For manufacturers who sell through specification
Your buyer is an architect, an engineer or a purchasing manager building a shortlist. That shortlist increasingly starts in an AI assistant. We make sure your name is on it.
Your reputation may have outrun your website
Manufacturers who sell through specification tend to have something rare: decades of installed work, real technical authority, and relationships that took a generation to build. They also tend to have websites that were built to look like a brochure and have never been asked to do anything else.
That was survivable when buyers found you through a rep, a catalogue or a trade show. It is a problem now that a specifier opens ChatGPT and asks which manufacturers to consider — because the answer is assembled from structured facts and citable content, and a brochure site supplies neither.
The encouraging part is that this is almost always a packaging problem, not a substance problem. The expertise exists. It just is not in a form a machine can read.
The same five things, over and over
The specification library is hidden
Tech data sheets, guarantees, colour and finish guides, care instructions — hundreds of documents that architects search for by name, sitting behind a crawl misconfiguration or locked inside PDFs with no web page around them.
No product structured data
Whole catalogues with no machine-readable facts. No materials, no dimensions, no warranty terms, no certifications. The AI has to guess, and often guesses a competitor.
Traffic is all brand
The site performs beautifully for people who already know the company name, and barely registers for anyone searching the product category. It is a business card, not a marketing asset.
The comparison content is a PDF
Nearly every manufacturer has a genuinely useful comparison document — this material versus that one. It is almost always a download rather than a web page, which means it can never be cited or ranked.
Authority is concentrated
Decades of installed projects and almost no links to show for it, while a single dealer’s footer accounts for most of the backlink profile. The credibility is real; it is simply not visible.
Nobody has tested the AI answers
In every engagement so far, we have been the first people to actually ask the assistants what they say about the company. The results reliably change the conversation.
You should not have to explain your own sales process
We understand that a spec is written months before an order, that “approved equal” is where deals are won and lost, that your rep network is a channel rather than a directory, and that a submittal package is a sales document.
- Division 10 and specification-driven categories. Building products, visual display, architectural specialties, and the industrial equivalents.
- Long sales cycles. We measure the shortlist, not last-click attribution.
- Dealer and rep networks. We work with the channel rather than around it.
- Real catalogues. Hundreds of SKUs, variants, finishes and technical documents. We have run one ourselves.
Find out what AI says about you
We run the buyer questions in your category through ChatGPT, Perplexity and Google Gemini, and send you a short report showing whether you appear, who appears instead, and why. No cost, no obligation, no sales call required to receive it.
Request your free checkUsually back within two business days.