HWS

B2B Natural Stone Supply Platform for the U.S. Market

HubWayStone is a U.S.-oriented natural stone supplier working directly with its own quarries and factories in Turkey.
The goal of this project was not to create a typical product catalog, but to build a clear, controlled B2B digital platform tailored to architects, designers, contractors, fabricators, and wholesale buyers.

Project Challenge

The main challenge was positioning.

Natural stone supply sits between several audiences – wholesale buyers, project-driven professionals, and casual retail visitors.
Without a clear structure, such websites quickly turn into mixed catalogs that attract non-qualified traffic and generate low-value inquiries.

The task was to:

• build a B2B-first structure
• clearly communicate supply logic and project workflow
• filter out non-target visitors at the website level
• support long-term SEO growth without becoming a generic “stone catalog”

Our Approach

We took full responsibility for architecture, logic, and positioning, not just design or development.

B2B-Oriented Site Structure

The website was structured around how professional buyers actually think and navigate:

• Supply – structured supply pages focused on material categories and sourcing logic
• Inventory – live availability reference for in-stock slabs
• Applications – real-world use cases (kitchens, pool coping, facades, etc.)
• Our Clients – segmented client-type pages explaining collaboration models

This separation prevents confusion and allows each visitor to self-identify their role before engaging further.

Intentional Visitor Filtering

Instead of pushing generic contact forms, the site uses B2B-oriented interaction points:

• request-based pricing instead of public retail prices
• project-context forms instead of short lead forms
• sample requests framed for professionals

This approach naturally filters out low-intent retail traffic and attracts visitors who are already thinking in terms of projects, volumes, and specifications.

SEO & Technical Foundation

The entire platform was built with long-term search visibility in mind:

• clean, fast-loading WordPress setup
• logical internal linking between Supply, Applications, and Client pages
• optimized metadata and structured content
• scalable architecture for future expansion

SEO here is not treated as a separate layer, but as part of the structural design.

Result

The result is a focused B2B supply platform, not a decorative marketing site.

• Clear positioning for U.S. architectural and construction markets
• Reduced noise from non-target inquiries
• Strong foundation for content-driven SEO growth
• A structure that supports both wholesale supply and project-based collaboration

The platform continues to evolve as the business scales, with ongoing refinements aligned to real market behavior rather than short-term marketing tactics.