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Energy Guru Group

How Our Redesign Turned Global Reach into Revenue for a Leading Commodities Trader

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About
the project

Design as a Business Growth Driver

Energy Guru Group is a global commodities trader in oil, metals, chemicals, and gas. While their offline network was thriving, their outdated digital presence wasn’t generating the partnerships or sales momentum they needed.

They came to Lazarev.agency to change that. Our mission: design a conversion-focused digital platform that turns visibility into business opportunities, fuels partner acquisition, and accelerates growth.

The case study is relevant for energy-sector enterprises and mineral resource corporations that are scaling, entering new markets, or investing in a stronger digital presence to attract partners and drive growth.

Results
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The Project’s
Discovery Phase

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First Point

Trustworthy Digital Presence that Boosts Profit

In B2B commodities trading, reputation is currency. We positioned Energy Guru as a trusted global partner by creating a sharp, industry-aligned design system backed by a clear, confident narrative. Every page was engineered to build credibility fast, because the faster trust is earned, the sooner deals close.

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How to Get Started with Enterprise UX Design

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Second Point

Enterprise Growth Framework that Converts Interest into Action

The homepage is structured to guide visitors through a clear decision-making journey. A bold hero section delivers the company’s unique value within seconds, creating immediate clarity and interest. A well-organized product portfolio highlights capabilities and industry expertise in a concise, accessible way. Key performance metrics are positioned to reinforce credibility and reduce uncertainty. The collaboration process is streamlined to remove obstacles, leading potential partners from first impression to committed engagement with ease.

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Third Point

Platform for Scale and Profit

The new platform is structured to support additional markets, services, and languages without costly redevelopment. It also ensures Energy Guru Group can expand its reach while maintaining performance, protecting ROI, and accelerating time-to-market.

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Fourth Point

Messaging That Closes Deals

We sharpened Energy Guru’s value proposition to speak directly to decision-makers in the commodities sector. The messaging is concise, market-focused, and designed to build trust quickly,turning initial interest into high-value conversations that drive revenue.

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Emotion and Design: Designing for Emotional User Experience

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Fifth Point

Contact Flow Optimized for High-Value Leads

We built a partner-ready contact experience designed to convert inquiries into profitable relationships. An easy-to-use request form, document upload capabilities, and a dedicated contact hub give prospects everything they need to start business discussions instantly, no back-and-forth delays.

Energy Guru’s new digital presence is a true growth tool. It attracts serious leads, positions the brand as a market leader, and makes it easier for partners to say “yes”.

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Frequently Asked
Questions

1

What are the best ways to attract business partners through a B2B website in the energy sector?

To attract high-value partners, a B2B website must clearly communicate your value proposition and make it easy for prospects to reach out. While working on Energy Guru Group, we crafted a homepage that shifted their brand from "supplier" to "strategic partner." Interactive elements, clear product benefits, and a seamless contact process led to more qualified collaboration inquiries.

2

How can I showcase complex products like commodities or raw materials online?

Use structured content, high-quality visuals, and motion design to enhance clarity and appeal. For Energy Guru, Lazarev.agency’s team combined distinct visuals for each product with concise, benefit-driven descriptions, making it easier for users to recognize value and explore confidently.

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3

What makes a B2B contact form effective at generating qualified leads?

An effective form reduces friction and invites action. Taking Energy Guru as an example, we redesigned the contact form to include an attachment option, encouraging more detailed initial outreach. This small change helped start focused conversations and boosted close rates.

4

How do you improve engagement on a website for a global industrial company?

Engagement grows when design reflects scale and credibility. For Energy Guru, our team introduced an interactive hero, showcased global reach, and structured the site flow to warm leads turning passive visits into active interest and action.

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5

What's the role of navigation design in increasing B2B conversions?

Poor navigation slows decisions. We crafted Energy Guru’s navigation to guide users effortlessly toward key selling points, using clear structure instead of search reliance. The result is faster understanding, less friction, and higher conversion potential.

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6

How can visual identity impact trust in B2B industries like oil, gas, or metals?

A confident, modern visual identity signals professionalism and stability. Lazarev.agency introduced for Energy Guru a refined look with strategic use of motion, typography, and layout reinforcing industry expertise and building emotional connection with potential partners.

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7

What’s an example of sales-led web design for B2B growth?

Energy Guru’s site is a great example: we prioritized storytelling that leads to action. Instead of selling upfront, the site warms users with context, then introduces offerings and invites contact. This strategy increased inquiries and positioned the brand for long-term growth.

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Kirill Lazarev
Founder of Lazarev.
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