Turning a distributor website into a trade-facing sales tool

Overview

L&G Wine Distributors had a strong portfolio, but the website was not yet helping trade buyers understand the offer quickly, evaluate wines efficiently, or move confidently toward the next step. The project focused on making the site work harder for the business: clarifying the distributor’s value, improving how the portfolio could be explored, and creating a stronger path from interest to pricing and order intent.

The challenge

L&G had a strong portfolio, but the website was not yet supporting the way trade buyers actually evaluate a distributor.

The offer needed to be easier to understand. The portfolio needed to be easier to scan and narrow down. And the path from browsing to action needed to be more deliberate, so buyers could move from interest to pricing or an order request with less friction.

That was the gap: the business had wines worth considering, but the site was not yet helping buyers assess fit and take the next step as clearly as it could.

What changed

We clarified how L&G was presented so the site could better communicate its value to trade buyers. We made the catalog more usable as a decision-making tool, with a stronger structure for browsing, filtering, and evaluating wines. We also created a clearer path from discovery to action through pricing access and order-request flow, so the site could support qualified interest more intentionally.

Why it mattered

These changes made the website more useful where it mattered most for this kind of business.

Instead of acting mainly as an online presence, the site moved closer to functioning as part of the sales process. It became easier for buyers to understand the distributor, easier to work through the portfolio, and easier to take the next step once interest was there.

What this project shows

We treat a website as part of how a business presents, guides, and converts demand. In this case, that meant helping a distributor use the web more deliberately: not just to show products, but to support buyer understanding, product evaluation, and commercial intent.

The next thing to fix is the phrase “What this project demonstrates/shows” itself, because depending on your brand voice, even that may still be a bit explicit.