Scalability with Webflow: Designing and Developing Polpharma API Website

The company chose to partner with Netguru and leverage our expertise in web design and web development to create a modern, user-friendly digital experience that drives optimized lead generation, with faster development, an intuitive and scalable CMS, as well as fine-tuned SEO tools.

Client

Polpharma is the largest Polish pharmaceutical manufacturer with a trusted legacy spanning over 85 years. The company specializes in the production of both drugs and pharmaceutical substances, offering high-quality, affordable medications across multiple markets in Europe and beyond.

Polpharma API is a strategic business unit within the company, dedicated to the development and supply of Active Pharmaceutical Ingredients (APIs) for both internal operations and external customers globally. This division supports Polpharma's commitment to strengthening the European supply chain and enhancing public health and security.

Project

Polpharma API tasked us with redesigning and rebuilding their api.polpharma.com website to achieve several key business goals:

• Enhance the clarity and accessibility of critical product information
• Differentiate the API site’s identity from Polpharma’s competition
• Simplify navigation to ensure quick access to the API product catalog
• Align the design with modern UX/UI and accessibility standards to deliver a seamless user experience
• Animate elements of the website to emphasize the nature of their business
• Optimize lead generation by integrating advanced analytics and marketing tools

Additional client requests included:

• A comprehensive usability audit (e.g., mouse heatmaps, scroll maps) to understand user interactions and improve readability
• Implementation of SEO strategies with a focus on Google Tag Manager cleanup to ensure compliance with new data protection regulations
• Integration of advanced tools, such as Hotjar for session recording, LinkedIn Insight Tag, and Google Consent Mode 2.0 to support the GDPR requirements
• Setup of marketing automation tools like GetResponse Web Connect and privacy management solutions (e.g., CookieYes) to enhance the website’s effectiveness in generating leads

To meet these objectives, the client decided to partner with us for our expertise in both web design and web development. Their current site was built in WordPress, therefore, we recommended rebuilding the website in Webflow after a redesign phase.

Key KPIs

• Improved lead generation: Streamlined access to product information and catalog
• User engagement: Measured through improved time-on-site and interaction rates
• Modern design: Differentiated from Polpharma API's competition
• Analytics: Tracking user behaviors and marketing performance post-launch

Information architecture & design

We began by restructuring the site’s information architecture to ensure that critical data was easy to locate. This meant implementing a product finder feature including search and advanced CMS filters. The "Contact Us" section was redesigned to facilitate quick, seamless communication with the sales team.

Additionally, we have implemented a solution for creating dynamic "business-cards" pages sourcing data from CMS. This way the client may easily create dedicated pages with contact details for team members allowing users to add them to their contacts list with a single click.

Visually, we aimed to differentiate the API site from Polpharma’s competition while maintaining brand consistency. A modern, minimalistic design was crafted using Webflow’s flexible platform. Clean lines, clear typography, intuitive layouts, as well as engaging and smooth interactions, were specifically tailored to appeal to the technical audience, all while ensuring the design was responsive across both mobile and desktop devices.

Performance & compliance

To optimize lead generation, we integrated tools such as Google Analytics (event and conversion tracking), Google Tag Manager, and LinkedIn Insight Tag. These tools provided valuable insights into user behavior and allowed Polpharma to refine their marketing strategies. Additionally, Hotjar was implemented to gain an in-depth view of user interactions through heatmaps and session recordings.

We also enhanced site performance, ensuring fast page load times and an uninterrupted user experience. Additionally, we optimized SEO by adding metadata and alt tags for static pages and implementing an efficient method for automatically generating these elements for new pages created via the CMS, such as business cards or products. This streamlined approach aids the client in achieving their marketing strategies more easily.

For GDPR compliance, we integrated CookieYes for managing cookie preferences and Google Consent Mode 2.0 for data protection adherence, executing these measures precisely to ensure full compliance with EU data regulations.

Webflow for rapid deployment

Considering the challenges the client faced with their previous WordPress site, we recommended migrating to Webflow. Its no-code platform enables rapid deployment, scalability, and easy maintenance. The goal was to create an intuitive environment and site structure that could be easily managed by the marketing team without needing front-end developer support.

Results

Throughout the process, our team focused on contemporary UX/UI principles and accessibility guidelines, simplifying navigation, improving load times, and making the site user-friendly across all devices and for all users. These efforts resulted in a smooth and engaging user experience, boosting both engagement and lead generation.

Polpharma API expressed high satisfaction with the site’s distinct and modern aesthetics, as well as the clarity and accessibility of its content, giving us a Net Promoter Score (NPS) of 10.

Project highlights:

• Optimized site navigation,
• Improved load time, responsiveness, and visual stability, achieving a perfect speed score of 100,
• Simplified access to product information,
• Increased inquiries and leads from potential partners,
• Nearly doubled the number of completed forms,
• Revamped design for a seamless experience that improved user engagement,
• Increased session duration and lowered bounce rate,
• Long-term savings in maintenance due to the simplicity of the platform.