( Industrial Manufacturing )
Eleven industries, one catalogue, one calibration lab
UPC Instruments manufactures and exports flow meters, water meters and valves from India. Their buyer is a plant engineer specifying for one particular industry, so the catalogue is cut by industry first and by product family second, with the company's own accredited calibration laboratory presented as part of the sale rather than as a credential in the footer.
- Client
- UPC Instruments
- Sector
- Industrial Manufacturing
- Location
- India
( The situation )
Where they started.
UPC Instruments Pvt. Ltd. has manufactured and exported flow measurement and control equipment since 2013 — flow meters, water meters, valves, level and analytical instruments, dosing pumps, and effluent and sewage treatment equipment — with a NABL-accredited calibration laboratory of its own.
Their customer is not a consumer. It is a project engineer at a refinery, a nuclear station, a shipping line or a pharmaceutical plant, arriving with an application and a specification, who wants to know whether this manufacturer works in their industry before looking at a single product.
The problem
A manufacturer selling the same instrument into eleven regulated industries cannot sell it once from one product page. Each industry arrives with different applications, different approvals, and a different reason to trust the meter.
( What we built )
The work itself.
The range is cut two ways at once, because a specifier arrives from one of two directions — the industry they work in, or the instrument they already know they need.
A section per industry, not a dropdown
Oil and gas, nuclear, marine, power generation, chemical, food and beverage, life sciences, metal and mining, water and wastewater, pulp and paper, and sustainable energies each get their own section. An engineer at a nuclear station reads a page written about nuclear work, rather than a general capabilities page with their sector somewhere in a list.
The catalogue filed by product family
Seven families — flow meters, water meters, valves, level instruments, analytical instruments, dosing pumps and ETP/STP equipment — each opening onto individual products: electromagnetic, ultrasonic, turbine and vortex flow meters; multijet and Woltman water meters; DO meters, water analyzers and pulse indicators; FRP vessels and fine-bubble tubular diffusers.
The calibration lab is part of the product
UPC runs a NABL-accredited calibration laboratory in house, and the site presents it with its certification workflow instead of mentioning it on the about page. On a specified industrial job the certificate travels with the instrument, so it belongs in the sales story.
Certificates and datasheets are sections, not attachments
Dedicated certificates and downloads sections handle document delivery. An engineer assembling a submittal pack pulls the datasheet and the certificate off the site rather than emailing to ask for them.
Enquiries, in whatever language they arrive
Enquiry forms are protected with reCAPTCHA, and the site runs multiple languages through a Google Translate integration. An exporter takes enquiries from buyers who did not arrive reading English, and a public enquiry form on an industrial site collects bots as readily as buyers.
The parts of the business that are not the catalogue
Events, careers and a data-analytics dashboard section each have a proper place in the site. A product launch, a job opening or a reporting view does not have to be bolted onto a catalogue page.
( Outcome )
Where it landed.
The catalogue answers the question a specifier asks first — do you work in my industry — before it asks them to look at a product. Eleven industry sections and seven product families cover the same range from both directions, so both kinds of arrival land somewhere written for them.
Documents move without a person in the middle. Datasheets and calibration certificates are published sections of the site rather than files someone has to be asked for.
Extending the range is a catalogue entry rather than a project. A new product, a new industry section or the next event has a place in the structure already.
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 )
More delivered work
Successful Channels
Successful Channels sells joint business planning and QBR automation to partner-sales teams. Their buyer has to accept that the category is worth budget before they will evaluate a product, so the site carries the teaching as well as the pitch.
Read the case study arrow_forward Security ServicesNation Security
Nation Security sells the same protective services in dozens of Florida cities and a dozen industries. The site gives each of those combinations a page of its own instead of a line on a list.
Read the case study arrow_forward( Next step )
Want a build like this one?
Tell us what you are trying to ship. We will come back with a scope, a timeline and a straight answer on fit.