Since 2018
An industrial supplier's site that speaks to two sets of rules
Vanilla, flavours, tobacco: the same product is not named the same way in Europe and in the United States. The public site handles that, from the copy through to the form.
public pages indexed, in French and English
regulatory regimes served side by side, Europe and the United States
qualifying steps before a brief reaches the sales team
The context
An ingredients trader does not sell on its website: it receives requests there, and the quality of a request decides how much time is lost afterwards. A plain message box produces briefs nobody can act on, which then have to be rescued by phone. And the same vanilla is not described with the same words on both sides of the Atlantic, where denominations are regulated.
The workflow, in motion
The same product, two sets of rules
The same vanilla pod is not named the same way on both sides of the Atlantic: denominations are regulated, and a literal translation becomes a breach.
Denomination served to the visitor
Vanilla Extract — 21 CFR 169.175
FDA Standard of Identity: strength and name are set by the text.
The need: flavour, ingredient, or simply getting in touch.
The product, with fields that only appear when they apply.
Contact details last — once the request is already qualified.
The brief lands in the internal tool
With its region and its own fields, with no re-keying: sales know which market before calling back.
The Europe / United States choice is made by the visitor, never inferred from their IP address.
What we did
- The public site, server-rendered: home, product ranges, catalogue, company and blog, each with its own title and description.
- The three-step brief form — need, flavour solution, contact details — with product fields appearing in cascade.
- Its American version, using FDA denominations, chosen explicitly by the visitor: the region and the US-specific fields travel with the request.
- Forwarding the brief into the client's internal tool, with no re-keying.
- An internal news space per territory, so teams can see what is happening beyond their own site.
What changed
- Briefs arrive qualified: the sales team knows which product and which market before calling back.
- Regulatory denominations are no longer a translation problem: they are two forms, owned as such.
- An article published in one language is announced in that language only: no half-translated page served to search engines.
- The site and the internal tool share one database: what comes in through the form is immediately usable.
The services involved
This engagement drew on the following expertise. Each has its own page, with its method and its deliverables.
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