( Building Products )
Two ducting brands, one catalogue you can specify from
Airvent and Ductlab are the fan and ducting arms of the same Australian group. Both sell to installers and specifiers who arrive already knowing a dimension, so both catalogues are filed by dimension rather than by marketing category.
- Client
- Airvent Australia
- Sector
- Building Products
- Location
- Australia
( The situation )
Where they started.
Ductlab Australia, a subsidiary of Airfresh Group, brought the 220 x 90 mm low profile flat duct to the Australian market in 2016 and has since grown the range to six duct sizes — the widest selection of low profile duct in the country. Airvent is the sibling brand on the fan side, carrying the GREENLINE EC motor range, with PIRPAC covering insulated flat-pack plenum boxes.
Their customers are HVAC contractors, mechanical services engineers and specifiers. None of them browse. They arrive knowing the ceiling space they have to fit into and, usually, the exact duct size that will go in it.
The problem
A trade catalogue has one job: get someone who already knows their duct size to the right product and the right data sheet without picking up the phone.
( What we built )
The work itself.
Both sites are built around the same idea — that the dimension is the category — and then diverge where the two businesses genuinely sell differently.
Filed by dimension, not by department
Both catalogues cut the range by duct size first — 204x60, 220x90, 300x60, 310x70, 350x75, 500x75 — and fans by type: inline, centrifugal, header box, silent. Airvent lists 63 ducting lines across those sizes, Ductlab 73.
Technical data, in exchange for a name
Each size has its own tech data sheet, alongside installation guidelines, EC fan wiring diagrams, user manuals, a Revit file and the current flyer. All free, all behind a name and an email — so the engineers pulling engineering data for a live job become known contacts rather than anonymous traffic.
The sizing question answered on the page
Both sites carry a duct calculator, so the question that would otherwise start a phone call to the sales line gets settled by the visitor, at the point they are asking it.
Compliance published where buyers look for it
Certificates, Australian standards conformance, Green Star best-practice PVC and warranty terms each get their own page. On a specified job the certificate is part of the sale, not an afterthought.
Two ways to buy, because there are two kinds of buyer
Ductlab runs a full transactional store with checkout and accounts. Airvent runs the trade side — request a quote, credit application, trade references, packing information — because a contractor buying by the pallet buys on account, not with a card.
One document library, two brands
Airvent's downloads page carries Ductlab's technical information as well as its own, so a customer who came in through either brand leaves with the whole group's data rather than being sent to a second website.
( Outcome )
Where it landed.
Both catalogues now present the range the way a specifier thinks about it: size first, then product, then the data sheet. The duct sizes sit in the footer of every Airvent page, so any page on the site is one click from a specific duct.
The gated downloads convert the most valuable visitors on the site. Someone pulling a Revit file or a 350x75 data sheet has a job on their desk right now, and that is the closest thing a catalogue site has to a qualified lead.
Extending the range is a catalogue entry rather than a project. When a new duct size or fan series arrives, the taxonomy already has a place to put it.
No figures are published for this project. A number goes on this page only when the client has shared it along with where it came from.
( Read next )
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