SMEs are the engine of the economy —most of the world's businesses and jobs— but they are also especially vulnerable to climate change: they rely on few suppliers and on the stability of their local community.

Every business decision adds emissions and, together, SMEs weigh heavily on the total. But they can't do it alone. IKEA supports its B2B customers in their climate transition, and to do so it partners with the SME Climate Hub (SMECH), an international non-profit initiative that gives SMEs resources for their climate transition.

The challenge: between IKEA's content and the complexity of SMECH's tools there was a gap that lost many SMEs somewhere in the funnel. Research with SMEs showed we had to help them understand their own role and how the tools contribute to their business's impact.

From this comes a non-linear experience, with different entry points to the tools depending on each SME's level of maturity.

Each page follows a Why / What / How structure: why to act, what emissions and their scopes are, and how to use SMECH's tools. The structure that closes the knowledge gap.

And it proposes a single action —calculate emissions, join the community, set targets, reduce, report— ending in a concrete SMECH resource, not generic content.

Among the most clicked CTAs, case studies from other SMEs by sector: they answer the distrust of generic information that the research uncovered.

Nearly 20% of visits complete the journey through to SMECH's climate tools.

On engagement, the hub almost doubles IKEA's comparable business page (44.7% vs 24%), with more than two minutes spent on the page.