WordPress Redesign, Multilingual Setup, SEO, Google Ads & Email Marketing

Client: Anita Plastics

Industry: B2B Manufacturing — PP/HDPE Woven & Non-Woven Fabrics, Industrial Bags & Packaging

Location: United States

Website: Visit Live Site →

Platform: WordPress (with WPML)

Services Delivered:

• WordPress Website Redesign
• Multilingual Setup (English & Spanish via WPML)
• SEO (15 Months)
• Google Ads (15 Months)
• Email Marketing (15 Months)

Engagement Type: Project + Ongoing Marketing Retainer — 15 Months

Anita Plastics is a US-based manufacturer and supplier of industrial PP and HDPE woven and non-woven products. They serve industrial, agricultural, construction, and logistics buyers across the US.

What They Needed:

• A redesigned WordPress website that properly represented their full product range and positioned them as a credible US-based B2B manufacturer
• A bilingual (English and Spanish) website to serve both English and Spanish-speaking buyers and procurement teams in the US market
• A long-term digital marketing programme — SEO, Google Ads, and email marketing — to generate consistent B2B leads and enquiries from industrial buyers

The combination of a complex, multi-category industrial product range and a bilingual target audience made this a technically demanding project requiring both development and marketing expertise.

What We Built:

We redesigned the Anita Plastics WordPress website — creating a professional, B2B-focused digital presence that clearly presented their full manufacturing capability to industrial buyers.

Design:

The redesign focused on a clean, professional B2B aesthetic appropriate for an industrial manufacturer — building credibility and trust with procurement managers, engineers, and operations teams.

Key Design Decisions:

• Professional industrial design appropriate for B2B manufacturing buyers
• Phone number and email address immediately visible in header (critical for B2B enquiries)
• Language switcher (EN / ES) prominent in header navigation
• Clear mega navigation menu organising products by category with imagery
• Product imagery integrated throughout navigation for quick visual identification
• Dedicated contact and enquiry pathways
• Trust signals and manufacturer credentials throughout

Key Pages Built:

• Homepage
• Products hub with full category structure
• Individual product pages
• About Us
• Blog
• Contact Us

Product Page Structure: Each product page built with B2B industrial buyer needs in mind:

• Product overview and key benefits
• Technical specifications
• Applications and industries served
• Why choose Anita Plastics
• Enquiry / quote request CTA
• Related products

What We Did:

A significant portion of Anita Plastics’ target buyers in the US market are Spanish-speaking procurement managers and operations professionals. We implemented full bilingual functionality using WPML (WordPress Multilingual Plugin).

WPML Implementation:

Plugin Setup & Configuration:

• WPML core plugin installation and configuration
• Language pairs configured: English (primary) and Spanish
• Language switcher implemented in header (EN / ES toggle)
• URL structure configured for language separation (/es/ for Spanish)
• Separate Spanish URLs set up and configured

Content Translation:

• All core pages translated into Spanish
• All product pages translated (full product range)
• Navigation translated for both languages
• Homepage translated and configured
• About, Blog, and Contact pages translated
• Meta titles and meta descriptions translated for SEO in both languages
• Image alt text translated across both languages

Technical Multilingual SEO:

• hreflang tags implemented correctly across all pages
• Separate XML sitemaps for English and Spanish
• Canonical URLs configured per language
• Spanish language pages properly indexed
• No duplicate content issues between language versions

Ongoing Management:

• New product pages (e.g. Lumber Wrap Fabric added in 2025) translated and added in Spanish
• New blog content published in both languages
• Translation updates managed as content evolves

What We Did:

We delivered a sustained 15-month SEO programme building Anita Plastics’ organic visibility for industrial fabric and packaging searches across both English and Spanish in the US market.

Technical SEO (Ongoing):

• Full technical SEO audit at engagement start
• Core Web Vitals monitoring and optimisation
• Page speed improvements
• XML sitemap management (separate English and Spanish sitemaps)
• robots.txt configuration
• hreflang implementation and monitoring
• Schema markup (Organization, Product, LocalBusiness)
• Canonical URL management across multilingual setup
• Crawl error monitoring and resolution
• Internal linking strategy across product and blog pages

On-Page SEO (English):

• Keyword research for US B2B industrial fabric and packaging searches
• Homepage and About page optimisation
• Meta title and description optimisation across all pages
• Heading structure (H1/H2) corrections and improvements
• Image alt text across product imagery

On-Page SEO (Spanish):

• Spanish keyword research for US Hispanic B2B market
• Spanish product page optimisation
• Spanish meta titles and descriptions
• Spanish blog content SEO guidance

Content SEO:

• Blog content strategy targeting informational and product-related keywords
• Articles covering industrial fabric applications, product guides, industry use cases
• Internal linking from blog content to product pages
• New content recommendations based on keyword opportunities

Local/Business SEO:

• Google Business Profile setup and optimisation
• US-based manufacturer positioning
• Industry directory citations

Monthly Reporting:

• Organic traffic performance (English and Spanish)
• Keyword ranking progress
• Technical health updates
• Monthly recommendations

What We Did:

We set up and managed Google Ads campaigns targeting B2B industrial buyers in the US searching for fabric manufacturing, industrial bags, and related packaging products.

Campaign Structure:

Search Campaigns (English):

• Separate campaigns per product category:
• Tightly structured ad groups per product type
• Keyword match type discipline (phrase and exact for quality control)
• Negative keyword lists (consumer/retail terms excluded)
• Location targeting — US national

Search Campaigns (Spanish):

• Spanish-language search campaigns targeting US Hispanic B2B buyers
• Spanish ad copy and landing pages (WPML Spanish pages)
• Spanish keyword targeting for industrial fabric and bag searches

Ad Copy:

• B2B manufacturer positioning (US-based, direct from manufacturer)
• Product-specific headlines and descriptions
• Call extensions (direct phone number)
• Sitelink extensions (product categories, contact, quote request)
• Callout extensions (US manufacturer, bulk orders, custom specifications)

Conversion Tracking:

• Google Ads conversion tracking setup
• Contact form submission tracking
• Phone call tracking
• Quote request tracking

Ongoing Optimisation (Monthly):

• Keyword performance review and refinement
• Negative keyword expansion
• Bid adjustments based on performance
• Ad copy testing
• Quality score improvements
• Budget allocation across campaigns
• Monthly performance reporting

What We Did:

We set up and managed an email marketing programme for Anita Plastics — nurturing existing contacts, re-engaging past enquiries, and keeping the brand visible to B2B buyers throughout long industrial purchasing cycles.

Setup:

• Email marketing platform setup and configuration
• Contact list import and segmentation
• Email template design (branded, professional, mobile-responsive)
• Unsubscribe and compliance setup (CAN-SPAM)

Campaign Types:

• Product Newsletters:
• Educational Content:
• Promotional Campaigns:
• Re-engagement:
• Bilingual Emails:

Performance Tracking:

• Open rate and click rate monitoring
• List health management (bounces, unsubscribes)
• Monthly email performance reporting
• A/B testing of subject lines