Losing search traffic overnight can feel like your best sales channel just disappeared. That’s exactly what happened to a leading commercial glass fabricator when Google started answering prospects’ basic questions directly in search results.

Suddenly, the educational content that once fueled steady inbound traffic stopped driving qualified leads. Recognizing that its established strategy of attracting top-of-funnel traffic before drawing users through the buyer’s journey was no longer viable, the company partnered with Hypha to rebuild its digital foundation through a HubSpot website redesign and product-focused SEO strategy—anchored in modern B2B website design and CMS development.

In just three months, the new site was ranking for high-intent keywords, converting architects, contractors, and project managers already deep in the buying process, and delivering measurable business growth.

Client Background & Project Context

Our client is a leading commercial glass fabricator specializing in interiors for retail, hospitality, and office environments.

For years, their inbound strategy relied on educational SEO content targeting broad queries like “types of commercial glass.” This approach successfully captured early-stage researchers—until Google began answering those questions directly in search results.

Seemingly in an instant, traffic slowed, and the company found itself competing with Google, not other fabricators.

More importantly, the prospects who mattered most—architects, contractors, and project managers actively sourcing solutions—weren’t being reached. That disconnect set the stage for a strategic pivot toward product-focused SEO and a HubSpot-powered B2B website redesign.

That pivot delivered measurable impact—within just three months, the company went from traffic without results to a steady flow of high-quality B2B leads:

The Challenge

When Educational Content Stops Converting

The glass fabricator faced challenges that went beyond keyword rankings, requiring a complete rethink of how their website attracted and converted prospects.

SEO Strategy Misalignment

Their existing approach focused heavily on educational keywords like “commercial glass types” and “difference between [glass type 1] and [glass type 2].” While these terms generated traffic, Google and other AI tools now provide answers and overviews for these types of query without sending users to websites.

Conversion Gap

The visitors they did get were often early-stage researchers rather than qualified prospects ready to buy. This disconnect between traffic volume and business outcomes made it clear they needed a B2B website conversion optimization strategy—one that aligned their HubSpot redesign with lead quality, not just traffic numbers.

Content Structure Problems

Their website prioritized educational articles over product information, creating friction for prospects who knew what they needed but couldn’t easily find specific solutions.

Standing Out From Competitors

The glass fabricator’s educational content once helped build valuable new supplier relationships by reaching prospects ready to switch or enter the market. But as Google and AI began answering basic questions directly, that edge disappeared—making it vital to find a new way to stand out beyond price and specs in a commodity industry.

Discovery & Strategic Analysis

Our discovery process revealed how misaligned their content was with what their target audience actually searched for:

Understanding What Prospects Really Want

We researched what people searched for at each stage of their buying process, finding significant opportunities in searches that competitors were ignoring—prospects looking for specific solutions rather than general education.

Mapping the Customer Journey

Through website data and client interviews, we traced the typical path from first contact to signed contract. Most valuable prospects came in knowing what they needed, not looking for basic glass education.

Content Gap Analysis

Our review found opportunities to rank for product-specific searches while keeping the technical and SEO authority that made their website a trusted source of information for SERPs and consumers alike.

Competitor Analysis

While competitors focused on the same educational content, none had captured the product-focused searches that represented our client’s real expertise.

The Solution

Strategic HubSpot Implementation

Our strategic approach centered on repositioning the glass fabricator from an educational resource to a product-focused solution provider:

Strategic SEO Pivot

We completely changed their keyword strategy, shifting from educational terms to specific product searches and project-focused queries. This meant targeting terms like “retail display glass partitions,” “commercial glass shelving” and “hotel interior glass walls” instead of broad educational topics. However, it was important to retain the prior SEO terms, as those still play a foundational role in helping SERPs and AI tools to understand, categorize and rank the site—helping it to compete on the more focused product-specific terms.

Product-First Website Structure

The new site put products and solutions front and center instead of hiding them behind educational content. Each service area got dedicated pages targeting prospects who knew exactly what they needed.

Clear Paths to Contact

Every page included obvious next steps for prospects, guiding them from product research to consultation requests through well-placed contact forms and calls-to-action that are differentiated by product type and service offering. This followed proven B2B website design best practices for turning visitors into leads.

The Transformation

Measurable Business Impact

The strategic pivot delivered measurable improvements in both search performance and business outcomes:

Better Search Rankings

The client achieved higher rankings for product-focused keywords that matched how their best prospects actually searched. Moving from educational to product-focused content helped them stand out in search results.

Higher Quality Leads

Focusing on prospects ready to buy instead of those just learning brought in visitors who converted much better. Prospects arrived already knowing about products and ready to discuss specific project needs.

Empowered Sales Team

With prospects arriving more qualified and informed, the sales team could skip basic education and focus on project details and customization instead.

Ripple Effects

Beyond Website Performance

The strategic foundation established through this project enabled broader business improvements:

More Effective Marketing

Content creation focused on high-impact, product-specific materials that helped both SEO goals and sales support, creating a unified approach to digital marketing.

Better Customer Experience

Prospects could find relevant information faster, reducing friction in their research process and speeding up the time from initial inquiry to signed contract.

Competitive Advantage

By reimagining the site for product-specific searches while retaining the SEO advantage related to its educational content, our client claimed a distinctive position in search results for their most valuable keywords.

Marketing and Sales Working Together

The new content strategy aligned marketing efforts with sales goals and what the company could actually deliver, creating a smooth customer journey from first visit to completed project.

Adapting Content to Buyer Behavior, Not Just Search Engines

This transformation illustrates a critical principle for B2B companies navigating evolving search behavior: when search engines begin answering your prospects’ basic questions, your content strategy must evolve to serve their advanced needs.

The key insights from this strategic shift include:

• Shift from essential queries to meaningful connections. Maintaining foundational educational keywords remains crucial for SEO, as they support overall site authority and make it easier to rank for relationship-driven, specialized terms. However, as search engines increasingly answer those basic queries directly, content must also evolve to build supplier relationships and address prospects deeper in the buying journey—balancing broad visibility with targeted differentiation.
• Align your entire digital approach with buyer behavior. Success requires more than content updates. It demands a comprehensive approach that connects your website design, SEO strategy, and conversion optimization with where your most valuable prospects actually are in their buying journey.
  
  

Ready to Transform Your B2B Website Performance?

Is your digital strategy generating qualified leads, or are you still competing with Google for basic top-funnel traffic?

A strategic HubSpot website redesign aligns your SEO, content, and conversion pathways with where your most valuable prospects actually are in their buying journey.

We’ve helped B2B companies like yours pivot from educational traffic to revenue-driving, product-focused leads. Let’s do the same for you.

Talk to our experts and discover how to turn your website into a lead generation engine.