A Pharma Product Catalog the Client Runs Themselves, Built to Be Indexed and Believed
How we built MSL Biotech's website: a Sanity-powered catalog with salt compositions and packaging details, WhatsApp enquiries from every product page, honest trust signals, and a technical SEO pass that got Google to crawl the site.
Client
MSL Biotech Private Limited
Location
Panjabari, Guwahati, Assam, India
Timeline
Multi-Phase Engagement (July – October 2026)
Role
Lead Full-Stack Developer & Technical SEO Engineer
Team
1 person
Live Site
www.mslbiotech.inMSL Biotech Private Limited is a pharmaceutical marketing company based in Panjabari, Guwahati, registered in 2026. Its tagline is "Medicine Save Life." The company markets tablets, capsules, syrups, and nutraceuticals made by third-party WHO-GMP certified manufacturing partners, and sells to doctors, chemists, and distributors, including PCD franchise partners across Assam and the Northeast. For a pharma company, the website is a credibility check. A chemist or distributor considering a franchise will look up the company, read the product list, check the compositions, and decide whether to call. We were brought in to build that site from scratch: a corporate brand site, a product catalog with full composition and packaging details, and a fast way to start a business conversation. The work ran in phases from July to October 2026, with the client adding real products as they became available.
Client Results
Two Canonical Bugs Fixed, Every Page Crawlable
First, every page declared the homepage as its canonical, telling Google to ignore it. We gave each page its own. Second, every canonical, the sitemap, and robots.txt pointed at the bare domain, which Vercel redirects to www, so each page's canonical bounced back to itself. One SITE_URL constant now controls the host everywhere.
No More Lost Enquiries
Replaced a form that silently discarded submissions with a WhatsApp handoff. Every enquiry now reaches the company's WhatsApp number.
Products Added Without a Developer
The client publishes products through /admin. New products go live within about 60 seconds and are added to the sitemap with their real modification date.
Every Claim on the Site Can Be Verified
Removed a fabricated visitor count, fake star ratings, an invented founding date, made-up product and state counts, and a manufacturer certification claim the company did not hold.
Lighthouse Audit
Google Search Console
Performance Overview
Core Web Vitals
The project had four problems to solve: (1) **A catalog that keeps changing**: MSL Biotech adds products over time. Every new product needs photos, a salt composition, indications, packaging, and storage instructions. If each addition needed a developer, the catalog would fall behind the business. (2) **Leads that went nowhere**: the first version of the enquiry form posted to a placeholder API route that validated the input, logged it, and showed a success message. Nothing was saved or sent, so any real enquiry submitted on the live site was lost. (3) **Claims the company could not support**: early copy carried placeholder trust signals: "Trusted by 5,000+ families & pharmacists," 5-star ratings on product cards with no review system behind them, a 2011 founding date, and "120+ products across 28 states." The company's own CIN, shown on the site, records incorporation in 2026. The site also called MSL Biotech a WHO-GMP certified manufacturer, when it is a marketing company that works with certified manufacturers. In a regulated industry, a buyer who spots one false claim stops trusting the rest. (4) **Pages Google would not index**: after launch, Search Console listed every URL except the homepage as "Discovered – currently not indexed."
- 01
Build a product catalog with category filters, search, and a detail page per product showing composition, indications, packaging, storage, and a medical disclaimer.
- 02
Let the client add and edit products without a developer, through an admin panel on their own domain.
- 03
Make WhatsApp and click-to-call the main enquiry channels, with product details pre-filled in the message.
- 04
Remove every claim on the site that the company cannot document, and describe the business accurately as a marketing company.
- 05
Get every page and product indexed: correct canonical URLs, a sitemap with real modification dates, Organization structured data, and Search Console verification.
- 06
Ship the legal pages a pharma site needs: a DPDP-compliant privacy policy, terms, and a Schedule H prescription disclaimer.
The site is built on Next.js 16 (App Router), React 19, TypeScript, and Tailwind CSS v4, and deployed on Vercel. It includes a homepage, About page, product catalog, product detail pages, a contact page with a map, Privacy Policy, Terms, Medical Disclaimer, and a custom 404 page. **Catalog CMS.** We embedded Sanity Studio inside the site at /admin, so the client manages products on their own domain instead of a separate tool. The product schema matches what a chemist needs to see: name, category, image gallery, description, salt composition, dosage form, packaging, indications, storage, and a featured flag. Product pages are server-rendered from Sanity using GROQ queries and refresh every 60 seconds (ISR), so a product published in the admin panel goes live without a redeploy. We switched off Sanity's own CDN cache after it delayed a newly published product, since ISR already handles freshness. The Studio's dependencies are isolated in a client component, which keeps them out of the server render and the public pages' bundle. **Enquiries.** We removed the placeholder API route and moved both the enquiry modal and the contact form to WhatsApp. The form builds a correctly encoded message from the visitor's details and opens WhatsApp with it ready to send. Each product page has its own "Enquire on WhatsApp" button that names the product in the message. A floating WhatsApp and call button appears on every page. **Honest copy.** We removed the fabricated visitor count, star ratings, founding date, and product and state counts. The About page now says plainly that MSL Biotech is a newly registered company, and its stats show the live product count from Sanity and the real registration year. A fake testimonials section was removed rather than replaced. When the client told us the company markets rather than manufactures, we updated the title, description, keywords, structured data, web manifest, homepage, About page, footer, catalog banner, Terms, and Disclaimer so that WHO-GMP certification is attributed to the manufacturing partners and nowhere to MSL Biotech itself. **Technical SEO.** We added page titles and descriptions targeting "pharmaceutical marketing company Guwahati," a keyword set built from the real product categories and the PCD franchise angle, Organization JSON-LD with the registered address, phone number, and CIN, and Open Graph and Twitter cards. Search Console's "Discovered – currently not indexed" report led us to two separate bugs, both described in the results below. The sitemap lists every static page and every Sanity product, and each product entry carries its real last-edit date from Sanity. We left lastmod off the static pages rather than stamp them with a made-up date. The site also installs as a Progressive Web App with an offline-capable service worker, using the MSL Biotech logo as the launcher icon.
Key Features
Self-Managed Product Catalog
Sanity Studio is embedded at /admin on the client's own domain. Products added there appear on the live site within about 60 seconds, with no developer or redeploy needed.
Pharma-Grade Product Pages
Each product has its own page with salt composition, indications, dosage form, packaging, full storage instructions, a photo gallery, and a medical disclaimer, plus its own title, description, canonical URL, and Open Graph image.
WhatsApp Enquiry Flow
The contact form, the enquiry modal, and every product page open WhatsApp with a pre-filled message that includes the product name, so leads reach the phone the team already answers.
Searchable, Filterable Catalog
Eight product categories (tablets, capsules, syrups, nutraceuticals, pediatric, diabetes, gastro, personal care) with search, category filters, and horizontally scrollable category cards on mobile.
Structured Data and Legal Pages
Organization JSON-LD with the registered address, phone, email, and CIN, plus a DPDP-compliant privacy policy, terms, and a Schedule H prescription disclaimer.
Local Discovery Strategy
NAP Consistency
MSL Biotech Private Limited, H.NO 60, Satgoan Road, Nowapara Bagharbari Ghy, Panjabari, GMC, Kamrup - 781037, Assam, India | Phone: +91 98597 57710 | Email: info@mslbiotech.com
Local Keywords
Target Areas
“We are a new company, so our website has to earn trust on its own. Locallify built a site that shows every product properly, with the composition, packaging, and storage details our partners ask about. We add new products ourselves from the admin panel and they appear on the site within a minute. Enquiries come straight to our WhatsApp. They also took out anything we could not stand behind, which matters in pharma, where one wrong claim makes people doubt everything else.”
Buddha Dev
Co-founder · MSL Biotech
Questions & Answers
Q1Why did Google refuse to index the site's pages?
Two separate canonical tag bugs. First, the canonical URL was set only in the root layout, so every page declared itself a copy of the homepage. We gave every page its own canonical. Second, Vercel serves the site on www.mslbiotech.in and redirects the bare domain to it, but the canonicals, sitemap, and robots.txt all used the bare domain, so each page's canonical pointed at a URL that redirected back to it. A single SITE_URL constant now sets the host for canonicals, the sitemap, robots.txt, and structured data.
Q2How does the client add new products?
Through Sanity Studio, embedded at /admin on their own domain. They fill in the name, category, photos, salt composition, indications, packaging, and storage, then publish. The product page goes live within about 60 seconds and is added to the sitemap with its real last-edit date.
Q3Why remove the visitor counts and star ratings? Don't they help conversions?
They were placeholders with nothing behind them, and some contradicted the company's own registration record. Pharma buyers such as doctors, chemists, and franchise partners check claims, and one they can disprove undermines everything else on the page. The site now shows only facts the company can support: the registered address, CIN, real product count, and the actual composition of each product.
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