Industrial B2B catalogue on WordPress: the FM Pipe Fitting case study
Not every Costa Blanca web project is tourism or hospitality. With FM Pipe Fitting (fmpipefitting.com) we built an industrial B2B catalogue on WordPress: ductile iron fittings, couplings, flange adaptors and dismantling joints for technical buyers across Europe and LATAM.
The challenge: selling technical products to other businesses
FM Pipe Fitting supplies industrial pipe solutions (waterworks, EN545 and related standards). Their typical buyer does not impulse-purchase: they compare specs, request quotes and need engineering trust from the first screen.
The site had to do three things well:
- Organise a complex catalogue without overwhelm
- Signal engineering credibility (not a generic storefront look)
- Make B2B quoting easy — no retail cart, quote requests instead
What we built with WordPress and WooCommerce B2B
We set up WooCommerce for quotation, not retail checkout: “Request Quote” / “Solicitar cotización” actions, a bilingual EN/ES catalogue with Polylang, and a structure built around product silos (dismantling joints, flange adaptors, pipe couplings, and more).
In practice that means a different UX from a local services site:
- Product pages with data useful to people who specify (pressure, type, use)
- Clear category navigation in English and Spanish
- Performance and on-page SEO for product URLs and category hubs
- Forms and CTAs aligned with a B2B sales cycle
SEO and content: from product page to hub
Beyond development, the project included ongoing on-page SEO: unique H1s, category hubs, interlinking between products and technical blog content (standards, common joint mistakes, LATAM industrial supply). The goal is not to “look big”: it is to help an engineer or buyer find the right product family and take the next step.
The homepage communicates shipping to LATAM and Europe, technical support and a direct message: premium industrial fittings for B2B applications.
How this differs from tourism or local SME sites
On projects like Kenkatsu Benidorm or local lead-gen landings we prioritise booking, neighbourhood trust and fast conversion. On FM Pipe Fitting we prioritise catalogue clarity, market languages (EN first, ES operational) and a quote funnel. Same agency, same WordPress; different business problem.
If your company sells to other businesses — industry, export, technical catalogues — the website must speak that language. See more in our projects.
Outcome and next step
Today fmpipefitting.com is a living B2B platform: catalogue, multilingual setup and quote-first conversion. At Siente La Red we design and build this kind of custom WordPress from Villajoyosa for Costa Blanca clients and international projects.
If you need a B2B catalogue, a WooCommerce store without a retail cart, or a bilingual industrial site, let’s talk with a closed scope.
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