Retail Pаk – B2B Site Design
Redesigned and restructured the Retail Pak B2B website to better communicate product value, simplify the buyer journey, and support conversions across global markets.
CATEGORY:
Web Design & Content Strategy for B2B eCommerce
CLIENT:
Rеtail Pаk
ROLE:
Digital Strategist & UX Lead
I led the redesign and content strategy for Retail Pak’s B2B website – a premium packaging company specializing in custom boxes for wine, spirits, and gifting industries. The goal was to modernize the site’s visual presence while improving usability and storytelling for wholesale buyers.
The previous WordPress setup lacked clarity and conversion intent. I re-architected the site from the ground up using Bootstrap with Laravel, transitioning to a CMS-less environment for better speed, customization, and SEO control. I created a new content hierarchy that aligned with buyer priorities – emphasizing product features, client work, and request-for-quote pathways.
The site content was written and structured using the topic clusters principle to support long-term SEO growth. I also redesigned visuals and curated imagery to reflect the brand’s design-forward approach while balancing performance considerations. Post-launch, the company reported improved lead quality and stronger engagement from international buyers.
This project brought together UX, copywriting, visual storytelling, and technical SEO to support Retail Pak’s B2B sales efforts with a refined, scalable digital presence.
Legacy WordPress Website
A look at the outdated version of the Retail Pak site, which lacked design consistency, brand storytelling, and visual hierarchy.
Homepage Hero Section
Full-width homepage hero with dark theme and featured packaging project to capture attention and establish premium positioning.
Product-Focused Storytelling
Visual storytelling section that showcases product application and packaging craftsmanship through photography and copy.
Hero Section & Brand Value
Introduces Retail Pak as a full-service packaging partner, highlighting years of experience, project scale, and service reliability.
CHALLENGE & OBJECTIVES:
Rebuild the company website from scratch to meet modern UX, visual, and SEO standards
Transition away from WordPress to a more customizable and lightweight setup
Develop a clear content structure tailored to international customers
Improve lead generation through clearer CTAs and user flow
Strengthen on-site SEO by expanding long-form content and internal linking
DELIVERABLES:
Full UX audit of the previous WordPress website
Sitemap restructure and page wireframes in Figma
Bootstrap-based responsive site build, deployed as a self-hosted Laravel application
New content strategy and long-form copywriting aligned with SEO best practices
Image curation and redesign of key visuals for brand alignment
Technical SEO setup using Google Search Console and Screaming Frog
Hosting and domain migration, with fallback systems in place
Trust Signals through Awards & Clients
Displays key clients and awards to establish credibility and reinforce Retail Pak’s reputation in the industry.
Category-Specific Landing Design
Tailored landing pages for distinct product categories, designed to guide different buyer personas through relevant offerings.
TOOLS:
Strategy & Planning
Notion – for planning timelines and structuring deliverables
Google Workspace – for content reviews and stakeholder feedback
Design & Development
Figma – for wireframing, typography, and visual mockups
Photoshop & Illustrator – for optimizing visuals and preparing layout assets
HTML, CSS, Bootstrap – for building the front-end
Laravel – for back-end customization
DreamHost – for deployment and domain management
SEO & Performance
Semrush – for keyword strategy and ranking goals
ImageKit – for optimizing image sizes and page speed
Screaming Frog – for SEO audits and crawl diagnostics
Google Search Console – for sitemap submissions and index health
The revamped B2B website elevated Retail Pak’s digital presence with a modern, functional, and conversion-driven platform. Page engagement improved across key landing pages, and the quote request flow became a more active lead driver. One year post-launch, the company saw improved visibility across priority keywords and stronger outreach from international partners.