You sell to Fortune 100s and to the guy in the van.
Your buyers run from national accounts to a two-person installer, they search in completely different languages, and whether you make the product or move it changes every word — a distinction most AI tools get wrong on the first page.
“A lot of this is just in my head, or something I give people verbally. Vulcanised fibre has a lot of quirks.”
The post is the phone call, written down. Nothing claimed that the material cannot actually do.
“It will warp if it is not treated properly.” His sentence, kept as he said it.
One catalogue. Wildly different buyers.
The range is the hard part. What a national account reads and what a contractor searches have almost nothing in common.
Tiny customers and huge customers
“All over the map” is the honest description, and segmenting it by hand is nobody’s job.
Maker or mover changes everything
Write like the manufacturer when you distribute and you lose the installer instantly.
Trade language, not datasheet language
Practical and urgent. Not procurement prose, not a spec sheet.
One catalogue. Buyers who have nothing in common.
Each end needs its own content, written from the same product truth.
| Product family | Who searches | What gets published | Where it lands |
|---|---|---|---|
| Core commodity lines | Contractors mid-job | Selection guides, compatibility, failure modes | Organic, high volume |
| Specified / engineered | Specifiers and engineers | Application notes, spec interpretation | Long-cycle, high value |
| New lines you’ve taken on | Existing customers | Why you carry it, what it replaces | Account expansion |
| Slow movers | Nobody, yet | The problem it solves, before the product | Demand creation |
Content that knows what you actually are.
Your position in the chain, confirmed
Maker or mover is part of the brand model and validated explicitly, never inferred from a product page.
A segment at a time
The national account and the installer each get content written to how they actually search, from one strategy.
Winnable ground only
Competitive intelligence keeps you off pages where a manufacturer’s own budget will always beat you.
See what it would build for you.
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