Company Landing Page, Lead Management & RAG Chatbot for a Chemical Distributor
How we built a modern product showcase website with integrated lead capture, backend lead management, and an AI-powered RAG chatbot that answers product questions and collects user information for follow-ups.
An established chemical distributor had an outdated static website with no lead capture, no product search, and no way for potential customers to get quick answers about product specifications, safety data, or availability. Sales enquiries came solely through phone calls, and the team had no structured lead management — losing track of prospects and missing follow-up opportunities.
Four problems we were handed to solve.
Outdated website with zero lead capture capability
The existing static site was purely informational with no forms, no CTAs, and no way to convert visitors into tracked leads. All enquiries came through a single phone number.
No structured lead management or follow-up process
Incoming enquiries were noted on paper or in email threads. No CRM, no status tracking, no assignment logic. An estimated 30% of leads were never followed up.
Customers unable to self-serve product information
Product specs, safety data sheets, and availability required calling during business hours. After-hours visitors had no way to get answers, leading to lost opportunities to competitors.
Sales team spending 40% of time on repetitive product Q&A
The same questions about product compatibility, safety handling, and minimum order quantities were answered manually dozens of times per week — time better spent closing deals.
The Strategy & Implementation Plan
Next.js Product Landing Page
Built a modern, fast-loading Next.js website showcasing the full chemical product catalogue with search, filtering, detailed product pages, and strategically placed lead capture forms throughout the user journey.
Flask Backend & Lead Management
Developed a Flask API backend to handle form submissions, store leads in PostgreSQL, and provide an admin dashboard for the sales team to view, assign, and track lead status through the pipeline.
RAG Chatbot for Product Q&A
Built a Retrieval-Augmented Generation chatbot trained on product catalogues, safety data sheets, and company FAQs. The chatbot answers product questions in natural language and collects user contact information for sales follow-up.
Lead Intelligence & Follow-up Automation
Chatbot interactions are logged and converted into qualified leads with context (what products they asked about, their use case). Automated email notifications alert the sales team within minutes of a new lead.
Results & Upgraded System
The upgraded system delivered measurable transformation across all key metrics. What was once a manual, error-prone process is now fully automated with real-time visibility and intelligent exception handling.
Collaboration model & success factors.
Domain-Specific RAG Training
We ingested the full product catalogue, all safety data sheets, and 2 years of email Q&A history into the RAG system. The chatbot answers with genuine product expertise, not generic responses.
Seamless Lead Handoff
Every chatbot conversation that reveals purchase intent automatically creates a qualified lead with full conversation context — so the sales team picks up exactly where the chatbot left off.
Iterative Content Improvement
We set up a feedback loop: unanswered chatbot questions are flagged weekly, and new knowledge is added to the RAG index. The system gets smarter every week without engineering intervention.
More stories from the field.
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