defrancq.nl
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Defrancq: The B2B Wholesaler's Digital Evolution
How a 36-person Dutch wholesaler dominates niche keywords and builds a digital moat.
In the unglamorous world of wholesale construction materials, Defrancq isn't just moving boxes—they're orchestrating a digital-first supply chain for Dutch roofers. While competitors cling to catalogs, this 36-person operation is quietly building a search empire around 'goten' and 'bakgoot'.
"They're not selling products; they're capturing intent. Every search for 'goten' is a qualified lead walking into their digital storefront."
The Niche SEO Strategy
Defrancq dominates hyper-specific construction terms that most B2B wholesalers ignore. With 14,610 monthly searches for 'goten' (gutters) and 960 for 'bakgoot' (box gutter), they've positioned themselves as the digital answer to very specific trade queries. This isn't accidental SEO—it's a calculated capture of long-tail commercial intent where competition is low but conversion potential is high.
The One-Stop-Shop Architecture
Their physical footprint in Rijen and Zwaag supports a modern production strategy that feeds their digital promise. With 59% of traffic coming organically, they've essentially built a hybrid model: digital catalog meets local manufacturing. The modern production facilities aren't just cost centers—they're content engines that feed product data, specs, and availability into their digital ecosystem.
The tech stack reveals a pragmatic approach: Tailwind CSS and Bootstrap for rapid front-end development, jQuery and Slick for legacy compatibility, and Hotjar for understanding user behavior. They're using Google Analytics and Tag Manager for tracking, but notably missing advanced CRM or ERP integrations visible in the stack. This suggests a company still in digital transition—digitally savvy in marketing but potentially lagging in backend integration.
- Keyword dominance in specific trade terms (goten, bakgoot, frana)
- Hybrid digital-physical model with local production feeding online demand
- Social presence across YouTube, Facebook, LinkedIn, and Instagram for B2B engagement
- Modern tech stack (Tailwind, Bootstrap) but potential integration gaps
The Digital-First Wholesaler Playbook
Defrancq proves that even in traditional B2B wholesale, capturing digital intent and pairing it with local execution creates an unbeatable competitive moat.
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Open Graph Image
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Meta Tags
Welkom bij | Defrancq®
Defrancq® Nederland B.V. is een one-stop-shop voor de professionele dakdekker en installateur. In onze moderne productieafdelingen in de filialen in Rijen en Zwaag wordt er elke dag een grote hoeveelheid maatwerk geproduceerd die in heel Nederland bij de installateur geleverd wordt – op eigen adres of op locatie. Denk daarbij aan zetwerk in materialen zoals zink, koper, aluminium, plastisol, verzinkt staal en lood, maar ook maatwerk goten en buizen. Naast maatwerk kan Defrancq® vanuit voorraad een diep en breed assortiment standaard non-ferro materialen leveren: hemelwaterafvoer, standaardgoten en toebehoren, blad- en snijlood, zink en koper in blad en op rol. Ook voor de dakdekker is het bij Defrancq goed winkelen. Op het gebied van dakbedekking zijn wij van alle markten thuis. Denk daarbij aan bitumen, epdm, pvc, leien (natuur- en vezelcement-), isolatie, daktrim, lichtkoepels en bevestigers.
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About defrancq.nl
Defrancq® Nederland B.V. is een one-stop-shop voor de professionele dakdekker en installateur. In onze moderne productieafdelingen in de filialen in Rijen en Zwaag wordt er elke dag een grote hoeveelheid maatwerk geproduceerd die in heel Nederland bij de installateur geleverd wordt – op eigen adres of op locatie. Denk daarbij aan zetwerk in materialen zoals zink, koper, aluminium, plastisol, verzinkt staal en lood, maar ook maatwerk goten en buizen. Naast maatwerk kan Defrancq® vanuit voorraad een diep en breed assortiment standaard non-ferro materialen leveren: hemelwaterafvoer, standaardgoten en toebehoren, blad- en snijlood, zink en koper in blad en op rol. Ook voor de dakdekker is het bij Defrancq goed winkelen. Op het gebied van dakbedekking zijn wij van alle markten thuis. Denk daarbij aan bitumen, epdm, pvc, leien (natuur- en vezelcement-), isolatie, daktrim, lichtkoepels en bevestigers.
Company Overview
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Technology Stack
defrancq.nl uses 19 technologies across their website including YouTube Embed, Font Awesome, Elasticsearch, and more.
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YouTube Embed
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Zendesk
Traffic & Audience
defrancq.nl receives approximately 4.2K monthly visitors and ranks #4,122,461 globally. The website has a bounce rate of 34% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:36 on the site.
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