, number of regions, and languages needed. The infrastructure is the same: professional website, product visualization, lead capture, analytics, and AI visibility.
That's exactly who this is for. The company doesn't sell online. They sell face-to-face. The website is a credibility tool, a sales enablement platform, and a lead capture system for the inquiries that come in between trade shows. If your primary sales motion is relationship-based, the website needs to support that motion, not replace it.
The site launched in Spanish and English with architecture ready for Portuguese. Each language has its own SEO configuration, separate page titles, language tags for search engines, and language-specific keyword strategies. Content updates sync across both languages.
The website, careers portal, and sales tools were built with multi-language architecture from day one. Content in Spanish and English serves different markets, with Portuguese in the architecture. The system doesn't translate, it creates market-specific content that resonates locally while maintaining brand consistency across all 4 countries.
The CEO could finally open the company website during client meetings. Before: the site failed to load 3 out of 4 times. After: a reliable, professional platform that communicates what the company does in the first 30 seconds. For a company expanding to new markets, the website became their primary sales enablement tool instead of their biggest liability.
If your company's website doesn't match its reputation, if your sales team can't use it as a sales tool, if you have no idea who visits it or what happens to digital inquiries, you're losing credibility at every touchpoint.
The AI Ops Audit examines your current digital infrastructure and tells you exactly what's broken and what it would take to fix it.