A Sales-Led Website for Industrial Energy Storage
Monbat Energy: From Product Section to Sales Channel
The Client
Monbat Energy is the battery storage and energy management division of Monbat Group, a European battery manufacturer founded in 1959. It supplies commercial and industrial battery storage systems (BESS) and an apps-based energy management platform (EMS) to factories, logistics operators, fleet depots and charging sites across Germany, Austria and Central and Eastern Europe.
The Project
We delivered Monbat Energy’s first stand-alone website, from strategy through to launch. The site presents complex energy technology as clear business outcomes and turns interest into conversations with the right regional team. Our work covered strategy, UX, copywriting, UI design, custom WordPress development, multilingual setup and lead routing.
The Challenge
For an industrial buyer, a supplier’s website is often the first test of credibility. Monbat Energy had a strong offer: German-assembled, VDE-certified systems backed by a group with more than six decades of battery manufacturing. Online, though, it existed only as a section of the group’s corporate battery site, several clicks deep and framed for a different audience.
The people who buy commercial storage are rarely engineers. A typical decision-maker is an operations executive at an energy-intensive business, who understands payback periods and demand charges and wants a quick, credible answer, followed by a conversation with someone in their own market. A review of 16 competing storage brands showed a crowded field that mostly sells on engineering claims, and several competitors put prospects through long online questionnaires before any human contact.
The brief called for a stand-alone platform that works as a sales tool rather than a corporate presentation, a clear focus on B2B lead generation, an industrial visual language with an engineer’s tone of voice, multilingual delivery, and a platform marketing can extend without developer help.
Our Approach
We began by defining the outcome that mattered most: a qualified conversation between a prospect and a regional engineer. Every later decision was tested against whether it moved a visitor closer to that conversation.
Two Buyers, Not Five Audiences
The brief named five audience groups. We focused the site on the two that drive revenue: an operations executive at a mid-sized German logistics business, and an engineering lead at an EPC or integration firm in Central and Eastern Europe. The strategy document set out buyer profiles, sitemap, journeys and a three-level conversion model: booked consultations, contact enquiries, and datasheet downloads and demo visits.
Solutions Named After Buyer Problems
The navigation leads with four solutions named for what the customer wants to achieve: Reduced Energy Cost, Load Management, Fast Charging at Scale and Energy Market Participation. The BESS range and EMS platform sit one level below for technical visitors. Instead of separate References and FAQ sections, case studies and objection-handling FAQs sit inside the solution pages, where the buyer is weighing the decision.
Engineering Translated Into Outcomes
Each page leads with the operational problem, explains the mechanism, and supports claims with specifications rather than adjectives. Trust signals were consolidated into one Why Monbat Energy story, and the German version was built around how German buyers search, with distinct terminology for commercial and industrial system sizes.
A Lead Flow Designed to Be Finished
One global form, triggered from every call to action, takes a few short steps and well under a minute. Each enquiry is routed to the German or Bulgarian office by country, and the visitor is handed to that office’s booking calendar with their answers already filled in. Datasheets stay ungated, because specialist buyers expect open access, and downloads are tracked as intent signals instead.
A Modular WordPress Build
The site runs on our custom WordPress framework, with a library of flexible content blocks in Monbat’s navy and lime palette. Marketing can create new solution, product or campaign pages and reorder sections without developer help, while the design system stays intact.
Governed as Well as Persuasive
A multilingual layer live in English and German, invisible cookieless bot protection on every form, granular consent so analytics only runs once a visitor agrees, Google Tag Manager and GA4 events for every conversion level, a double opt-in newsletter with email authentication fixed, and lead data structured for a CRM connection in the next phase.
The Results
What Monbat Energy has today, at launch.
A Sales Channel of Its Own
A stand-alone website replacing a product section buried inside the group’s corporate site.
A Problem-Led Structure
Buyers reach the right solution, and technical visitors reach the right specification.
One Short Route to a Call
From any page to a booked consultation with the right regional office.
One Message Everywhere
Consistent, specification-backed messaging across the website, newsletter and print.
Content Independence
Monbat’s marketing team builds and edits pages on a modular platform, without developers.
Measured From Day One
Analytics, consent management and CRM-ready lead data in place from launch.
A Collaborative Project
The project brought together Monbat’s group marketing, business development and sales leadership with our strategy, design and development team. Marketing owned the brand and the original concept, and the sales side shaped the commercial direction. We brought the two together in one structure and led UX, content, design, development and launch. Designs were reviewed in Figma and then on a staging site, keeping feedback consolidated and decisions moving.
What We Delivered
What We Delivered
- Discovery, audience definition and website strategy
- Sitemap, user journeys and conversion planning
- Wireframes and Figma design frames
- Page copy, FAQs and English and German SEO metadata
- Desktop and mobile UI design and a custom icon set
- Custom, modular WordPress development
- Lead form with country routing and calendar handoff
- Newsletter with double opt-in and email authentication
- Privacy and cookie policies
- Two print-ready product leaflets
- Google Tag Manager, GA4 and cookie consent
- Domain configuration and launch
Selling Something Technical to Someone Who Is Not?
We design and build sales-led websites for businesses whose product needs explaining before it can be sold. If your website describes what you make but not why customers should buy it, let's talk.