Otamendi & Cía — Web Design & B2B Copywriting
Lucia Barcia
My Role
Web Design · Information Architecture · B2B Copywriting
Context
Otamendi & Cía is one of the most recognized companies in the Golfo San Jorge region of Patagonia. For years, they were known primarily for their five YPF fuel stations — a household name for anyone living or working in the area. But the company had quietly grown into something much larger: heavy transport, crane and lifting operations, special cargo logistics, and fuel and lubricant distribution across the country.
The problem was that none of this was visible online. Their existing website only reflected part of who they were — and the part it left out was exactly where they had the most room to grow.
"Most competitors described what they did. None of them made it easy to actually hire them."
Hero section
Process
I started by sending a structured questionnaire to four or five people within Otamendi to gather context from different areas of the business. This was followed by a series of meetings and a general brief. From there I built two layout proposals in Figma — structural prototypes showing how the information could be organized and what kind of copy each section would need.
One of the main challenges was working with multiple stakeholders — several people with different perspectives, all involved in the decision-making process. It required patience and clear communication to consolidate feedback without losing direction. Despite the complexity, the process was always respectful and we managed to align the team around a clear structure.
Services
Result
Otamendi went from being a company with gas stations to a diversified industrial group with a digital presence to match.
100% of services now visible and accessible online
5 business units each with direct contact per area
National reach — no longer limited to the Patagonian region
Metrics
997 unique visitors · 1.9K total pageviews
3m 15s average session — visitors are reading, not bouncing
~150 visits to the contact page — the primary goal of the redesign
49% bounce rate — strong engagement for a B2B industrial site
347 visits from Google — organic search working from day one
/izajes page already receiving organic traffic — a service that didn't exist online before
Like this project
Posted May 22, 2026
Full web redesign for a Patagonian industrial group — restructuring 5 business units into one clear, conversion-focused B2B site.
Likes
0
Views
1
Timeline
Dec 15, 2025 - Jan 31, 2026
Clients
Otamendi & Cía
