A corporate website structured around what buyers actually search for

A components manufacturer selling through distributors and directly to engineering teams. The website was a company brochure: an organisational chart rendered as navigation, with divisions, subsidiaries and a news feed, and product information buried in downloadable PDFs.

The people it needed to reach were engineers and procurement specialists searching for a component specification, not for a company.

Keyword and intent research was run against the way engineers actually search: by specification, by application, and by the problem being solved – not by product family name or brand. The resulting information architecture is organised on those three axes, with the corporate structure content reduced to the small section it deserves.

A content audit found a substantial body of genuinely useful technical material trapped in PDFs. Converting that to structured web content, with the PDF retained as a download, was the largest single opportunity identified.

Products were modelled as structured records with typed specification fields, application tags, related products and downloadable documents – not as free-text pages. That makes specification tables consistent, comparison possible, and structured data accurate, because the markup is generated from the same fields the page displays.

The design system is deliberately plain and information-dense. For this audience, a specification table that is easy to scan on a phone is worth considerably more than a photographic hero. Type, spacing and table design took most of the design effort.

The site was built as a custom theme over a structured content model, with a component library the editorial team assembles pages from – rather than a page builder that allows every page to become unique.

Technical SEO was part of the build rather than a later pass: one canonical form per URL, generated sitemap, structured data emitted from the product fields, a deliberate internal linking model from applications to products to related content, and breadcrumbs throughout.

The performance budget was agreed before design sign-off. The pages carry no web fonts, use vector graphics for diagrams, and serve product photography in modern formats at correct responsive sizes.

Specifications became findable. Content that had existed for years inside PDF files became indexable pages that answer the query someone actually typed.

Operationally, the change that mattered most to the client was smaller and less visible: the marketing team can now add a product, and it appears correctly in navigation, in search, in the sitemap and in structured data without anyone writing code.