B2B industrial catalogue website:
tools.narvyn.com

A page per SKU turns one competitive term into 180 specific ones. No single one of them carries much volume — a handful of searches a month at best — but they carry almost pure intent, because a person searching a grade and a diameter is not researching. They are buying, or checking whether they can.

It also changes what happens off the website. A salesperson can send one link that opens on exactly the right item, with the specification visible, instead of a PDF and a page number. That is a small thing that gets used every day, which is usually the definition of a good decision.

The cost is discipline. 180 pages of thin, duplicated boilerplate would be worse than one good catalogue screen, so each page has to carry its own specification detail. Structured product data helps search engines understand what each page describes, but it does not rescue a page with nothing on it.

This is the least clever thing on the site and probably the most valuable. The enquiry button on a SKU page opens WhatsApp with the part code already in the message body. The buyer adds a quantity and sends it.

Two failure modes disappear at once. The first is the retyped part number, which in a trade full of codes like a single transposed digit is a real source of wrong quotes and wrong deliveries. The second is abandonment: a six-field form on a shop floor is a decision to come back later, and later rarely arrives.

It is worth being honest about the trade-off, because it is not free. A WhatsApp enquiry does not land in a database with a source and a timestamp the way a form submission does, so the analytics get blurrier. For this client that was the right exchange — the enquiries are real conversations with a person who knows the products. A business that needs every lead attributed to a campaign should think harder, and probably wants a CRM catching both channels rather than a choice between them.