Engineers and procurement teams often arrive with a specific part, grade, finish or dimension in mind. Static PDFs and long product lists made that discovery process slower than it needed to be, while also limiting how much of the catalogue could be surfaced through organic search. Macro needed a structure that could support detailed product research without turning the website into a conventional retail checkout. The revised structure needed to respect how specialist buyers search, compare and shortlist products before speaking to a supplier.

UX architecture, bespoke catalogue development, CMS integration and technical SEO supported an enquiry-led product journey. Users can filter by grade, finish and dimension, then build an enquiry instead of being pushed into an ecommerce cart. Behind the scenes, a custom CMS gives the Macro team a practical way to manage product data, upload datasheets and keep specifications accurate over time. The result gives the catalogue more practical value because product discovery, documentation and enquiry are treated as one connected journey.

We organised categories around how technical buyers search, including terms such as hygienic fittings and process valves. That structure helped the interface serve human users while giving search engines clearer product relationships to index. The result is a catalogue experience that feels precise for engineers, manageable for the internal team and useful for procurement review. That groundwork made the system easier to manage internally and more useful for visitors with precise technical intent.