Dakar B2B Digital Commercial Platform
- Dakar, Senegal
- 2025
- BRANDING AND COMMUNICATIONS
POSITION developed a bilingual commercial website for a Dakar services group, organising capabilities, delivery evidence and enquiry pathways around buyer evaluation needs.
The challenge
The existing website listed services but did little to help a procurement lead establish relevance, assess experience or contact the right team. French and English content had diverged, and business units maintained inconsistent descriptions of their work. Enquiries arrived without enough context for qualification. The group needed a digital platform that functioned as commercial infrastructure rather than a static corporate brochure or an isolated marketing asset.
Our approach
POSITION mapped buyer questions and internal enquiry handling before defining the site's information architecture. Service pages connected commercial problems, delivery methods and relevant portfolio evidence. Bilingual content workflows assigned ownership and review responsibilities, while accessible components and performance testing supported use on varied devices and connections. Enquiry forms captured proportionate qualification information and routed requests to responsible teams, with privacy notices and content governance incorporated into the implementation.
The result
The website became a structured point of commercial evaluation, giving prospective customers clearer routes through the group's capabilities and experience. Enquiries reached teams with more useful context, while content owners had defined responsibilities for keeping both language versions aligned. Reusable components supported future service and portfolio additions. The platform connected external presentation to internal business development processes without treating website traffic alone as evidence of commercial success.
Outcomes
- Buyer-led bilingual information architecture
- Qualified and routed commercial enquiries
- Governed digital content platform