Industrial · United Kingdom
Specialist manufacturer
Buyers searching in technical language the site never uses, and RFQs arriving too incomplete to quote. Capability pages plus a structured RFQ that asks for what an estimator actually needs.
An invented business, built to show how the system works when the problem is specific. Every design and engineering decision here is real. The company is not, and no result, metric or testimonial is claimed.
The brief
A precision components manufacturer, twenty-five staff, selling B2B into industrial buyers. Revenue comes from repeat contracts won through RFQs.
Approach
Treat the site as an information design problem rather than a brochure, and make the first reply a quote instead of a list of questions.
Parts of the system used
The situation
Buyers search using materials, tolerances, processes and certifications. The site contains none of that vocabulary, so it is invisible for the searches that would actually produce work — while ranking comfortably for the company name, which nobody searches who does not already know it.
RFQs arrive as unstructured email, usually missing something an estimator needs. That starts a clarification loop measured in days. A competitor who can quote the same day wins on response time alone, regardless of who is better at the work.
The approach
Say what you actually do, in the words buyers use. Capability pages organized by process and material. Specification tables, tolerance ranges, certifications and equipment lists presented as readable content rather than buried in a PDF.
Design for utility, not beauty. This is deliberately not a pretty site. It is dense, precise and fast to scan — an information design problem, and the right project to demonstrate that the studio can do that as well as consumer work.
Ask for what an estimator needs. A structured RFQ collecting material, quantity, tolerance, finish, timeline and a drawing upload in a single pass, with an automatic completeness check that requests anything missing immediately rather than after a human reads the email.
Route by capability. Enquiries directed by material and process to the right estimator, with a follow-up sequence on the quote itself.
Visual direction
Precise and technical. Monochromatic with a single functional accent, strong tabular data design, engineering-drawing influence, tight grid. Near-zero decorative motion.
Start here
Your business is not a concept.
If any of this sounds like your situation, tell us what is happening now and where it stops working.
A short note is enough to start. We reply within one business day, and the first conversation is a working session, not a pitch.