Website Redesign & Strategic Repositioning for Metalmark Handicrafts ⸻ Project Overview Metalmark Handicrafts is an India-based export house specializing in handcrafted décor and utility products across multiple materials including brass, aluminium, iron, wood, steel, glass, and mixed media. The objective of this project is not cosmetic redesign. The objective is to reposition the website into a global, B2B-focused, export-ready sourcing platform that communicates credibility, scale, process maturity, and long-term partnership value to international buyers. ⸻ Primary Goals • Reposition Metalmark Handicrafts as a long-term global sourcing partner, not a catalog vendor • Build confidence for international wholesale buyers, importers, retailers, and project clients • Clearly communicate end-to-end export capability from production to port • Present products as quote-driven, customizable, bulk-ready offerings ⸻ Target Audience • International importers & distributors • Wholesale buyers • Interior brands, hospitality buyers, corporate gifting companies • Private label / OEM buyers This is B2B export-focused, not D2C retail. ⸻ Scope of Work 1. Website Structure & UX Create a clear, conversion-oriented structure with the following core pages: 1. Home 2. About Metalmark (capability-led, not emotional storytelling) 3. Global Trade (key decision-making page) 4. Product Categories (grouped by material) 5. Custom Development & Private Label 6. Contact / Trade Inquiry (RFQ-focused) ⸻ 2. Homepage Requirements The homepage must immediately communicate: • Export readiness • Multi-material expertise • Quality control & consistency • MOQ flexibility and customization • End-to-end handling (production → packaging → port) Hero section must focus on Global Trade + Craftsmanship + Scale, not generic imagery. ⸻ 3. Global Trade Page (Critical Page) This page should function as a capability dossier, not marketing prose. Required sections: • Materials & Sourcing • Production & Finishing Standards • Quality Control & Batch Consistency • Export Packaging & Logistics • Custom Product Development • Private Label & OEM Capabilities Tone: process-driven, structured, confidence-building. ⸻ 4. Product Presentation • Products displayed as export catalogue, not retail items • No pricing shown (quote-based model) • Emphasis on: • Material • Finish options • Customization potential • Bulk readiness • Export packaging compatibility ⸻ 5. Visual & Brand Direction • Premium, dark luxury aesthetic • Industrial elegance (charcoal, black, warm brass tones) • Clean layouts, minimal clutter • High-impact visuals over quantity • Square image formats preferred (Shopify-optimized) ⸻ 6. Content & Tone Guidelines • Corporate, assured, export-oriented language • Avoid emotional artisan storytelling without operational proof • Focus on reliability, scalability, and partnership mindset • Messaging should reduce sourcing risk for international buyers ⸻ Platform • Shopify (existing setup) • Freelancer expected to work within Shopify constraints and best practices ⸻ Deliverables • Complete website redesign (desktop + mobile responsive) • Updated content structure and copy placement • Optimized UX for trade inquiries • Visual consistency across all pages • Basic SEO hygiene (structure, headings, metadata readiness) ⸻ Success Criteria • Website clearly positions Metalmark as an export-ready sourcing partner • International buyers can immediately understand capabilities without external explanation • Site supports lead generation via RFQ / inquiry, not direct checkout ⸻ Important Note This project prioritizes strategic clarity and buyer confidence over decorative design. All design and content decisions should align with global trade credibility.