A catalogue-grade site for a storage manufacturer

Commando Storage Systems has manufactured and distributed steel shelving, mobile storage, cabinets and racking from Melbourne for more than thirty years. The buyer is rarely browsing for pleasure. They are a facilities manager, a librarian, a collections officer or a warehouse supervisor, and they arrive with a space, a specification and a date.

That puts the emphasis squarely on the development, because the difficulty is the catalogue. It is genuinely large: seven shelving lines, a six-variant mobile shelving family that runs up to electrically powered aisles, art racks and solander cabinets for galleries and archives, lockers, pallet racking, workbenches, binning, and an accessories level that goes down to dividers, aisle locks, hanging rails and dust covers. Every one of those has to be findable by somebody who has never heard of the range name.

So the site indexes the same catalogue twice. One route is by product, for a buyer who already knows they want longspan shelving or a tambour door cabinet. The other is by application, for the buyer who only knows the problem: archive storage, art storage, picking, warehouse, office, workshop, library, apparel, healthcare, record management, cold rooms. Those are the same items arranged by where they end up rather than by what they are called. It is the difference between a catalogue you can search and a catalogue you can only browse.

Credibility here is documentary rather than visual, so certification gets its own page instead of a badge in the footer: quality and environmental management systems certified through SAI Global, products manufactured to AS 2143. Next to it sit custom-made systems, distribution and service advice, which are the three questions that follow “will it fit”.

The enquiry form is built for a specification conversation rather than a lead capture. It asks which product, which company, and when is a good time to call, because this sale ends on the phone.