CORE Transformers: B2B lead generation website

We led the front-end development of the CORE Transformers website, covering the homepage, transformer category pages, and individual product pages for padmount, substation, and dry-type units. As a lead-generation site, the priority was a fast, confident path to a quote rather than a traditional checkout flow — visitors can filter by transformer type, capacity, and voltage, then move straight into a targeted contact form. Beyond the catalog, it's also CORE's corporate site, with about, facilities, careers, press releases, support, warranty, returns, credit application and terms pages.

Since CORE Transformers operates B2B, every path to purchase runs through a form rather than a cart. To support the sales team's evolving needs, we built a reusable, JSON-driven form architecture — each of the seven forms (Request a Quote, Sell a Transformer, Repairs, Rentals, Customizations, Credit Application and Returns) is generated from a config rather than hand-coded from scratch. Every service across the site opens the same modal form through a URL parameter, such as ?contact=request-a-quote or ?contact=repairs. This let us create and adjust forms quickly as sales requirements changed, while also simplifying submission handling and test logic across the board. Each form submission is tracked in GA4 as a key event, giving the sales team clear visibility into lead volume and source. To keep these business-critical forms reliable, we set up daily automated Playwright tests, catching issues before they could affect a lead.

We developed the site's motion through custom WebGL and Three.js sequences and GSAP-driven scroll and interaction effects. All of the interaction and motion details are designed to work across all breakpoints while staying performant, highlighting the precision and engineering quality that reinforces the brand's positioning as an industry leader.

We structured a Contentful-powered catalog spanning CORE's full transformer lineup, modeled around engineering specifications rather than marketing copy: padmount units up to 11 MVA and 45 kV, dry-type up to 15 MVA and 35 kV, substation up to 100 MVA and 230 kV, and the ProCORE line of ready-to-ship units up to 30 MVA, drawn from an inventory of over 1,000 transformers.

The content model accommodates the build standards CORE works to, including ANSI, IEEE, NEMA and DOE, and lets the CORE team update specs, availability and lead times without developer support.

We developed dedicated pages for the markets CORE serves, including renewables and data centers, allowing the brand to speak directly to different buyer segments with tailored messaging, while funneling each into the same streamlined quote request flow.