M1 Catalysts
An industrial catalyst supplier selling to engineers and technical buyers who assess capability before they ever make contact, and who dismiss marketing language instantly.
The problem
Technical buyers are the hardest audience to write for because they are actively suspicious of persuasion. They want specification, tolerance, application detail and evidence — and the previous site gave them marketing copy, which reads as a company with nothing concrete to say.
The commercial problem was compounded by search. Highly specific technical queries were going to competitors with better-structured content, and increasingly to AI answers that had no reason to cite M1 as a source.
Innovative solutions for a cleaner tomorrow.
Marketing copy instead of specification
Technical queries going to competitors
No reason for AI answers to cite M1
The approach
Write for the engineer. Real specifications, real application detail, real conditions — structured so a technical buyer can verify capability without contacting anyone, which is exactly how they prefer to buy.
Then structure that content so machines can read it too: proper schema, clear question-and-answer formatting, and specificity concrete enough that an answer engine has to attribute rather than paraphrase.
Specification, tolerance and application detail.
Real specifications and applications
Capability verifiable without a call
Structured so answer engines attribute
What we built
Six decisions that shaped the build, each made for a reason rather than an aesthetic.
Specification, application and tolerance detail rather than marketing language — technical buyers are actively suspicious of persuasion.
Enough real detail that a buyer can assess capability alone, which is how technical purchasing actually happens.
Proper schema and clear answer formatting so search engines and AI answer engines can quote the site as a source rather than paraphrase around it.
Every existing URL mapped to a 301 with the technical archive migrated by hand, so the rebuild kept the visibility already earned.
Real numbers and real conditions throughout — generic claims get absorbed into someone else’s answer with no attribution.
New products and technical documentation added in-house as the range develops.
What changed afterwards
“Mikkel was a terrific web design partner for us in launching our business. Strategic, collaborative, and thoughtful in his approach.”
Anthony K.M1 Catalysts
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