Sterling Fabrication Works Turns a Catalog PDF Into a Quote-Ready Website
Sterling’s entire product catalog lived in a downloadable PDF, and getting a quote meant emailing a sales rep directly. Trispace Media rebuilt the catalog as a browsable, searchable set of web pages with a structured quote-request flow feeding directly into their CRM.
Sterling Fabrication Works Turns a Catalog PDF Into a Quote-Ready Website
Sterling's entire product catalog lived in a downloadable PDF, and getting a quote meant emailing a sales rep directly. Trispace Media rebuilt the catalog as a browsable, searchable set of web pages with a structured quote-request flow feeding directly into their CRM.
“Great work from Norman and his team. Most importantly, we've already seen significant benefits from the project. We're only getting started, and I'm very happy with the results so far. Highly recommended.”
Founder, Sterling Fabrication Works
Before working with Trispace Media
- The full product catalog existed only as a downloadable PDF.
- Quote requests were handled entirely by email with no structured intake.
- The site wasn't indexed for specific product or specification searches.
After the engagement
- A browsable, filterable online catalog replacing the static PDF.
- A structured quote-request form capturing specs and routing into Zoho.
- Individual product pages indexed for specific search terms.
Sterling Fabrication Works manufactures custom metal components for industrial clients. The brief was to make their catalog discoverable and searchable online, and to replace an all-email quoting process with something their sales team could actually track.
The Challenge
Sterling Fabrication Works kept its entire product catalog inside a single downloadable PDF — meaning prospective buyers had to request it, wait for it, and scroll through it manually with no way to filter by specification or category. Requests for quotes arrived as unstructured emails, with no consistent intake to capture the details a sales rep actually needs, making every quote a back-and-forth before work could even begin. The company's web presence had no individual product pages, so it simply didn't show up when industrial buyers searched for specific components or materials.
- The full product catalog existed only as a downloadable PDF.
- Quote requests were handled entirely by email with no structured intake.
- The site wasn't indexed for specific product or specification searches.
Our Strategy
Turning a PDF catalog into web pages
The product catalog was rebuilt as individual, filterable web pages – searchable by category and specification – instead of a single large PDF that buyers had to scroll through manually.
- Individual page per product category
- Filtering by specification and material
- Downloadable spec sheets kept available per product
Execution
A structured quote-request flow
Instead of an open-ended email address, a structured quote-request form now captures the details a sales rep actually needs upfront, and routes each request into Zoho for tracking.
- Structured intake for specs, quantity, and timeline
- Every request logged and tracked in Zoho
- Automatic acknowledgment sent to the requester
SEO for specific product searches
Product pages were optimized around the specific terms industrial buyers search for, so individual products can be found directly instead of relying entirely on existing relationships.
- Product-level SEO targeting specific search terms
- Structured data for product and category pages
- Internal linking between related product categories
Results
Sterling moved from a PDF-based catalog and unstructured email inquiries to a searchable product experience with structured quote requests flowing directly into the CRM.
Campaign Performance
| Channel | Spend | Clicks | Quote Requests | Closed Sales | Cost / Quote | Revenue | ROAS |
|---|---|---|---|---|---|---|---|
| Google Ads | $34,860 | 8,426 | 286 | 84 | $121.89 | $174,860 | 5.02x |
| Meta Ads | $20,225 | 6,842 | 200 | 54 | $101.13 | $111,590 | 5.52x |
| Total | $55,085 | 15,268 | 486 | 138 | $113.34 | $286,450 | 5.20x |
Sales Funnel
What Changed
Searchable Product Catalog
Buyers could find specific products, materials, and specifications without downloading and searching through a large PDF.
Structured Quote Intake
Quantity, specifications, material requirements, and timeline were captured before the request reached the sales team.
CRM-Connected Sales Process
Every quote request entered Zoho with source and product information, giving the sales team a trackable pipeline from inquiry to closed deal.
Higher-Intent Acquisition
Google and Meta campaigns were connected to individual product and category pages rather than sending every prospect to a generic homepage.
Want a site that works this way?
Trispace Media builds websites, SEO, ads, social, and CRM as one system. Tell us the offer – we will map the same structure to your market.
Have questions? Get in touch!
Ready to grow your business? Get in touch with Trispace Media today! Whether you're looking for more leads, better conversions, or a stronger online presence, our team is here to help you achieve your goals.