Portfolio / B2B e-commerce and SEO
A catalogue that sells the way this business sells.
Ortotex imports and distributes orthopaedic, medical and wound-care devices across Colombia. It sells to distributors, medical supply stores and clinics through sales reps — not through a classic checkout. We rebuilt the site on WordPress and WooCommerce around that reality: a catalogue renamed to the clinical terminology INVIMA requires, product pages with real size and colour variants, hand-written metadata across more than 54 URLs, and a WhatsApp button that opens the conversation with the product, the price and the link already written.
01The brief
They had a site. They had no strategy.
Ortotex arrived with a shop window: present online, but not working. Forms failed because mail delivery was misconfigured, pages had no consistent metadata, and the catalogue was written in colloquial names and English loanwords — the way products are named across a counter, not the way regulation requires.
The deeper mismatch was structural: the site offered a classic shopping cart to a business that sells through commercial advice. A distributor buying by volume doesn't close in a checkout; they ask a rep for price, stock and terms. The brief was to align the site with that sale — and leave it indexable, navigable and compliant — without breaking what was already published.
Before: what didn't close
- 01SMTP failures in forms and notifications
- 02No metadata, no architecture for rankings
- 03A classic cart in a rep-led sale
- 04Colloquial product names in the catalogue
- 05Main banner cropped on screen
- 06No testimonials, FAQ or spec sheets
Our role
Building and maintaining the site on WordPress and WooCommerce, fixing technical faults, navigation architecture, renaming the catalogue, on-page and content SEO, page copy and legal documents. Ongoing work, not a hand-off.
02Architecture
Three decisions before touching a template.
The site wasn't redesigned for looks: it was reordered around how a medical supply distributor actually buys in Colombia.
The catalogue speaks clinical.
Every product was renamed to terminology INVIMA recognises, with the brand moved to its own field. Not a style choice: Article 424 of the Colombian tax code requires that language for the VAT exclusion, and a colloquial name loses the buyer that benefit.
Structure follows the product lines.
A menu by product line — soft supports, podiatry, adhesive tapes, elastic bandages, sport line — surgical drapes as their own section, breadcrumbs on every product page, and a footer carrying the full site map.
Conversion is a conversation.
The primary button on every product opens WhatsApp with the message already written: product name, price and link. The visitor types nothing, and the rep receives the full context in the first message.
03The idea
What this catalogue had to settle.
A medical product's name isn't copy: it's a regulatory fact.
In medical devices the product page is the commercial document. The name decides whether the sale qualifies for the VAT exclusion, the health registration decides whether it can be offered at all, and the size decides whether the order arrives usable. All of it lives in the same place where the search engine reads the title and the buyer makes the call.
So the work started with the catalogue, not the home page. Renaming 100% of the products, separating brand from product name, checking that registrations were current, and converting everything sold by size into variable products is what makes a page rankable, quotable and shippable without fixing each order by hand.
NameNavigateClose
04The system
From catalogue to conversation.
One product crosses every piece: named in compliance, structured in WooCommerce, published with its metadata, and landing in a WhatsApp message that already carries context.
WordPress
Site and contentWooCommerce
Catalogue and variantsCSV · UTF-8 BOM
Clean importsINVIMA
Naming and registrationsYoast / Rank Math
On-page metadataWhatsApp Business
Commercial close
- 01
Rename the catalogue
The whole catalogue moved to recognised clinical terminology, with the brand separated from the product name and health registrations checked for validity.
- 02
Convert to variable products
19 products sold by size or colour moved from simple to variable, with global attributes and their variation rows generated.
- 03
Audit the prices
All 169 catalogue rows were updated using the total value — credit plus delivery — as the authoritative source, with a validated CSV and an audit report before importing.
- 04
Reconcile catalogue and stock
Inventory items with no counterpart in the store were identified and documented, rather than half-created so the catalogue claims something the warehouse can't back.
- 05
Write the metadata
Hand-written titles and descriptions for more than 54 URLs, within useful length and formatted to load straight into the SEO plugin instead of being typed one by one.
- 06
Reorder the navigation
A menu by product line, breadcrumbs on product pages, search, a top bar with coverage and contact details, and a footer carrying the full site map.
- 07
Put WhatsApp on every page
Each product generates a prefilled message with its name, its price and its link: the catalogue stops being a shop window and becomes the entrance to the sales conversation.
- 08
Publish trust and compliance
Testimonials with names and cities, FAQ blocks per section, downloadable spec sheets, INVIMA and warranty badges, plus warranty, terms and data-protection policies under Colombian statutes 1581 of 2012 and 1480 of 2011.
One catalogue · eight stages · one conversation
05SEO and content
Indexable, readable and written with intent.
SEO for a distributor isn't won on word count: it's won by being compliant, being specific, and answering what a professional buyer actually asks.
Every URL says who it is.
Titles and descriptions written for more than 54 URLs, a proper heading hierarchy, self-referencing canonicals, Open Graph and Twitter Card. Product pages also expose type, availability and price in their metadata.
The pages that were missing.
Home, About, Surgical Drapes, Sales Support, Become a Distributor, FAQ and the 404 page were all written, along with long-form pages for the PharmaDrape and Incifilm lines with a ten-section structure and structured data.
Briefs built to be quoted.
The blog was planned around distributor search intent in a question-and-answer format — the shape conversational search engines and AI overviews actually cite.
06The work
What the catalogue took.
Not campaign metrics: the pieces that had to be put in place for the catalogue to be rankable, quotable and shippable.
- 54+
- URLs with their own title and description
- 19
- Products migrated to variable (size / colour)
- 169
- Price rows audited before importing
- 100%
- Of the catalogue in clinical terminology
07Visual system
Clinical cyan and a green that only means WhatsApp.
Brand · Top bar
- HEX
- #009BB7
- RGB
- 0 · 155 · 183
Legible accent in text
- HEX
- #00768A
- RGB
- 0 · 118 · 138
Backgrounds and surfaces
- HEX
- #8EC8D3
- RGB
- 142 · 200 · 211
The single closing button
- HEX
- #139237
- RGB
- 19 · 146 · 55
Long-form reading
- HEX
- #868686
- RGB
- 134 · 134 · 134
08Typography
One family in three registers.
Poppins Light
Aa Bb Cc — 0123456789
ExtraLight 200 · Light 300
Poppins Regular
Aa Bb Cc — 0123456789
Regular 400 · Medium 500
Poppins SemiBold
Aa Bb Cc — 0123456789
SemiBold 600 · Bold 700
Importadores y distribuidores
clamp(34–56) · -1% · 200/600Campos quirúrgicos estériles listos para entrega inmediata
clamp(26–40) · 0 · 600Tobillera elástica con banda
clamp(18–24) · 0 · 600Made from resistant elastic fabric with graduated compression and a figure-of-eight reinforcement band that stabilises the ankle during physical activity.
16 / 27 · 0 · 400Comprar por WhatsApp · Producto líder
12 / 16 · 8% · 60009The site
What a distributor sees.
A coverage and contact bar that never leaves the screen, a menu by product line, and a slider that separates the three promises of the business: portfolio, surgical drapes and commercial support.
Size selector, buy-on-WhatsApp button, sizing table, INVIMA, warranty and lead-product badges, and a downloadable PDF spec sheet.
The same path on a phone, which is where a distributor opens the catalogue between visits: pick a size, tap the button, and you're already in the conversation.
The in-house Neoflex Aid line sits on the home page with a WhatsApp button per product, next to the three things a buyer asks first: coverage, certification and advice.
Specific social proof: three distributors with name, role and city — Bogotá, Medellín and the Coffee Region — instead of unsigned generic praise.
10The outcome
A catalogue that now works as a sales channel.
ortotex.com is live with the catalogue in clinical terminology, product pages with real variants, hand-written metadata on every audited page, published trust signals and legal documents that meet Colombian law. Every product opens a WhatsApp conversation with its context already written — which is exactly how this company sells.
The work stays open: an editorial blog running, content briefs written with AI search in mind, and the retirement of the cart button on variable product pages, the last piece needed for the site to speak with a single commercial voice. A catalogue site isn't delivered; it's operated.
Stack
- 01WordPress · WooCommerce
- 02Elementor · Slider Revolution 7
- 03Yoast / Rank Math
- 04Google Tag Manager
- 05WhatsApp Business · prefilled message
- 06UTF-8 BOM CSV · global attributes
- 07INVIMA · health registrations
- 08Statutes 1581/2012 · 1480/2011
How it runs
The catalogue is maintained through validated imports: audit the CSV, fix it before upload, document what stays open. Every bulk change to products passes a decision point with the client, so nobody reworks 169 rows twice.
More work
If your catalogue isn't compliant, neither is your SEO.
In regulated sectors your content has an owner: the product name, the health registration and the data policy decide what you can publish and what you can charge. If you sell that way and your site still pretends to be an ordinary store, that's exactly what we put in order.
Tell us about your project