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Case studies / Qwatso Water

Industrial water treatment

Busy on the surface, silent underneath — rebuilt to lead buyers forward

A long-running industrial supplier with deep knowledge and strong partners — but a website that left buyers to work out what it all meant.

By Richerd Ho, web conversion strategist · Updated October 2026

Qwatso Water treatment website before and after the conversion redesign — stronger message, clearer trust, higher conversion
Qwatso Water — before and after the redesign.

Redesign in progress — launching soon at qwatso.com.

What was going wrong

Experience, services and partners were all there, but decision makers had to scroll, guess and work out the answer themselves.

The information was there — the order was not

Experience, services and partners were all on the page. But decision makers had to scroll, guess and work out the answer themselves.

It described the company, not the problem

The site started with who they were. But industrial buyers visit a site because something is going wrong and costing them money.

Long sales cycles, no path

Business buyers research quietly for weeks before contacting anyone. Nothing on the site helped them with that research.

What changed

It starts with the real problem — water and chemical issues that quietly cost money — then answers one question in each section, in order.

1

It opens with the buyer’s problem

Water and chemical problems that quietly cost money — named on the first screen, in the words buyers use at work.

2

One question per section, in order

The page follows how buyers really decide: Is this my problem? Can they solve it? Have they done it before? What happens next?

3

Proof placed at the hesitation points

Partners and technical qualifications appear where a buyer might hesitate — not all at once at the top.

Why it works

Industrial buyers are not just buying a service. They are buying peace of mind — and that is built one section at a time.

In the client’s words

“Richerd guided us professionally on how to write for conversion, then set the site up to convert.”
Wilson · CEO, Qwatso

What to take from this for your own site

You don’t need the same type of business for these to apply. Three lessons that work for almost any small business website.

Open with what the problem costs.

Industrial buyers come because something is going wrong and costing money. Name that first; your company history can wait.

Follow the buyer’s evaluation order.

Is this my problem? Can they solve it? Have they done it before? What happens next? One question in each section, in that order.

Support the quiet research.

Business buyers compare for weeks before they make contact. Clear technical pages they can read and share with their team do the selling for you.

Going deeper: The website conversion guide.

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