A modern website for Imex-NPK: natural chestnut wood fences in a new online version

Imex-NPK (NpK® Zaunmanufaktur) is a manufacturer of solid chestnut wood fences based in Borken, Germany. The company offers picket fences in several finishes, fence panels, woven fences, gates, wickets, posts, and fencing accessories. It fulfills orders for thousands of customers in several European countries, including deliveries throughout Poland.

The main challenge was to create a website that would convince customers to choose this natural, durable material while allowing them to easily navigate from product selection to requesting a quote. The website had to function as both a product catalog and an educational tool explaining why chestnut wood is a better choice than standard solutions.

The wooden fence industry is a market where customers typically compare multiple offers and consider durability, appearance, price, and installation method. Purchasing a fence is a long-term investment, so users look for confirmation of quality, specific product information, and a reliable supplier.

In this industry, trust in the manufacturer and a clear presentation of product parameters are crucial. Customers expect descriptions that explain the differences between finishes, fence types, and their applications, as well as practical information about installation, formalities, and costs.

The fencing market is competitive, especially in search engines, where customers often start their search by asking about a specific fence type or material. Therefore, a website must combine attractive presentation of the offer with content that answers real questions and builds visibility in Google and AI models.

Strategy and Direction:
We first identified what distinguished the company from the competition: specializing in chestnut wood, the material's natural durability, and in-house production. Based on this, we planned the website's communication.

Information Architecture:
We've designed a structure that organizes our extensive offering: product categories, subcategories by finish type, and sections like "About Us," "Advantages of Chestnut Wood," "Guide," and "FAQ." This allows users to find the right product in just a few clicks.

User Experience:
We've ensured simple navigation and clear contact paths: "Request a quote" buttons, contact details available in the header, and a form on the homepage. The layout is also readable on mobile devices.

Content and Building Trust:
We've prepared sections presenting the benefits of chestnut wood, data on the scale of our operations, and customer reviews from Google and Trustindex. All this to help customers gain confidence in the quality of our products more quickly.

Technology and implementation
We created the website in WordPress using Elementor, which gives the client the flexibility to expand the offer and edit the content themselves.

Blog and SEO
An extensive guide with articles on pre-installation formalities, installation on sloping terrain, fencing costs, and the differences between fence types supports the website's visibility in search engines and helps customers make decisions.

• Increasing the number of inquiries: the website was intended to effectively guide users from product selection to contacting the company.
• Building an expert image: showing specialization in chestnut wood and the advantages of own production.
• Organizing and presenting the offer: clear division into fences, spans, gates, wickets, posts and accessories.
• Customer education: guide and FAQs to answer pre-purchase questions.
• Increased visibility in search engines: gaining traffic from phrases related to wooden fences and chestnut wood.
• Entering the Polish market: language version and communication tailored to customers in Poland, with information about deliveries throughout the country.

1. CMS WordPress,
2. Anti-plagiarism tools,
3. Senuto,
4. GA4,
5. GSC,
6. Canva
7. ChatGPT
8. GTM
9. Contact forms, 
10. Chat for communication with customers.
11. Elementor 
12. Trustindex   

Our solution combines a clear presentation of the offer with content that builds trust and visibility. Instead of creating a standard product catalog, we designed a website that guides customers from their interest in the material, through selecting a specific type of fence, to requesting a quote or visiting the store.

• Clear structure of the offer: categories and subcategories by type of fence and finish, thanks to which the customer quickly finds the right product.
• Communicating material advantages: separate section on chestnut wood.
• The element of trust: customer opinions, information on the scale of operations and supply range.
• Simple contact path: visible "Request a quote" buttons, contact details in the header and a form on the home page.
• Content strategy: a guide answering questions about costs, formalities, installation and selection of fence type.

If you want to learn more about the results we have achieved for your website, please contact usand we will be happy to share them with you and show you how to do it using our analytical tools.

• SEO CONTENT TOTAL – We built Imex-NPK's visibility on Google with content that addresses what customers are really looking for before purchasing a fence: the differences between fence types, installation costs, and the formalities involved. Each category subpage and guide article was designed to showcase the manufacturer's expertise and build brand credibility. The result is traffic from people planning a purchase and ready to inquire about a quote.
• E-commerce audit – Since Imex-NPK didn't yet have a Polish website, we began by analyzing its German online stores: the structure of their offerings, product presentation, and the shopping journey. We also examined how the competition operates in the Polish wooden fence market and what local customers are looking for. This allowed us to understand what should be adopted from the German model and what needed to be redesigned for Polish customers. Based on this, we created a list of guidelines for the new website.
• E-commerce Strategy – We prepared a plan for brand entry and development in Poland, based on the manufacturer's real advantages: specialization in chestnut wood, in-house production, and door-to-door delivery. The strategy determined who to address and in what language, as well as the content and channels that would best attract those seeking durable, natural fences.
• Content Marketing – We've created content that simplifies technical issues: the differences between picket and wicker fences, choosing finishes, installing on sloped terrain, and legal issues related to fencing. The guide and category descriptions help customers make their own decisions and position the company as a trusted expert even before the first contact.
• SEO / Positioning – We've optimized the website for keywords related to wooden fences and chestnut wood: from the category structure and headings, through product descriptions, to meta data and internal linking. This makes the site more relevant to how Poles search for fences on Google, and allows it to continually gain new, organic traffic.
• E-commerce development – ​​We've refined the elements that influence purchasing decisions: clear product categories, visible "Request a quote" buttons, easy-to-find contact information, and customer reviews. The site has become more user-friendly and more effective at converting interest in our offerings into specific inquiries, even on mobile devices.
• WordPress website – We designed and implemented a new website from scratch: from analyzing customer needs and organizing our extensive offerings, through graphic design based on the natural character of the product, to full technical implementation. The resulting website clearly presents the product range and is ready for further expansion.
• Automation and integration – We've streamlined our inquiry handling and customer feedback. Contact forms are sent directly to the company, and Google and Trustindex ratings are displayed on the website in real time. This allows the Imex-NPK team to respond to inquiries more quickly, and the website continually confirms the quality of its offerings.