SoftGroup — 21 years of pharma,
explained clearly.
Corporate site for a European leader in pharmaceutical serialization — a complex technical domain that needed a website capable of communicating real depth to regulators, procurement teams, and enterprise clients across multiple languages.
The brief.
SoftGroup has been operating in pharmaceutical serialization for over two decades — a highly regulated domain where the technical credibility of your digital presence directly affects whether enterprise prospects take the next meeting. Their previous site was struggling to communicate the depth of their expertise to an international audience.
The brief was to build a corporate site that could serve both the Bulgarian market and European enterprise clients — in multiple languages, with deep solutions pages that explain complex compliance workflows without losing the reader, and lead capture that routes enquiries to the right team.
Constraints
- Multi-language — content in Bulgarian and English at minimum, with the architecture to expand to additional languages as the company grows internationally.
- Technical depth — solutions pages covering EU FMD, DSCSA, and other serialization frameworks; must be accurate and readable to both technical and procurement audiences.
- Lead capture — enterprise prospects need a clear path to request a demo or speak to the team; generic contact forms aren't sufficient.
- Trust signals — 21 years of history, certifications, and client logos need to be presented without looking like a compliance checklist.
Our approach.
We structured the site around the buyer journey for enterprise pharma procurement — not around SoftGroup's internal organisation. Solutions pages are organised by regulatory framework (EU FMD, DSCSA, GS1) rather than by product line, so a compliance officer arriving with a specific mandate finds relevant content immediately.
Multilingual content was implemented with WPML — the most mature WordPress multilingual solution for the corporate content model. Each language version is independently managed, with proper hreflang and locale-specific SEO.
What we built.
Full multilingual architecture
Bulgarian and English content with proper hreflang, locale-specific SEO, and independent language management for the editorial team.
Deep solutions pages
Regulatory framework-oriented solutions architecture covering EU FMD, DSCSA, and serialization compliance — written for procurement and technical audiences alike.
Qualified lead capture
Structured demo request and enquiry forms that collect the context the sales team needs before the first call — not just a name and email.
Trust and credentials section
Client logos, certifications, and a 21-year timeline presented as a narrative, not a compliance list.
Results.
The site launched in 2023. The restructured solutions pages improved time-on-site for international visitors arriving from regulatory search terms. Lead quality improved — enquiries from the new forms were more qualified and required less qualification before a sales conversation could start.
The stack.
- WordPress with advanced custom fields for structured content management across solutions pages
- WPML for multilingual content with proper hreflang and SEO per locale
- Custom theme — corporate design system built around the SoftGroup brand identity
- Lead capture forms with structured routing to the appropriate team by enquiry type