Josna Poly Pipes.
A product-led lead-capture site for a Kenyan HDPE and PPR pipe supplier — catalogue, specifications and contractor enquiry in one.
Where it started.
Josna Poly Pipes sells HDPE and PPR pipes for plumbing, irrigation and industrial applications — the kind of product buyer who cares about internal diameter, pressure rating and conformity to KEBS standards, not brand storytelling. They needed a site that would serve that technical buyer and generate qualified contractor enquiries.
The existing web presence was a Facebook page and a spreadsheet. We built them a product-led website with a searchable catalogue, technical specifications, and an enquiry flow that routes leads to their sales team by product category.
What was hard.
A pipe catalogue looks simple until you try to model it — each product has a size range (20 mm to 1,200 mm), pressure ratings (PN 6 to PN 25), lengths, end fittings, and conformity certifications. Getting that into a CMS the sales team could update without a developer was the core engineering problem.
The second challenge was search — contractors search by size and pressure, not by product name. We built faceted filters that let a buyer say "show me HDPE, 110 mm, PN 10" and get the exact SKUs in stock.
How we solved it.
- 01Faceted product searchFilter by type (HDPE / PPR), size, pressure rating and length. Ships as a progressively-enhanced form so it works without JavaScript.
- 02Tech-spec PDFs per productEach product page has a downloadable datasheet (auto-generated from CMS data so it never drifts from the live spec).
- 03Contractor lead formEnquiry form pre-fills product + quantity from the page the buyer came from. Routes to the right sales person by region.
- 04LocalBusiness schema for NairobiComplete Schema.org markup so Google surfaces the business in the Kenyan local pack for 'pipe supplier Nairobi' queries.
What we built it with.
The outcome.
- Full catalogue with filters, specs, and downloadable PDFs.
- Enquiry form with automatic routing by region.
- LocalBusiness + Product schema markup.
- Core Web Vitals green on throttled 4G.
- CMS the sales team edits without a developer.