Aditya Birla Pivot — Website
Editorial marketing site for a steel-tech B2B platform. Built for storytelling, optimised for conversion.
Before a single pixel.
Discovery, framing, structure and validation — the work that decided what the screens had to be.
- 01Discover
Listen to the buying committee
Spoke to procurement heads, analysts and the sales team to learn what actually earns a quote request.
Stakeholder interviewsCompetitive teardownAnalyst input - 02Define
Proof over polish
Positioned the site around named customers and evidence rather than category adjectives.
Messaging hierarchyPreference testingNarrative outline - 03Structure
One quiet CTA everywhere
Built the page architecture around a persistent, low-key quote path instead of a hero button.
SitemapContent modelConversion mapping - 04Ideate
Editorial layouts
Explored magazine-style section rhythms that let proof points breathe on scroll.
WireframesLayout studiesMotion notes - 05Validate
A/B and performance
Tested CTA placement and copy in rounds while holding a 97 Lighthouse performance budget.
A/B testingPerformance budgetAnalytics review
Straight from the source.
Live captures of the shipped product and the design files behind it.
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."
How the study actually ran — four frames from field to evidence.
The buying committee
Procurement heads, analysts and sales described what actually earns a quote request.
Proof over polish
Card sorting reframed the structure around named customers and evidence.
One quiet CTA
Layout studies placed a persistent, low-key quote path on every scroll depth.
A/B and budget
Copy and placement tested in rounds while holding a 97 Lighthouse budget.
- 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.