Trane UK hire out cooling and heating equipment. Facilities managers often arrive because something has already failed, while someone planning a purchase wants specifications and lead times. The same pages have to do both.

The information architecture runs on two axes, equipment and market, over a single page skeleton. I took it from wireframes to hi-fi with the structure settled in greyscale, so the arguments about hierarchy happened before anyone was defending a colour.

A separate search agency wanted a landing page for every equipment type in every market, twenty pages, and had real evidence for it. The client backed them. I wanted fewer pages with more in them, because twenty near-identical pages compete with each other for the same searches.

We met in the middle at nine. Solutions takes the equipment terms, Markets takes the sector terms, and both run on the same skeleton. The agency kept most of the search terms it was after, and each page has enough on it to be worth reading.

The site produced over £100k in sales within a few months. There was no baseline, and Filter put it down mainly to search.

The full case study is here: Trane UK.