How To Drastically Grow Inquiries & Leads with Webflow

Today’s update is brought to you by Mateusz Czajka, Chief Delivery Officer at Netguru.

Is it possible to optimize lead generation while creating a modern and user-friendly experience? Totally. The latter drives the former.

So here’s the story: the largest Polish pharmaceutical manufacturer owns a business unit dedicated to the development and supply of Active Pharmaceutical Ingredients (APIs). And the API-oriented company needed a flawless, value-driven website (who doesn’t?).

Business goals

Polpharma API tasked us with redesigning and rebuilding their api.polpharma.com website to achieve several key business goals:

1. Enhance the clarity and accessibility of critical product information
2. Differentiate the API site’s identity from Polpharma’s competition
3. Simplify navigation to ensure quick access to the API product catalog
4. Align the design with modern UX/UI and accessibility standards
5. Animate elements of the website to emphasize the nature of their business
6. Optimize lead generation by integrating advanced analytics and marketing tools

Additionally, the client requested:

• A comprehensive usability audit (e.g., mouse heatmaps, scroll maps)
• Implementation of SEO strategies with a focus on Google Tag Manager cleanup
• Integration of tools such as Hotjar for session recording, LinkedIn Insight Tag, and Google Consent Mode 2.0 to support the GDPR requirements
• Setup of marketing automation tools like GetResponse Web Connect and privacy management solutions (e.g., CookieYes)

Introducing Webflow

Their current site was built in WordPress, therefore, we recommended rebuilding the website in Webflow after a redesign phase.

Why Webflow?

Its no-code platform enables rapid deployment, scalability, and easy maintenance.?

The goal was to create an intuitive environment and site structure that could be easily managed by the marketing team without needing front-end developer support.

Our engineering team has already worked with Webflow – see our content gem The Hidden Heroes Project, built with Webflow – and we loved it from the start.

Information architecture & design

We restructured the site’s information architecture to ensure that critical data was easy to locate. This meant implementing a product finder feature including search and advanced CMS filters. The "Contact Us" section was redesigned to facilitate quick, seamless communication with the sales team.

Additionally, we have implemented a solution for creating dynamic "business-cards" pages sourcing data from CMS. This way the client may easily create dedicated pages with contact details for team members allowing users to add them to their contacts list with a single click.

Visually, we aimed to differentiate the API site from Polpharma’s competition while maintaining brand consistency. A modern, minimalistic design was crafted using Webflow’s flexible platform.?

Clean lines, clear typography, intuitive layouts, as well as engaging and smooth interactions, were specifically tailored to appeal to the technical audience, all while ensuring the design was responsive across both mobile and desktop devices.

Results

Project highlights:

• Revamped design for a seamless experience that improved user engagement,
• Increased inquiries and leads from potential partners,
• Nearly doubled the number of completed forms,
• Improved load time, responsiveness, and visual stability,
• Increased session duration and lowered bounce rate,
• Long-term savings in maintenance due to the simplicity of the platform.

Throughout the process, our team focused on contemporary UX/UI principles and accessibility guidelines, simplifying navigation, improving load times, and making the site user-friendly across all devices and for all users. These efforts resulted in a smooth and engaging UX, boosting both engagement, and lead generation.

If you’d like to learn more about Webflow development and how it could benefit your business, reach out! And if you feel like reading the full case study go HERE.

Best,

Mateusz