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The outcome
A B2B supplier whose buyers are facilities managers, so 77 SKUs are cross-indexed two ways — by product system and by the sector doing the buying — rather than left as a flat list. A seven-question washroom audit grades a building A+ to D and recommends systems from the answers, which turns a supply enquiry into a consultation.
What was built
- Searchable catalogue of 77 SKUs with sector filter chips
- Four system pages: paper, surface, workforce PPE, clinical
- Four sector pages, each pre-filtered to that industry's SKUs
- Seven-question washroom audit scoring an A+ to D grade
- Audit recommends systems from the industry and gaps answered
- Per-SKU WhatsApp links that prefill name and re-order code
- Behind the Roll editorial section with per-article pages
- Maintenance mode with a secret preview-link bypass
- LocalBusiness JSON-LD plus a generated Open Graph image