Skip to main content
Chykalophia

Telling Industries · B2B Manufacturing

Telling Industries: a complex product line, finally easy to buy

A metal framing manufacturer with a technically complex product line had no real way to show it online. We rebuilt the brand, the site and the path to a sales call, plus a custom product configurator, and qualified leads tripled within a month of launch.

Result sheetTelling Industries

3×

Qualified leads within a month of launch

Measured by
Bookings and qualified calls that reached Telling's sales reps, before and after launch
Recognition
Web Excellence Award
The challenge1/3
Buyers couldn't work out which product they needed, so they called and waited or left. The site undersold a 200-person manufacturer.
What we did2/3
A new brand, site structure and sales flow built around how Telling's customers buy, plus a custom product configurator.
The result3/3
Qualified leads tripled within a month of launch, and the site won a Web Excellence Award.
Timeline

About 6 months for the brand and site, about 8 with the configurator. On time and on budget.

Telling Industries makes metal framing: structural and non-structural studs and track, connectors, clips and accessories, sold to the contractors, architects and engineers who specify and install them. It's a team of more than 200 people, and the product line is technically complex.

The problem

The website didn't show that complexity in a way buyers could use. They couldn't work out the right configuration on their own, so they called and waited, or left. A serious manufacturer was being represented by a site that undersold the engineering behind it.

The same buyer, before and after the rebuild.

Before: the old site, archived February 12, 2023

Telling's old homepage: a black header with eight uppercase menu items, a phone number and a search box, the line The Leader in Metal Framing Innovation over a black hero with one Contact Us Today button, then four image tiles.
Wayback Machine capture, February 12, 2023

After: the site we built, today

Telling's homepage today: a quote and submittal bar, a clear menu with a Product Finder button and product search, the headline Build Better and Stronger with Our Innovative Solutions beside photos of the work, and two cards for solutions and product details.
The homepage a buyer landed on, before and after. The old hero played a background video, which the archive didn't keep, so it shows black.

Two kinds of visitor, one site

Telling's customers buy in one of two ways, and the site had to work for both. Some want a quick answer with no friction. Others have already contacted Telling, and the salesperson needs to find the right product, show it and gather the quote details fast, on the same site.

InteractivePick a buyer, then click each step to see why we built it.1 of 8 steps seen

Engineers, architects and contractors who want a quick answer

Step 1 of 4

Opens the product finder

They need
An answer now, without waiting for a call back.Telling
The data
67%of B2B buyers prefer to buy without a sales rep at all.Source: Gartner, March 2026 (646 B2B buyers)
So we built
A product finder anyone can use without help, so these buyers never queue for a rep.
One site, built for both ways Telling’s customers buy. Every step shows what the buyer needs, the research behind it and what we built for it.

The questions both bring are the ones we found across what manufacturing buyers check before they send an RFQ: can I find the right product, can I trust the specs, and is it easy to ask for a quote.

What we built

  1. Buyer arrives
  2. Talks to sales
InteractiveOur part: everything in between. Tap a piece to see why it mattered.
Hand-offOnce a rep is on the call, the sales process is Telling's own. We left it as it was and made sure the site supports it.
How the product finder works, simplified. The attributes are the ones on Telling's live finder.
Telling's site today: the homepage, the product finder and a product category page with specs in plain text.

How long it took

The brand and website took a little over six months. The configurator needed more back-end work and followed shortly after, for about eight months in all. It was delivered on time and on budget.

The results

Qualified leads tripled within a month of launch. We measured it by the bookings and qualified calls that reached Telling's sales reps, before and after the new site went live. The rebuilt site also earned a Web Excellence Award, and Telling now uses it as a proof point with their own customers.

Qualified leads, measured as bookings and qualified calls that reached Telling's sales reps. Shown as an index: the month before launch = 1×.
“The site they built earned a Web Excellence Award and tripled our inbound leads. We use it as a case study with our own customers now.”
Chuck HabaPresident & CEO, Telling Industries

If your catalog is complex too

Most manufacturers don't need a configurator. They need specs on real pages, certifications where buyers look, and a short path to a quote.

Quick check · 3 questions

Does your site have Telling’s old problems?

  1. Can buyers find the right product without calling you?
  2. Can they get the specs they need in a few clicks?
  3. Can your sales team use the site to answer questions on a call?

Answer all three to see where you stand (0 of 3).

Check it yourself, free

See where buyers get stuck on your site

The free Conversion Leak Scorecard checks your site for the gaps that send buyers to the phone or away.

Want the full picture first? How we work with manufacturers

Ari and Peter Krzyzek, Chykalophia co-founders

Or talk it through

A free call with Ari and Peter

Up to an hour with the co-founders on your catalog, your buyers and where the site loses them.

Book a call

More results