| Client | ZeinLey |
| Industry | Pharmaceutical packaging and drug delivery systems |
| Headquarters | Ningbo, China |
| Platform | WordPress, multilingual |
| Key services | Content strategy, Design, Copywriting (CN + EN), WordPress, Dual hosting, Baidu + Google SEO |
A New Brand With Nothing on Paper
ZeinLey is a pharmaceutical packaging supplier headquartered in Ningbo, China. The company manufactures drug containment solutions (ampoules, cartridges, pre-filled syringes, vials, ready-to-use containers) and drug delivery systems (auto injectors, dual chamber devices, pen injectors, transfer devices). They serve pharmaceutical companies both in China and internationally.
They had just gone through a full rebrand: new identity, new positioning, new visual direction. And now they needed a website to go with it. But not just any site. ZeinLey needed a bilingual platform that could serve both the Chinese market and international pharmaceutical clients at the same time, with separate infrastructure for each.
The biggest challenge here wasn’t technical though. It was content. Nothing had been written yet. No site map, no page structure, no copy, not even a clear idea of what information should go where.
For a company in the pharmaceutical packaging space, where product specifications need to be precise and regulatory credibility matters, you can’t fill that gap with a template and some placeholder text. ZeinLey needed a team that could start from zero. Figure out what the website should say, structure the whole thing, write it in two languages, and then build it on WordPress with two separate hosting environments.
Content First: Interviews, Structure, and the Limits of AI
The project started where it actually needed to start: content strategy. Before we opened WordPress, before we got into design, we sat down with ZeinLey’s team and started doing interviews. Product managers, technical staff, sales people. We needed to understand how to present their drug containment and delivery product lines, what their Chinese pharmaceutical clients care about versus international buyers, and how to structure a website that covers complex product categories like pre-filled syringes, auto injectors, and dual chamber systems in a way that actually makes sense to the people browsing it.
This phase took longer than most clients expect it to. There’s a belief now, pretty widespread, that AI tools can handle website content. And to some extent that’s true if you already have source material to work with. But when you’re starting from nothing, no existing content, no internal docs to pull from, no messaging framework, AI doesn’t really help much. You still need someone to sit in those interviews, make the structural decisions, figure out what goes where, and then validate everything with the people who actually know the products. ZeinLey didn’t have any of that groundwork done, so that’s where we started.
Writing for Two Markets, Not Translating From One
Once the content architecture was locked in we wrote all the copy natively in both Chinese and English. Not translated from one to the other but written independently for each audience, with the right tone and the right terminology for each market. When you’re describing drug delivery systems and pharmaceutical-grade containment products, the technical language has to be exact. Getting it wrong doesn’t just look unprofessional, it can undermine credibility with pharmaceutical buyers who know exactly what these products are and how they should be described.
Writing for the Chinese market isn’t translation. It’s a different editorial process with different expectations, different phrasing, and different assumptions about what the reader already knows.
Design came after the content. We built layouts that matched ZeinLey’s new brand identity, keeping the bilingual structure clean so users in either language could find what they needed without getting lost. Everything got integrated into WordPress with full multilingual support.
Two Markets, Two Servers, Two SEO Strategies
On the infrastructure side, we set up dual hosting. One server physically located in China, serving the Chinese-language version with fast load times and local regulatory compliance. One server outside of China for the English-language version, serving international pharmaceutical clients.
Each version was optimised for its own search engine:
| Market | Hosting | SEO | Language |
|---|---|---|---|
| China | Server in mainland China | Baidu optimisation | Chinese |
| International | Server outside China | Google optimisation | English |
Analytics were set up on both sides so ZeinLey could actually track what was happening in each market separately.
The Outcome: From Blank Page to Two Live Websites
ZeinLey now has a fully bilingual website running on two separate hosting environments. Chinese pharmaceutical clients get a fast, locally hosted site optimised for Baidu. International buyers get a version built for Google, hosted outside China. Both versions present ZeinLey’s full product range, from ampoules and vials to auto injectors and pen injectors, with the technical detail and precision that pharmaceutical industry buyers expect.
The content, the design, and the infrastructure all reflect the company’s new identity, and all of it was built from scratch, content included. For a pharmaceutical packaging supplier launching a new brand across two markets with nothing written on day one, that’s a lot of ground to cover. It’s all live now.
The website
Services used in this project
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