iBuildGreen

Background

iBuildGreen supplies flooring for gyms, sports halls, multisport arenas and other demanding environments in Sweden. Their customers are facility owners, gym chains, municipalities, architects and contractors, people who are planning a specific space and need to know which floor will work in it, how it is built up, what it looks like in real installations and what it will cost.

That makes iBuildGreen's sales process fundamentally B2B. Nobody puts a sports floor in a shopping cart. A buyer compares products, studies how a floor system is layered for their environment, looks at reference projects, and then asks for a quote, a sample or a design proposal. The website's job is not to sell directly. It is to carry the buyer from first interest to a well-informed request that the sales team can act on immediately.

The problem in detail

Before the project, iBuildGreen's knowledge was spread across places that did not work together.

Product information lived in PDFs and old pages. Specifications, downloads and images were scattered across an older website and documents, which made it hard for buyers to compare products and hard for the team to keep anything up to date.

Floor systems were hard to explain. A sports floor is not one product but a build-up of layers that depends on the environment. That expertise was in the heads of the sales team rather than on the website, so every buyer had to ask.

Reference projects were disconnected from products. iBuildGreen had a strong portfolio of installed floors, but a buyer looking at a project could not easily see which products had been used, and a buyer looking at a product could not see where it had been installed.

Enquiries started from zero. Requests arrived as emails with little context. The sales team had to reply with questions before they could start a quote, which slowed everything down and lost some buyers along the way.

Two languages doubled the work. The site needed to serve Swedish and English visitors, and keeping two versions of every page in sync by hand was not sustainable for a small team.

Goals

Together with iBuildGreen we defined what the platform had to achieve:

• Bring every product, specification, image and download into one structured catalogue.
• Explain floor systems by environment and by layer, so buyers can understand a solution without a phone call.
• Connect reference projects to the products used in them, in both directions.
• Let buyers design and request what they need, so that every enquiry arrives with full context.
• Run the whole site in Swedish and English without doubling the editing work.
• Give the team an admin that makes them faster, including help with writing and SEO.

What we built

A structured product catalogue

Products are organised into categories, each with its own images, specifications and downloadable documents. Rather than rebuilding the catalogue by hand, we wrote importers that brought products, downloads and portfolio images across from the previous website and cleaned the content on the way in. Product images from the supplier's image library are imported and optimised automatically, and every image is stored in a media library that produces the sizes each page needs.

The result is a catalogue that buyers can browse and compare, and that the team can update in one place.

Floor systems explained by environment and layer

The heart of iBuildGreen's expertise is knowing which floor build-up suits which space. We modelled that knowledge directly. Floor systems are organised by environment, such as a gym, a sports hall or a multisport arena. Each environment has sections, and each section describes the layers that make up the floor, from the base to the surface. Buyers can see what goes into a floor for their type of space, and the sales team no longer has to explain the same build-up on every call.

Reference projects connected to products

Installed projects are presented as a portfolio with project types and zones, and every project is linked to the products that were used. A buyer reading about a gym installation can jump straight to the floor that was installed, and a buyer looking at a product can see where it has been used in real life. Proof and product are finally in the same place.

A configurator that produces real requests

For buyers who want to see their own design, the site includes a colour configurator built on templates and a managed palette of colours. The buyer chooses a template and colours, sees a preview, and sends the design as a request. The full design is saved with the request, together with a preview image and a PDF, so the sales team receives exactly what the buyer created rather than a description of it.

Quote and sample requests with full context

Every request from the site lands in the admin as a structured quote request. Requests are typed as a quote, a sample or a configurator design, and record where they came from, the product and colour involved, the delivery address and any attachments. The team moves each request through clear statuses, from new to in progress to closed, and keeps internal notes on it. Public forms are protected by a spam guard, so the inbox contains real buyers rather than bots.

The admin dashboard shows new quote requests that need attention, recent requests with their details, and quick actions for the most common tasks, so the sales process starts the moment someone signs in.

Content that supports the sale

Around the catalogue, the site includes everything a B2B buyer looks for before making contact: sustainability features, benefits, trust markers, key figures, testimonials, partners, news posts and homepage videos and slides. All of it is managed in the admin, along with navigation, site pages and site settings, so the team can update the story as the business evolves.

Two languages, one workflow

The whole site runs in Swedish and English. Instead of maintaining two separate websites, content is managed in one place with both language versions side by side, and language-aware routing serves visitors the right version. The admin includes AI assistance that fills in the English version from the Swedish text, so translating a new page takes minutes rather than an afternoon.

AI and SEO tools built into the admin

Writing good product copy and search metadata is time-consuming, so we built help for it directly into the editing screens. With one click, the AI assistant drafts SEO titles and descriptions, excerpts and short summaries for products, pages and posts, based on the content already there. Usage is limited per day so that costs stay predictable, and every suggestion is reviewed before it is saved.

An SEO audit checks the site for common issues and can apply AI-suggested fixes, and the sitemap stays up to date automatically. Landing pages are cached so the public site stays fast.

Technical approach

The platform is built on Laravel with Filament for the admin and Tailwind CSS for the front end. Media is stored on Amazon S3 and served in optimised variants. The legacy importers, the image optimiser, the configurator catalogue, the AI content services and the SEO audit are each separate services, which keeps the codebase easy to maintain and makes it straightforward to replace a provider later.

The AI layer was designed with care. It works from the content already in the system, understands both languages, limits usage per day and can run against a fake client in development and testing, so features can be built and tested without calling an external service.

How we worked

We started by moving iBuildGreen's existing material into the new structure, because a B2B site is only as strong as its catalogue. Importing products, downloads and project images early meant the team could review real content in the new design from the first weeks, rather than placeholder text.

From there we built outward along the buyer's path: catalogue, floor systems, reference projects, configurator and finally the request flow and admin tools. Each step was shaped with the sales team, because they know which questions buyers ask and which details they need before they can quote.

Results

iBuildGreen now has a platform that works the way their buyers do:

• Buyers find the right floor in a structured catalogue and understand how it is built up for their environment.
• Reference projects show each floor in real installations, linked directly to the products used.
• The configurator lets buyers create and send their own design, complete with a preview and a PDF.
• The sales team receives structured requests with product, colour, design and delivery details instead of blank emails.
• The site runs in Swedish and English from one workflow, with AI help for translation, SEO and copy.
• The team updates products, projects and content themselves, without waiting for a developer.

Most importantly, the website has become part of the sales process instead of a separate brochure. It answers the questions that used to take a phone call, and it hands the sales team requests they can act on straight away.

What comes next

With the catalogue, floor systems and request flow in place, future work can build on the data the platform already collects. Quote requests show which products and colours buyers are interested in, and the structured catalogue makes it easy to add new product lines and environments. The platform is maintained under ongoing care, so improvements continue to ship as iBuildGreen's range and market grow.