SEO for Univest-Pack: 3–5x Growth in B2B Inquiries from Europe

Univest (Univest Marketing Company LLC) is one of Ukraine's largest paper packaging manufacturers, producing for over 30 years:

• paper cups;
• molded pulp lids;
• ice cream and popcorn buckets;
• disposable plates and bowls;
• containers, trays and other types of paper packaging.

Its production facilities are located in Fastiv, in the Kyiv region. The company ships products to 18 European countries and has distributors in the United Kingdom, the Netherlands, Estonia, Romania, Poland and Moldova.

When the manufacturer came to Sprava Agency in 2022, they already had a website. Even so, most inquiries were coming from small businesses in Ukraine, while the company's real focus was on winning B2B clients in the UK and EU, with order volumes starting at 100,000 units.

So the client decided to completely rethink the business's digital presence and set out to build a modern catalog-style website focused on the international B2B segment. The project's brief went beyond simply showcasing products and manufacturing capabilities; it needed to become a genuine lead-generation channel for the European market.

To build the image of a reliable European manufacturer, we paid particular attention to showcasing the company's production capabilities, expertise and competitive advantages. To boost conversion, we added contact forms to the site, a quiz for quick order cost estimates, and integrations with analytics and advertising services. We also chose a CMS that would support flexible scaling, easy content management, and full SEO support down the line.

Once the new site launched, the team moved into comprehensive SEO promotion, combining technical optimization, structural development and systematic content work. One priority was scaling the project's keyword coverage by building new landing pages and growing an expert blog. We regularly published material addressing both the informational and commercial queries of potential clients across Europe, covering every stage of the supplier selection process, from initial research through to comparing products and submitting an inquiry.

One of the main technical challenges was slow page load speed, tied to the WordPress builder the site was built on. Despite the optimization work we carried out, the builder's inherent architecture limited how far performance could improve, requiring us to constantly balance functionality, design and speed.

Getting approval on copy, layouts and files for optimization often took longer than planned, which pushed back parts of the work. Still, consistent communication between the teams meant every planned change was eventually rolled out and the goals were met.

The project ran from October 2022 through September 2026. The first stable results showed up in July 2025, when the site began regularly generating 3-4 qualified B2B inquiries a month from organic search.

Thanks to systematic content work, technical optimization and expanded search visibility, the organic channel became one of the main sources of new client inquiries.

By June 2026, the number of inquiries from companies across Europe had grown to 10-20 a month, fully matching the project's original business goal.

SEO is a long-term investment that takes time and effort, especially when the goal is winning large B2B clients in Europe. Systematic work on the site, content and technical optimization helped our client secure a steady flow of qualified inquiries and build a reliable channel for attracting new clients. If you're also looking to grow sales through organic search, reach out to Sprava Agency. We'll build an SEO strategy that helps you hit your business goals.