Lawton Tubes approached Bond Media to rebuild a website that had to serve four very different technical audiences without becoming four different websites.
A specifier sourcing medical gas tube to a particular standard, a merchant checking coil sizes and an OEM buyer pricing machined components all arrive with different vocabulary and different urgency. The brief was to make a large technical catalogue genuinely navigable, surface the certifications and datasheets that decisions actually hinge on, and give a business of more than a century's standing a digital presence to match.
The new site organises the entire range around the four sectors Lawton serves, so visitors start from the job they are doing rather than from a product code. Clean, technical layouts give specifications room to breathe, and the heritage of the business is present without ever getting in the way of the task.
A structured product catalogue puts technical data, standards and dimensions on every product page, with a download centre collecting datasheets, certifications and declarations in one place. A rebuilt information architecture, product structured data and a considered performance pass support organic visibility, while event tracking gives the team a clear view of which products, downloads and sectors are driving enquiries.
To turn a large technical catalogue into a working sales tool, Bond Media introduced a premium feature set focused on findability, technical depth and measurement:
Sector-Led Product Catalogue A structured catalogue organised around plumbing, ACR, medical and engineering, with full technical data, standards and dimensions on every product page.
Download Centre A single, filterable home for datasheets, certifications, declarations and brochures, removing the back-and-forth that slows technical specification.
Technical SEO & Product Schema A rebuilt information architecture with product structured data, giving more than a century of expertise the organic visibility it deserves.
Custom Analytics Layer Event tracking across products, downloads and enquiries, feeding a live reporting dashboard so the team can see exactly what drives demand.
Next projects.
(2016-25©)
