Corporate Website Design Case Study: Guangzhou Baiyunshan Chenliji Pharmaceutical Factory Co., Ltd.

For enterprises with deep historical roots, balancing "cultural depth" with "commercial conversion" in the digital space is often a significant challenge. We understand that simple online displays fail to move modern users, yet excessive commercialization can dilute the authority of a time-honored brand. Our core proposition in designing the official website for Guangzhou Baiyunshan Chenliji Pharmaceutical Factory Co., Ltd. was how to transform 400 years of intangible cultural heritage assets into tangible brand trust while meeting the stringent compliance requirements of the pharmaceutical industry.

As the "World's Oldest Pharmaceutical Factory," certified by Guinness World Records, Chenliji carries not only the glory of this record but also the dual mission of inheriting Traditional Chinese Medicine (TCM) culture and driving modern pharmaceutical innovation. When we took on this project, we did not view it as a simple corporate website build; rather, we were committed to building an integrated digital solution combining brand asset digitization, compliant pharmaceutical display, and business conversion.

I. Project Background

As a "China Time-Honored Brand," Chenliji boasts a history of over 400 years. Offline, the company operates mature pharmaceutical production lines and the highly valuable "Chenliji TCM Cultural Park." However, during their digital transformation, the enterprise faced the challenge of systematically moving massive historical and cultural resources online while simultaneously addressing the display needs for multiple business lines: prescription drugs, general health consumer products, and industrial tourism.

Our goal was to create an official website that reflects a "sense of historical weight" while aligning with the browsing habits of modern internet users. This required solving the problem of digitizing brand assets and ensuring system stability and security in engineering implementation to match the rigorous standards of the pharmaceutical industry. By deeply organizing the enterprise's core assets, we established an overall strategy: using "cultural endorsement" to build trust, "compliant display" to strengthen professionalism, and "clear navigation" to drive conversion.

II. Project Insights

During our in-depth research and requirements analysis phase, we identified three key pain points for this project and developed targeted product strategies:

First, the difficulty of digitizing brand assets. Chenliji possesses core intangible heritage assets such as century-old tangerine peel and wax shell crafts, along with offline museum resources. However, there was previously a lack of systematic online presentation, preventing these persuasive cultural endorsements from effectively reaching online users. We decided to adopt an "online industrial tourism" strategy, moving the offline museum scenery directly onto the official website to create a "never-ending" brand showcase window.

Second, low trust due to pharmaceutical compliance issues. In the pharmaceutical industry, patients and partners are highly sensitive regarding drug safety and corporate responsibility. Without professional pharmacovigilance channels and authoritative certification displays, it is difficult to eliminate user concerns. Therefore, in the planning phase, we established the principle of "compliance-first design," elevating functional modules like adverse drug reaction feedback to a strategic level.

Finally, navigation confusion caused by complex business lines. With prescription drugs, general health consumer products, and industrial tourism coexisting, users could easily get lost without clear logical guidance. Through the reconstruction of Information Architecture (IA), we utilized visual hierarchy differentiation to clearly separate serious prescription drug business from approachable consumer health goods within the same site, ensuring different audiences could quickly find what they needed.

III. Hero Section & Brand Expression: How We Ensure Immediate Understanding and Trust

The hero section design of the official website at <https://www.gzclj.com.cn/> is the first gateway for communicating brand value. Visually, we avoided flashy special effects and instead adopted a red and gold color scheme that fits the "China Time-Honored Brand" identity. This color combination not only aligns with traditional Chinese aesthetics but also visually transmits a brand tone of tradition and nobility.

To reinforce authority, we prominently displayed authoritative certification marks such as the "Guinness World Record — World's Oldest Pharmaceutical Factory" and "China Time-Honored Brand" in high-frequency positions on the homepage and inner pages. These are not mere decorations but trust anchors carefully designed by us. Leveraging historical endorsement reduces user decision-making costs, allowing visitors to establish initial trust in the brand the moment they enter the site.

Furthermore, we cleverly integrated realistic elements of the "Chenliji TCM Cultural Park" into the hero section and core visual areas. By combining images and text, we brought offline museum resources online, intuitively showcasing core assets like century-old tangerine peel and wax shell crafts. This design not only enriches the visual hierarchy of the page but also allows users to perceive the enterprise's deep cultural heritage and craftsmanship spirit at the very start of their browsing journey.

IV. Information Architecture: How We Turned Navigation into a Customer Decision Path

Information Architecture (IA) served as the skeleton for this custom website development. We constructed a logical narrative line of "Corporate Gallery (History) - Corporate Culture - Product Hall - News Center," guiding users from understanding brand history to learning about specific products.

In terms of navigation design, we subdivided the massive corporate culture content into sub-columns such as ideology, cultural concepts, and safety culture. This subdivision strategy ensures content richness and completeness while avoiding information overload on the homepage, maintaining a clean interface. For the News Center, we adopted multi-dimensional classification (Enterprise News, Media Focus, Party and Trade Union Construction) to precisely meet the information needs of different audiences like investors, the public, and employees.

Addressing the core product display section, we clearly divided the "Big Southern Medicine" and "Big Health" series in the Product Hall. This was a design based on user mental models: prescription drugs are serious and professional, while general health consumer goods are closer to daily life. We used visual hierarchy differences to distinguish between the two, which not only complies with pharmaceutical industry regulations but also improves user browsing efficiency.

V. Conversion Design: Key Nodes from "Understanding" to "Willingness to Inquire"

In official website design, conversion is not just a purchasing behavior; it includes building trust, initiating inquiries, and achieving cooperation. To realize this, we planted the seeds for conversion at multiple key nodes.

Addressing the particularities of the pharmaceutical industry, we set up an entry for "Adverse Drug Reaction/Event Feedback" in a prominent position in the navigation bar. This design not only complies with pharmaceutical industry regulatory requirements but also serves as an excellent trust conversion tool. It conveys a positive signal that the enterprise dares to take responsibility and values patient safety, greatly enhancing professional trust among patients and doctors.

For B2B business, we integrated sales region distribution, inquiry guides, and contact information into the Service Center section. This design provides clear and explicit business docking paths for partners, reducing communication costs. Whether looking for regional heads or conducting business inquiries, users can find the entry point in the shortest time possible.

Simultaneously, we utilized authoritative certifications like the Guinness World Record as trust endorsements throughout the site. By repeatedly reinforcing these honors in key positions such as product detail pages and "About Us" pages through continuous psychological suggestion, we lower user defenses, thereby increasing the probability of inquiry conversion.

VI. Technical & Engineering Implementation: The Underlying Solution Supporting Experience and Growth

To ensure the official website could operate stably over the long term and possess good scalability, we gave careful consideration to technology selection. Based on our analysis of pharmaceutical website characteristics, we adopted a mature and stable PHP CMS architecture. This architecture demonstrates high maintenance convenience and data security when processing updates to massive historical materials, making it highly suitable for content-heavy time-honored enterprises.

Regarding rendering mode, we utilized Server-Side Rendering (SSR). The HTML source code contains complete page text content and does not rely on client-side JS rendering. This decision not only ensures efficient crawling by search engine spiders—laying a solid foundation for technical SEO—but also guarantees that first-screen content displays quickly across all terminal devices, enhancing user experience.

In terms of code standards, we strictly followed semantic standards, using normative H1, H3, and other tags to build the document outline. This not only improves code readability and maintainability but also provides support for accessibility. Additionally, at the technical level, we specifically integrated the form processing logic for the adverse drug reaction feedback channel, reflecting the engineering support for business compliance in pharmaceutical websites.

VII. Mobile Experience: Enabling Judgment and Action on Small Screens

Considering user access habits in the mobile internet era, we conducted special optimization for the mobile experience. The site adopts a structurally clear list layout and semantic tags, ensuring that core text information loads quickly on mobile devices.

In the news section, we adopted a standardized "Date + Title" list format. This design is perfectly suited for mobile users to quickly scan the latest updates, allowing them to access key information during fragmented time. Navigation levels remain flat, with key functions like "Contact Us" and "Inquiry Guide" placed within easy reach, facilitating quick lookups for mobile users.

Regarding performance optimization, image resources use relative path management standards. Combined with the server-side rendering mode, this effectively guarantees basic access speeds even in weak network environments. We employed responsive or adaptive layout strategies, using fluid typography to adapt to different screen widths, ensuring the brand image remains consistent and professional on any device.

VIII. Project Summary

Reviewing the entire project, the official website we built for Chenliji successfully constructed a closed-loop experience of "cultural endorsement - product display - compliant service." By bringing offline museum resources online, we not only solved the problem of brand asset deposition but also utilized authoritative certifications like the Guinness World Record to lower user decision-making costs.

At Wanfeng, we deliver more than a website — an integrated digital solution for brand, trust, and conversion. In this project, we perfectly blended over 400 years of TCM culture with modern pharmaceutical standards, reinforcing the brand endorsement of intangible cultural heritage while reflecting the social responsibility and compliance of a pharmaceutical enterprise.

If your industry faces similar website building challenges—such as heavy brand history, high compliance requirements, or complex business lines—we invite you to reach out with your specific business goals for an in-depth discussion.

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Room to Raise the Bar: Where It Could Be Even Better

Driven by our ultimate pursuit of technical details, there is always room for optimization under even higher standards. For instance, the URL structure could undergo pseudo-static rewriting (removing dynamic parameters like index.php?) to further enhance link readability and SEO friendliness. Under higher standards, supplementing page Meta Descriptions and Keywords information would also be beneficial; once completed, this helps improve search engine click-through rates. Furthermore, image resources could be optimized in format (e.g., converting to WebP) and supplemented with complete Alt attribute descriptions to further boost mobile loading performance and accessibility experiences. These directions represent the space we can continue to polish in future iterations—welcome to chat with us about your goals.