AES Comp
A spec-first B2B catalogue site for an electrical distributor
The Challenge
AES Components is a New Zealand distributor of motor control, switchgear, controlgear, and modular power distribution products, supplying switchboard builders, original equipment manufacturers, and distributors with engineered, cost-effective components. Its customers, electrical engineers, panel builders, and industrial contractors, arrive looking for a specific part or product category and need to reach a technical spec in as few clicks as possible.
The goal was a site that treats the product catalogue as the starting point rather than placing it behind marketing pages. AES also wanted room to grow the range over time, from the current Motor Control, Switchgear, and Controlgear lines into future categories.
Our Solution
- Rebuilt AES Components on Astro with the product catalogue as the navigational centre of gravity.
- Structured dynamic product and product-category routes so the team can expand the catalogue without developer involvement.
- Organised top-level service pages around Motor Control and Automation, Control Devices, Switchgear, and Modular Power Distribution.
- Placed technical specs, datasheets, and enquiry paths one click from the homepage so serious buyers reach detail quickly.
- Tuned contact and enquiry flows for B2B buyers who prefer to email a sales team rather than use a live chat widget.
What We Delivered
01 Web Design 3 deliverables
- Spec-first IA
- Catalogue navigation
- Responsive layout
02 Web Development 3 deliverables
- Astro build
- Dynamic catalogue routes
- Enquiry flows
03 Catalogue Structure 3 deliverables
- Product categories
- Datasheet access
- Editable range
04 SEO 3 deliverables
- Category page structure
- On-page setup
- Technical foundations
Our Web Design Process
A proven methodology that delivered results
Discovery & Strategy
We started with understanding your business goals, target audience, and competitive landscape to inform the design direction.
UX/UI Design
We created a user-centred design focused on conversions, with intuitive navigation and compelling visual hierarchy.
Development & Build
We built a fast, responsive, SEO-friendly website using modern technologies and best practices for performance.
Launch & Optimisation
After rigorous testing, we launched and monitored performance, making data-driven optimisations to maximise results.
Our Development Process
The step-by-step approach behind the outcomes
Requirements Analysis
We mapped out your business requirements and technical needs, defining clear specifications for the solution.
Architecture & Planning
We designed a scalable solution architecture, selecting the right technologies and frameworks for your needs.
Development & Testing
We built using modern frameworks with comprehensive testing to ensure reliability and maintainability.
Deployment & Support
We deployed with zero downtime and provided ongoing support to ensure smooth operation.
Our SEO Process
How we turned strategy into measurable wins
Keyword Research
We identified high-value keywords targeting your ideal customers, analysing search intent and competition to build a strategic keyword roadmap.
Technical SEO Audit
We conducted a comprehensive technical audit covering site speed, crawlability, indexation, and Core Web Vitals to ensure a solid foundation.
On-Page Optimisation
We optimised meta titles, descriptions, headings, and content structure to align with target keywords and improve search visibility.
Link Building Strategy
We developed a strategic link building campaign to increase domain authority and improve rankings through quality backlinks.
Built with
The finished website
A closer look at the build
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