Turning an engineering catalogue into an international buyer journey

The brief

The manufacturer had deep technical knowledge and a large product catalogue, but overseas visitors had to interpret internal terminology and contact sales before understanding applications, custom capability or quality evidence.

The challenge

The problem was not a lack of information. It was that product data, factory capability and proof were organised around the company rather than the buyer decision. Direct translation would have preserved the same obstacle in another language.

Work completed

• Interviewed the team to separate products, processes, applications and commercial strengths.
• Defined buyer groups and the questions each group needed answered before inquiry.
• Rebuilt the information architecture around product families, capabilities, industries and proof.
• Wrote natural English copy from technical source material instead of translating line by line.
• Designed inquiry paths that carried product and application context into the sales conversation.

Evidence and findings

• Product categories became easier to scan without removing technical depth.
• Capability claims were connected to processes, equipment, quality controls and application context.
• The English copy used buyer language while preserving engineering accuracy.
• Inquiry forms collected enough context for the appropriate sales or technical response.

The outcome

The manufacturer gained a credible international website that could explain the business before a trade-show meeting or chat conversation. The sales team also received a clearer structure for presenting capability consistently.