Building a B2B TechnicalWebsite from the Ground Up.
Tellus Materials | Website Operations Lead
My role
As the sole Website Operations Lead at Tellus Materials, I built and managed the entire digital presence for this green hydrogen technology company. In a lean team of fewer than 10 people, I owned the full spectrum of web operations — from technical development to content strategy to marketing execution. I established website architecture, created all technical content, developed marketing campaigns, managed EDM distribution, analyzed platform data, and collaborated directly with leadership to plan quarterly content strategies. My strength in workflow design and self-management enabled me to deliver ahead of schedule while continuously proposing process improvements and new initiatives.
Opportunities & Approach
Technical Accessibility
How might we make complex hydrogen technology understandable for B2B decision-makers who aren't technical experts?
Content Layering Strategy
Created three content tiers: (1) executive summaries with business benefits, (2) technical overviews with diagrams, (3) detailed technical bulletins. Developed visual comparison charts showing cost/efficiency vs. traditional energy.
Brand Authority
How might we establish credibility in the green hydrogen industry as a Taiwan-based company competing with global players?
Thought Leadership Content
Launched regular "Technical Bulletins" and "International Trends" blogs with original research and industry analysis. Highlighted partnerships with global leaders (FuelCell Energy, Boston Metal). Positioned CEO as industry expert through content.
Lead Generation
How might we capture qualified B2B leads from website visitors in a niche technical industry?
Strategic CTAs & Content Gating
Designed context-aware contact forms on product pages. Created downloadable technical specs as lead magnets. Built newsletter subscription flow with segmented content. Implemented GA4 event tracking for lead quality analysis.
Self-Management
How might I effectively manage 10+ concurrent projects as the sole web operations person without missing deadlines?
Workflow Systematization
Built project management system with priority matrix. Created standard operating procedures for recurring tasks. Implemented time-blocking for deep work. Established weekly review process for continuous improvement.
A technical website built for clarity and conversion
Bilingual platform serving B2B customers across green hydrogen, energy storage, and power generation sectors.
View Case
Glimpse of Outputs
Content Marketing → Lead Generation
Analyzed rising electricity costs and positioned energy storage as cost-reduction solution for manufacturers.
Content campaign generated 25% increase in high-intent consultations from target industries.
Audience-Segmented EDM Marketing
Tailored energy storage cabinet solutions for large enterprises and ROI-driven equipment for SMEs.
By leveraging tracking data to refine content, achieved 50-60% open rates and increased inquiry rate from 2% to 8%.
SEO Competitive Intelligence → Strategy Pivot
Detected a 180% MoM surge in energy storage search volume via Semrush.
Recognizing a gap in our current coverage, I alerted the CEO and successfully pivoted the Q2 content strategy to prioritize energy storage cabinet solutions and market visibility.
Data-Driven Content Strategy Optimization
Implemented systematic content performance analysis to identify high-converting topics. Discovered "Sodium-Ion Battery Rise" article achieved 15% product page conversion—3x industry benchmark.
Pivoted content strategy to prioritize battery storage themes, resulting in sustained pipeline growth.
Quarterly Content Planning Sessions
Established monthly content performance review to guide product focus rotation across energy solutions portfolio. Analyzed conversion patterns to identify market interest signals and strategically shift content resources.
Approach: Measure article-to-product conversion by category. Allocate 60%+ content bandwidth to highest-converting vertical each month while testing emerging themes. Example: January data showed battery storage at 15% conversion; pivoted February strategy accordingly, then rotated to next high-performer based on March signals.
Results: Maintained consistent lead generation while staying responsive to evolving market interests across product lines.
Impact and Outcomes
