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Web Design Case Study: UAE Steel Pipe Supplier’s Website

Most B2B industrial suppliers face the same problem: their website exists, but it doesn’t work for the people who land on it. Visitors can’t find what they need, can’t make sense of the offering, and leave without taking action.

Ferro FPF, a steel pipe supplier based in Dubai, UAE, faced exactly this problem. Their site was live, but poor usability and weak navigation meant visitors struggled to find the information they needed — and even harder to act on it.

Without a clear, navigable structure, even a legitimate, established supplier can look unclear or hard to do business with online. That’s a critical problem in B2B: buyers who can’t quickly find specs, offerings, or a way to request a quote simply move on.

We rebuilt Ferro FPF’s website from the ground up to fix usability, clarify navigation, and give visitors a clear path to booking an estimate.

ferrofpf.com
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Hero section with a dark background, a white 'WEBSITE DESIGN' tag, and a large 'Ferro FPF Website Design' title over a grayscale pipe image.

The Challenge

Ferro FPF’s existing website was holding the business back rather than supporting it.

Key issues included:

  • Poor overall site traffic
  • Weak usability that made it difficult for visitors to find information
  • No clear, guided path for customers to request or book an estimate

In a B2B industrial market, this creates a critical problem: visitors who can’t easily navigate or act on a site simply leave, taking their inquiry to a competitor instead.

We needed to rebuild the site into something visitors could actually use — one that made Ferro FPF’s offering clear and made booking an estimate simple.

Our Approach

We rebuilt the site from the wireframe up, prioritizing clarity and usability at every step.

Wireframing in Figma Before writing a line of code, we mapped out the full site structure and page flow in Figma making sure the information hierarchy and navigation made sense for a visitor before any design or development began.

Full rebuild on WordPress We built the entire site on WordPress, giving Ferro FPF a flexible, manageable platform to support the business going forward.

Usability-first navigation We restructured how information was organized and accessed, so visitors could move through product and service information without friction.

A clear path to booking an estimate We made requesting an estimate a straightforward, visible action throughout the site, rather than something visitors had to search for.

Every decision focused on one question: can a visitor find what they need, and can they act on it?

Results

Launch Outcomes

  • Successfully relaunched the site on WordPress, built from a Figma wireframe
  • Significantly improved site visibility and usability
  • Visitors can now navigate available information clearly
  • Customers are able to book estimates directly through the site

Business Impact

  • Stronger, more professional online presence for a B2B industrial supplier
  • Clearer path from visitor to inquiry, supporting the sales process
  • Positive client feedback, with the project rated 5 stars

This project turned a site that was hard to use into one that supports the business — giving visitors a clear way to find information and take action.

Website link

ferrofpf.com

Client Feedback

Takeaway

This project highlights a simple but often overlooked principle: a website only helps your business if people can actually use it.

By focusing on:

  • A wireframe-first design process
  • Usability and clear navigation
  • A straightforward path to booking an estimate

Ferro FPF now has a website that visitors can navigate with confidence — one that supports the business instead of getting in its way.

Who This Is For

If you’re:

  • Running a B2B or industrial supply business
  • Getting traffic but seeing visitors struggle to find what they need
  • Working with a site that’s hard to navigate or unclear to act on

Evolz helps you turn your website into something visitors can actually use.

→ Request a Free Website Audit

 

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