MarilEc: A Conversion-First Site for a Lumber Supplier
A task-based lumber catalog built around how customers actually buy — describe your build, get the material spec, volume, and delivered price in minutes. Multi-channel ordering, a board-volume calculator, and same-day dispatch logic.
CLIENT
Марий Лес (MarilEc)
Lumber supplier
MarilEc — Yoshkar-Ola
LOCATION
Yoshkar-Ola, Mari El, Russia
Regional building supplies market
DELIVERABLES
Task-based catalog · Board-volume calculator · Multi-channel lead capture (Telegram / MAX / phone) · Delivery pricing system · Product catalog with grades & pricing · SEO for regional lumber queries
BY THE NUMBERS
12+
task-based SEO pages built
< 1s
page load time
3
contact channels integrated
THE PROBLEM
Customers don't know what to order
Most lumber buyers don't arrive with a precise cut list. They know they're building a bathhouse, a roof, or a frame house — but not the section, grade, or volume they need. A standard product catalog assumes the customer already knows the SKU, which loses the large share of buyers who need guidance first. The challenge was to build a site that converts uncertainty into orders: capture the "I'm building X" intent, route it to a fast human reply, and make pricing and delivery transparent enough that customers trust the quote before they call.
Buyers arrive without a spec
The majority of customers don't know the exact section, grade, or volume — a SKU-first catalog loses them immediately.
Price uncertainty kills leads
Without visible pricing and delivery costs, customers hesitate to even ask, assuming it'll be a slow back-and-forth.
Slow, single-channel contact
Phone-only contact during business hours meant lost evening and weekend intent.
Invisible on regional search
No presence for "pиломатериалы Йошкар-Ола" and city-level delivery queries across Mari El.
Lead with the question, not the catalog
Instead of opening with a grid of SKUs, the site opens with the customer's real situation: "Not sure which board you need for your build?" The hero captures intent and promises a spec, volume, and delivered price — even without an exact list. Pricing is shown upfront on every category so buyers can gauge budget instantly. A board-volume calculator removes the guesswork on how much to order. Three contact channels (Telegram, MAX, phone) capture leads whenever intent strikes, with a 30-minute response promise in working hours.
Calculator & task-based catalog — the conversion core
The site's engine is the combination of a cubic-meter board calculator and a "catalog by task" structure. Customers pick what they're building (frame, roof, bathhouse, floor, fence) rather than browsing raw SKUs — the site maps the task to the right materials, sections, and grades, then helps calculate the exact volume so they neither overbuy nor come up short.
- ✓Board-volume calculator (cubic meters from dimensions and quantity)
- ✓Task-based catalog — browse by what you're building, not by SKU
- ✓Upfront pricing on every category for instant budgeting
- ✓Delivery cost estimates by city across Mari El
- ✓Multi-channel lead capture: Telegram, MAX, phone, and short form
"Most customers come without a list. Now the site does the first half of the conversation for me — by the time they call, we already know what they're building."
Transparent pricing over "request a quote"
Many building-materials sites hide all prices behind a "request a quote" wall, which adds friction and makes buyers assume the worst. We did the opposite: minimum prices on every category, per-unit and per-cubic-meter pricing on products, and published delivery rates by city. Showing price upfront builds trust before the first message — the customer arrives at the conversation already confident, not suspicious.
OUTCOME
- ✓Customers arrive pre-qualified — they describe the build, the site captures the spec
- ✓Upfront pricing and delivery rates reduce hesitation before first contact
- ✓Three contact channels capture leads outside business hours
- ✓Strong regional SEO presence across Yoshkar-Ola and Mari El delivery cities
- ✓4.4 rating on Yandex Maps, with real reviews from contractors and private builders
Screenshots
Results
MarilEc launched as something most lumber suppliers in the region don't have: a site built around the customer's uncertainty rather than around a product list. The bet was that meeting buyers where they actually are — "I'm building a bathhouse, I don't know what I need" — would convert better than a wall of SKUs, and it held up. Customers now arrive at the conversation already halfway through it. They've described their build, seen real prices, and gauged delivery cost before anyone picks up the phone, which means the team spends less time qualifying and more time closing.
The combination of upfront pricing, the task-based catalog, and the cubic-meter calculator did the quiet work of building trust. Instead of a "request a quote" wall that makes people assume the worst, every category shows a real starting price and every product its grade and per-unit cost. That transparency is the difference between a visitor who hesitates and one who messages with confidence — and with three channels open (Telegram, MAX, and phone), that intent gets captured whenever it strikes, not just during business hours.
On the visibility side, the site now holds real presence across Yoshkar-Ola and the surrounding Mari El delivery cities, pulling in regional search traffic that the business previously had no way to reach. Backed by a 4.8 rating on Yandex Maps and genuine reviews from both contractors and private builders, MarilEc went from a phone-and-warehouse operation to a business that captures, qualifies, and converts demand online — without losing the fast, human, no-bureaucracy feel that earned its reputation in the first place.