The challenge: an extensive website and a B2B offering
Patyra operates in earthworks, roadworks and foundation piling. Based in the Lublin region, the company serves investors, developers and general contractors. The website needed to present different specialisms and a large portfolio while supporting contact with business customers.
The starting point was a technical audit and an analysis of the client's needs. The existing theme made it difficult to develop the website further, and more than a hundred completed projects were managed in a single editing window. The heading structure, service content and internal links also needed attention. Advertising campaigns had to be aligned with the company's priorities at the same time.
The scope: website, content and campaigns
We moved 45 pages to the Gutenberg editor and migrated and organised more than 100 completed projects. The new block structure separated content management tasks and prepared the website for further editing. The scope also included work on performance and Core Web Vitals.
The main service areas - earthworks, roadworks and foundation piling - received refined service pages. We standardised H1–H3 headings, expanded descriptions and improved internal links. The user journey was connected to the contact form and telephone number, so visitors could move from learning about a service to discussing a construction project.
We restructured Google Ads campaigns by service segment. We introduced negative keywords and an advertising schedule agreed around the B2B customer profile. Separating the campaigns made it possible to reallocate the budget according to the services the company wanted to promote more strongly at a given time.
The website and advertising work shared a common focus: the scope of work sought by business customers. Service pages organised the offering, the portfolio showed completed projects, and campaigns followed the corresponding service areas. This meant the modernisation covered the whole journey from an advert or search result to an enquiry.
The project used WordPress, Google Ads, Google Search Console and Google Analytics 4. The analytics tools provide a basis for further assessment of user behaviour and campaigns. The implementation combined changes to the way a large website is managed with work on content and advertising structure. This approach is useful for a company that already has an extensive website but needs a consistent connection between its services, completed projects and marketing.