Steel & fabrication
Capital Steel Engineering
Catalogue built for contractors who specify by section and grade, not by picture.
The problem
Contractors and fabricators specify steel by section, grade and dimension — not by photograph. The business was being asked the same specification questions by phone every day, and had no reference a buyer could check for themselves.
The approach
- Built a product catalogue organised the way the trade actually specifies: stainless, aluminium, mild steel and GI sheet, broken down by section and grade.
- Put the specification detail on the page — 201, 205, 304, AA1050, HR and CR sheets — so a buyer can confirm what they need without a phone call.
- Aimed the tone at procurement rather than at passers-by, because the visitor is usually buying for a project, not browsing.
- Made “request a quote” the single clear action on every page.
The outcome
Specification questions are answered by the site rather than by phone, and quote requests arrive from buyers who have already confirmed the grade they need.
Traffic and conversion figures are not published here — these builds are handed over to the client with their own analytics, so any number quoted would not be ours to verify.