Ferrous makes cutting tools for people who do not read marketing copy, they read tolerances. Their old site was a PDF catalogue wearing a header image. The brief was to build something a machinist would actually trust: fast, specific, unafraid of technical detail, with motion used to explain rather than decorate.

We rebuilt the product structure around how the trade actually searches: by material, by tolerance, by finish, rather than by the marketing categories Ferrous had inherited from a decade of incremental updates. Every product page carries a short motion sequence showing the tool in use, filmed on the factory floor in Sheffield.

A machinist can tell in four seconds whether a site was built by someone who has held the tool.

The configurator was the hardest part: letting a buyer specify shank diameter, coating and flute count without needing a phone call to check compatibility. We worked through eleven logic maps with the Ferrous engineering team before the tool understood its own catalogue as well as they did, then wrapped it in restraint.

Trade enquiries more than tripled in the six months after launch, and Ferrous now points new hires to the site to learn the product range faster than the old training binder ever managed. The sales team’s favourite detail is still the sound design on the configurator, which nobody asked for and everybody uses.