PROJECT 01
LUC Group
Rebuilding a B2B Brand Presence
B2B MARKETING · DIGITAL TRANSFORMATION · CONTENT STRATEGY · AI · BRAND EXPERIENCE
When I joined LUC Group, the company’s digital and marketing presence was built around an older visual approach and outdated communication materials.
The website did not clearly communicate the company’s capabilities, products and industry applications, while the available content was limited and the overall digital experience needed a more contemporary direction.
The company’s LinkedIn presence was also not being used consistently as a communication channel, and existing brochures, presentations and exhibition materials followed an older visual style.
THE OBJECTIVE
To create a more modern, consistent and premium B2B presence, while making the company’s technical expertise easier to communicate across digital and physical touchpoints.
My approach was to address these challenges through three connected priorities: improving the website structure and product content, strengthening organic search visibility, and creating more consistent marketing communications across digital and physical channels.
I focused on connecting these activities rather than treating them as separate tasks, ensuring that the website, technical content, sales materials and brand touchpoints supported a coherent B2B marketing presence.
DIGITAL & WEB
Website redesign and development
Content creation and optimisation
SEO implementation
Website structure and navigation
Product and industry content
GEO-oriented content structure
CONTENT & COMMUNICATION
LinkedIn content strategy and publishing
Company news and industry content
Whitepapers and sales materials
Technical articles
Brochures, flyers and presentations
AI & MARKETING INNOVATION
Development of custom AI agents for marketing workflows
SEO/GEO and website analysis workflows
Collaboration with technical managers and engineers for content validation
Technical content writing agent
AI-assisted content development based on internal company knowledge
EXHIBITIONS & BRAND EXPERIENCE
Booth concept and visual design
Product displays
Furniture and booth elements
Exhibition organisation and on-site execution
Wall graphics and messaging
Printed materials
Coordination of printing and production
From an outdated digital presence to a modern B2B platform.
One of the main areas of the project was the complete redevelopment of LUC Group’s website. The previous website followed an outdated visual approach, had limited content and did not clearly communicate the company’s products, capabilities and industry applications.
I redesigned and developed the website from the ground up, restructuring both the visual experience and the content architecture.
01 — Structure & UX
I reorganised the website to make the company’s offering easier to understand and navigate, creating clearer pathways around:
Products
Industries
Company information
Contact / quote requests
Services
Applications
Technical content
02 — Visual Direction
I introduced a more contemporary visual language built around the company’s existing brand identity, using stronger imagery, clearer layouts and more consistent visual communication. The objective was to give the brand a more modern and premium B2B presence without losing its technical character.
03 — Content
The website required substantially more content than the previous version. I researched and developed new website copy covering products, applications, industries and technical topics, working with the company’s technical managers and engineers where technical validation was required.
04 — SEO & GEO
The website was also developed with search visibility in mind. I implemented SEO-focused content structures and, more recently, incorporated GEO-oriented approaches into technical articles, including:
Structured headings
Comparison tables
Topic-focused content
Search-intent-driven topics
FAQs
Concise answers
Internal linking
Early Digital Impact
Building digital visibility through organic search, direct traffic and LinkedIn referrals.
Digital Performance
January – September 2026
3.1K Google Organic Sessions
662 Bing Organic Sessions
3.1K Direct Sessions
323 LinkedIn Referral Sessions
Audience Growth
Since mid-2022
475
Website Subscribers
From an outdated website to a modern digital experience.
The previous digital presence relied on an outdated visual style, limited content and unclear messaging.
I redesigned and developed the website from the ground up, restructuring the content, navigation and visual experience to create a clearer and more contemporary B2B presence.
Website Architecture & UX
Product & Industry Communication
Content & Knowledge
Building a consistent B2B content presence.
I established a weekly LinkedIn publishing rhythm, creating content around products, company news, exhibitions, case studies and technical topics, while connecting website content with social communication.
Selected Technical Content.
I also developed technical articles that translated complex product and industry topics into clear, accessible content, while supporting the website’s SEO and GEO strategy.
Polyurethane vs Rubber: Which Material is Better for Industrial Applications?
Bringing the brand into physical space.
BEFORE → AFTER
Booth concept and visual design, wall graphics and messaging, product displays, printed materials, furniture and booth elements, coordination of printing and production, exhibition organisation and on-site execution.
Designing practical AI workflows for real business needs.
01
Technical Content Writer
AI agent for technical article drafting based on internal company knowledge.
02
SEO & GEO Website Agent
AI workflow supporting website analysis and content optimisation.
03
Sales Visit Reports
AI workflow supporting the creation of structured sales visit reports.
OUTCOME
A more consistent and professional B2B digital presence.
The project brought together website development, SEO, technical content, brand communications and AI-supported workflows to create a more consistent digital presence. These initiatives strengthened how LUC Group presents its expertise, products and solutions to target audiences across digital channels and customer touchpoints.
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