Static PDFs and long product lists made it slower to locate a precise part, grade, finish or dimension and limited how much catalogue information search engines could understand. Macro needed a structure that supported detailed product research without forcing specialist buyers into a consumer checkout pattern. It also had to make product data manageable internally, so accuracy and discoverability could improve together as the catalogue developed.

Bespoke catalogue development, CMS integration, UX architecture and technical SEO created an enquiry led experience. Buyers can filter by grade, finish and dimension, open relevant datasheets and collect products for discussion instead of being pushed toward an ecommerce cart. Behind the interface, the custom CMS supports structured product data and document updates, helping the Macro team keep detailed specifications accurate and easier to publish.

We studied how technical buyers describe categories such as hygienic fittings and process valves, then used those relationships to organise navigation, filters and CMS fields. The same structure gives search engines clearer product context to index. This groundwork made the catalogue more precise for engineers, more useful during procurement review and more manageable for the team responsible for maintaining specifications and supporting documents.