Turning a brochure site into an RFQ engine

The problem

A precision components manufacturer ranked for brand terms only. Enquiries arrived by phone and were logged in a spreadsheet, so nobody could say which marketing produced revenue.

What we built

Technical product architecture with specification-level pages, schema for products and FAQs, a structured RFQ flow, and CRM routing with automated acknowledgement and follow-up.

How we approached it

Step 01

Measure before changing anything

Every enquiry route — phone, form, email — was instrumented first, so the baseline was real rather than remembered.

Step 02

Build pages at specification level

One page per component family with tolerances, materials and downloadable specs, marked up with Product and FAQ schema so machines can read the catalogue.

Step 03

Replace the contact form with an RFQ flow

A structured multi-step request captures quantity, material and lead time, then scores the enquiry before a human sees it.

Step 04

Route and follow up automatically

CRM assignment by product line, instant acknowledgement with expected response time, and a three-touch follow-up sequence for unanswered quotes.