A website for an ABS manufacturer: from digital strategy to page one of Google

ELIX Polymers manufactures ABS, PC/ABS and polymer modifiers at its plant in Tarragona, whose origins go back to 1975, and sells them to manufacturers of automotive, health, home appliance, consumer goods, electronics, construction and toy products across half the world. It's a chemical industry with a parent company in China: it has been part of Sinochem International since 2019 and leads the group's ABS business outside Asia. Its corporate website, in Spanish, English and Chinese, is the showcase for its catalogue and its certifications for buyers, engineers, suppliers, candidates and its own team. In 2024 ELIX put the renewal of that website out to tender, and we won it.

ELIX's previous website had been built in 2015 on a custom framework that had become obsolete, with an unsupported PHP version and a structure that hadn't changed in almost ten years. The design showed its age, navigation wasn't designed for mobile, product documentation lived outside the website, and every change depended on an external supplier. For a company that competes in highly technical markets, where a procurement engineer looks for a specific datasheet and wants it in two clicks, that was a business problem, not just an image one.

ELIX knew what it wanted: a safer, faster website that was easier to manage; an information architecture that cut the clicks to reach any piece of data; a product catalogue with its datasheets built into the website; lead capture through forms, a newsletter and job postings; the usual three languages, including Chinese; and a dashboard to measure monthly whether the website was meeting its goals. And before any of that, it asked for something not every brief asks for: understanding its audiences and defining a strategy.

The challenge was to build that website without skipping the order. Strategy first, then information architecture and design, and only then development, with an ELIX team split between Tarragona and China validating every step.

We started with research. In November 2024 we ran four working sessions with the ELIX team on the company and the brand, the environment and the competition, the audiences, and the website's goals and requirements. That produced the strategy deliverables: the digital diagnosis, the user profiles, the requirements document and the KPIs we'd use to measure the result. On that basis we defined the information architecture and the content plan, the clickable wireframes for every template on desktop and mobile, and the design, with three graphic proposals for the homepage and a complete design system built from the one chosen.

In development we built the website on the latest version of Drupal, in a single installation serving Spanish, English and Chinese, with batch translation and the Chinese version reviewed by the parent company itself. The biggest change is in the product: the catalogue, which used to live in ELIX's internal document management system, now has its master repository on the website, with product pages, datasheets and downloadable documentation, a product search tool on the homepage, and product lines linked to each industry and each service. Around it sit the lead capture forms (sales, press, suppliers, partners, innovation, gated downloads), the vacancy and CV manager, the newsletter integrated with Mailchimp, the LinkedIn latest-news module, a case-study content type featuring partners and clients, the certifications section, the accessibility widget, and the integration of a chatbot from an ELIX external supplier. We migrated the news, video and event archive, set up analytics with GA4 and Search Console, and built a Power BI dashboard with the KPIs defined in the strategy.

We launched the website on 9 September 2025, on the planned date and in time for the sector's October trade fair. Next came training for the editorial team, with a dedicated session for HR, a manual with video tutorials and a repository of every available module, plus a hypercare period. And since then we've carried on with support: a bank of hours for new developments, a digital performance audit at the six-month mark, and the rollout of structured data so search engines and AI engines better understand who ELIX is and what it makes.