Infinita Lab · Material Science / B2B Services
Infinita Lab —
B2B Website
Redesign
Redesigning and rebuilding a B2B website for a US-based material testing network — turning a low-visibility site into a lead generation engine that competes with industry giants.
A network of labs across the US — with no digital presence to show for it.
Infinita Lab had the capability to compete with the biggest names in material testing. The website wasn't communicating any of it. Single-digit monthly leads, an outdated look, and zero CRM infrastructure meant every potential client slipped away quietly.
Near-zero lead generation
The existing site was invisible. Single-digit leads per month from a network of labs across the US — a fraction of what the business needed to grow.
Complex user journey
Scientists and manufacturers couldn't find the right testing service without contacting support. Every visit required a phone call to convert.
No trust signals
The site looked dated, which made enterprise clients hesitate to submit requests. First impressions were costing the business before any conversation started.
Competing against industry giants
Intertek and EAG had huge marketing budgets and brand recognition. Infinita Lab needed to punch well above its weight to win comparable clients.
No CRM integration
Leads that did arrive were being lost — no automated follow-up, no pipeline visibility. The business had no way to nurture or close inbound interest.
Four phases. One continuous sprint.
Discovery through to launch — research, architecture, design, and development run in close collaboration with the Infinita Lab team at every stage.
Discovery & competitive research
- Workshops with Pradyumna and the leadership team to map goals and constraints
- Competitive analysis of Intertek and EAG — positioning, messaging, and UX patterns
- Interview with Robin (lab owner) — struggling to find affordable multi-method testing in one place
- Interview with Michael (scientist) — same problem, different role, different search behaviour
Information architecture
- Designed clear pathways for three distinct user types: small lab owners, large manufacturers, and scientists
- Card sorting with stakeholders to validate navigation structure before any design work began
- Mapped service catalogue to user intent — reducing reliance on support for discovery
- Defined CTA hierarchy per user type to maximise lead capture at each entry point
Design
- Clean, professional visual identity that signals credibility without losing approachability
- Trust signals throughout: lab certifications, client logos, clear service descriptions
- Responsive across all devices — many users access on mobile in lab environments
- Iterative review with Pradyumna's team at wireframe and high-fidelity stages
WordPress development & SEO
- Custom WordPress theme matching the new brand — fast-loading, accessible, maintainable
- CRM integration for automated lead capture and follow-up sequences
- On-page SEO: keyword research, meta optimisation, structured data
- Google My Business optimisation plus Google Analytics and heatmap tracking from day one
Everything needed to turn visitors into leads.
Custom WordPress website
Responsive, fast-loading custom theme matched to the new brand — built for the Infinita Lab team to manage independently.
Three distinct user pathways
Separate journeys for lab owners, manufacturers, and scientists — each surfacing the most relevant services and CTAs for that audience.
CRM integration
Automated lead capture with follow-up sequences — no more manual follow-up, no more leads falling through the cracks.
On-page SEO
Keyword research, meta optimisation, and structured data across all service pages — giving every page a foundation for organic discovery.
Analytics & heatmap tracking
Google Analytics plus heatmap tracking set up from day one — giving the team visibility into what is and isn't working.
Google My Business & social strategy
Local SEO optimisation via Google My Business, plus LinkedIn, Twitter, and Instagram campaign strategy for ongoing reach.
Single-digit to triple-digit monthly leads.
After launch, Infinita Lab went from near-invisible to competitive. The structured user pathways meant scientists and manufacturers could self-serve — finding and requesting the right testing service without a support call.
The CRM integration ensured every inbound lead was captured and followed up automatically — turning the website from a brochure into a working sales channel.
From single-digit to triple-digit monthly leads post-launch — the site became the business's primary source of new enquiries.
Transparent process pages and value content reduced hesitation from enterprise clients — reducing time-to-enquiry for first-time visitors.
Won clients previously lost to Intertek and EAG — competing on clarity and credibility where budget couldn't match.
"Unqode transformed our website, helping us grow our business significantly. The design is user-friendly and perfectly aligns with our goals. The leads speak for themselves."
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