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Solution 1 of 6Building products manufacturersMaterials brands

Get specified, not just quoted.

Your product is good enough to be on the drawing. Too often it only turns up on a contractor's price comparison.

We build the marketing that gets an architect to name you early, before price is even the question.

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What is going wrong

Your product gets into a building one of two ways. Most manufacturers aim nearly all their marketing at the contractors who quote and hardly any at the architects who specify. It should be the other way round.

Quoted

Late, unnamed, and judged on cost

A contractor prices you against the alternatives at the end of the process.

  • You are a line on a comparison sheet
  • You fight every equivalent product on the market
  • All anyone can still argue about is price
Specified

Early, by name, already chosen

An architect writes you into the drawing months before anyone asks for a price.

  • The person who wrote the specification defends it
  • Swapping you out takes effort, justification and risk
  • You compete far less on price and keep your margin
Why it happens

How architects find products would surprise your sales team.

Long glazed shopfront with planters at street level
  1. 1

    They search in technical language

    They type in a performance figure, a standard or the detail they are stuck on. Sales copy does not come up for that. A page with the figures on it does.

  2. 2

    They want documents, not brochures

    The data sheet, the CAD and BIM files, the certificates, and specification wording they can paste into their own document.

  3. 3

    Your data is locked away

    The figures a specifier needs often sit in a PDF behind a form, behind a login or in a rep's inbox. A search engine cannot read them there, and neither can the AI assistants more and more specifiers ask first.

  4. 4

    The decision is made months early

    When a contractor starts pricing, the specifier has often chosen already. Those earlier months are when your marketing has to be there.

What we do about it

We make you the easy, safe product to specify.

One product family first. Then we repeat it across the catalogue.

Map your specifiers
  1. 1

    Map how architects search

    We work out what specifiers type when they need a product like yours, then show you which of those searches your pages miss.

    Done with

  2. 2

    Turn product pages into technical documents

    Your performance data goes into the page itself, not a PDF. Your own specification text, drawings and BIM files sit two clicks away, ready to download, with no form to fill in.

    Done with

  3. 3

    Show it already in use

    Photographs of the product installed, and case studies that name the building type and the application. Safe choices get specified.

    Done with

  4. 4

    Earn the mentions that make you credible

    We pitch your projects and test data to the trade titles specifiers read. Coverage there makes you a safer name to specify.

    Done with

  5. 5

    Help the people who fit it

    Guides and short films on fixing details, tolerances, the order of work and the mistakes that cause failures. Installers look for this, and few manufacturers publish it.

    Done with

Your sales team can win the quote. Only your marketing can win the specification.

Proof

What our SEO did for a materials brand.

Terrazzo TilesBuilding materialsE-commerce SEO
315%more organic traffic
100sof products ranking in position one
1stpage visibility for target keywords
“Their strategic approach to e-commerce SEO propelled our online visibility and significantly boosted our sales.”Daniel, founder of Terrazzo Tiles
A fan of terrazzo tile samples, dark to light

A materials brand with strong products that customers could not find. We rebuilt its SEO from the foundations up.

Read the case study
Go deeper

Read how we think about it.

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Questions

Questions manufacturers ask us.

What does an architect need to see before specifying our product?
Performance figures they can reach without a form or a login, certificates that are in date, a project like theirs where it is already in use, and a named person to answer technical questions.
Should people have to fill in a form to download our datasheets?
Mostly no. It feels like collecting leads, but every form is one more reason for a specifier to pick a product whose data was easier to get. A few email addresses rarely make up for that.
Will our merchants think we are going round them?
Not if you tell them first. An architect choosing a product for a drawing is not buying anything, so no merchant loses a sale. Add a stockist finder and the buyers your pages bring in go straight to them.
Does this help when an architect asks ChatGPT, not Google?
Yes. The same pages do both jobs. An AI assistant can only name a product it can read about, and figures in the page are far easier for it to read than figures inside a PDF.
A competitor is already named in the specification. Is it too late?
Not always. Where the specification allows an equal and approved product you can still make your case, but you are arguing on someone else's terms. It is better to be there months earlier, before the detail is decided.

See where you are losing the specification.

Pick one product family. We will map how architects search for it and show you where your pages do not come up. No hard sell, no jargon.

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