Case Study
Nescon Lifts
A B2B industrial catalog and lead qualification engine for a Delhi-based elevator manufacturer — reducing spam inquiries by 68% and improving sales handoff efficiency by 42%.
Qualified leads buried under spam
Nescon Lifts is a Delhi-based elevator manufacturer serving the construction industry across North India. They supply passenger elevators, goods lifts, hospital elevators, and car lifts to builders, architects, and general contractors. Their sales process is technical — each project requires a custom quote based on building height, number of stops, load capacity, and shaft dimensions.
Before working with us, Nescon relied on a basic template website with a generic contact form. Over 60% of form submissions were spam or unqualified inquiries — people asking about residential lifts they don't manufacture, bots submitting gibberish, and competitors scraping pricing. The sales team spent hours filtering through junk to find real B2B opportunities.
They needed a website that would do three things: present their technical catalog in a format that architects and contractors actually use, pre-qualify leads by collecting engineering specifications upfront, and rank for local Delhi NCR search queries where contractors look for elevator suppliers.
Goals
- Replace generic contact form with engineering-specific lead qualification
- Present elevator specifications in architect-friendly comparison format
- Rank for 'elevator manufacturer Delhi' and related local queries
- Reduce sales team time spent on unqualified inquiries
- Establish industrial brand authority through professional web presence
Constraints
- 12-day timeline — new product launch required concurrent web presence
- Technical spec sheets with 10+ columns per elevator model
- Must work on 4G connections (contractors browse on construction sites)
- Strict industrial design language — no consumer-grade aesthetics
Measurable business impact
Comparing the 90 days after launch against the previous website's lead quality and sales pipeline metrics.
What we built and why
Tabbed Specification Grids
Architects compare elevators by specifications — load capacity, speed, shaft dimensions, pit depth. We built tabbed comparison grids that let users filter by lift type (passenger, goods, hospital, car) and view all specs side-by-side. On mobile, each model becomes a swipeable card with vertically stacked specs — not a horizontally scrollable table that nobody uses.
Multi-Step Quote Calculator
Replaces the generic 'Contact Us' form with an engineering-specific funnel. Step 1: lift type. Step 2: number of stops and capacity. Step 3: building type and timeline. Step 4: contact details. Non-serious inquiries drop off at step 1 (bots can't answer 'how many stops?'). Sales receives pre-qualified leads with enough technical context to prepare accurate quotes.
Local SEO Architecture
LocalBusiness schema with factory geo-coordinates (Vijay Vihar, Rohini). Service area pages for Delhi NCR regions. Google Maps embed with verified business listing. NAP consistency across every page. Within 6 weeks, Nescon appeared in the local 3-pack for target queries.
Industrial Design System
Metallic gray backgrounds with safety-yellow accents — the visual language of heavy engineering. Bold typography communicates manufacturing precision. No rounded corners or soft gradients. The design immediately signals 'industrial manufacturer' not 'lifestyle brand'.
Website sections
Why we chose each tool
Next.js 16
Server-side rendered pages ensure Google indexes every product specification page immediately. Static generation for catalog pages means zero server load under traffic.
Tailwind CSS
Rapid styling with industrial design tokens — metallic grays, safety yellows, and bold typography that communicates manufacturing precision.
LocalBusiness Schema
Structured data with geo-coordinates for Vijay Vihar, Rohini (Delhi NCR) drives local search visibility for 'elevator manufacturer near me' queries.
Product Schema
Each elevator model gets Product structured data with specifications, enabling Google to show rich product cards in search results.
Vercel Edge Network
Global CDN ensures contractors browsing on construction sites (often 4G) get sub-1.5s load times even with specification images.
12-day delivery sprint
Catalog & Spec Mapping
Days 1–2
Worked with Nescon's engineers to map every elevator model's specifications, align CRM fields, and define the quote calculator's qualification criteria.
Industrial UI Design
Days 3–4
Created the metallic design system, tabbed spec grids, and multi-step inquiry forms optimized for B2B conversion on mobile viewports.
Development & Integration
Days 5–9
Built Next.js catalog pages, spec comparison components, quote calculator with validation logic, and server-side CRM integration for lead routing.
Local SEO & Launch
Days 10–12
Implemented LocalBusiness + Product schemas, set up Google Business Profile sync, ran cross-browser testing, and deployed to production CDN.
Problems we solved
Specification Tables on Mobile
Elevator spec sheets have 10+ data points per model. Standard responsive tables either overflow horizontally (users don't scroll sideways) or stack into unreadable walls of text.
Solution: On desktop, full comparison tables. On mobile, each elevator model becomes a self-contained card with key specs as labeled pairs. Users swipe between model cards. The most-searched specs (capacity, speed, shaft size) appear first.
Filtering Spam Without CAPTCHA
CAPTCHAs frustrate genuine users and reduce form completion rates. But with 60%+ spam submissions, we needed effective filtering.
Solution: The multi-step form itself acts as a filter — bots can't answer "how many stops does your building have?" We added phone number format validation (Indian mobile numbers only), honeypot fields, and submission rate limiting. Spam dropped 68% without a single CAPTCHA challenge.
"The new website completely changed how we receive inquiries. Before, our sales team was spending half their day filtering spam. Now every lead that comes in has the building specifications we need to prepare a quote. The multi-step form was a game-changer.
Questions about this project
Why does an elevator manufacturer need a custom website instead of a template?+
How does the multi-step quote calculator work?+
How did you handle the technical specification tables on mobile?+
What local SEO strategy did you use for Delhi NCR?+
Can you build a similar B2B industrial website for our manufacturing company?+
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