Aditya Birla Pivot — Website
Editorial marketing site for a steel-tech B2B platform. Built for storytelling, optimised for conversion.
The brief.
Steel is not glamorous. So we made the site about the people, the process and the proof — an editorial spine with conversion engineered into every chapter.
Industrial B2B sites typically read like brochures. We wanted Pivot's site to feel like a publication — credible enough for procurement, sharp enough for the trade press.
Talking to real users.
- ✦Buyer interviews
- ✦Competitive teardown
- ✦Message testing
- ✦Heatmap analysis (v0)
9 procurement buyers · 5 sales leads · 3 industry analysts
3 weeks discovery + 2 rounds of message testing
"Show me proof, not slogans. Who else buys from you?"
"Half these sites feel like a 2011 brochure. I need substance."
- Insight 01
Proof outperforms polish
Named customers and case-study snippets beat every stock hero photo in preference tests.
- Insight 02
Quotes want to be quiet
A persistent, low-key CTA converted better than any hero button in A/B rounds.
- Insight 03
Analysts amplify
Design the press page like a product — analysts became a repeatable inbound channel.
How it came together.
- 01
Anchored every section in a real story — customers, factories, supply chains.
- 02
Built a modular editorial grid so the marketing team could publish without designer-in-the-loop.
- 03
Designed conversion as a quiet through-line: 'request a quote' followed the reader, never shouted.
- 04
Engineered for performance — 95+ Lighthouse on every page, no exceptions.
Inside the work.
