Visibility for specifications and standards
Parts, materials, approvals, and applications—not your company name, which people already looking for you would have found.
Industries · Aerospace & Defense
Digital work for aerospace, defense, and security companies
Almost nobody in this field is one company with one website. Your group carries subsidiaries you acquired, brands you’ve since sold, an aftermarket parts business, and an engineering audience that searches specifications rather than names. We work on the parts of that estate that can be worked on—structure, findability, the systems underneath—and stay well clear of the parts that can’t.
The buying journey
How a specifier gets to you
The buyer is technical, the cycle is long, and procurement is somebody’s formal process:
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It starts with a specification, a standard, or a part
A material, a tolerance, a qualification, an approval, an application. Your company name isn’t what gets typed, and the searcher often works for your customer’s customer.
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They land on whichever brand happens to rank
In a group with subsidiaries, the entity that shows up is rarely the one that owns the relationship. What they find decides whether they ever reach the right part of your organization.
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They check whether you’re qualified, not just capable
Approvals, certifications, accreditations, program history. The credential is part of the product here, and leaving it off a page reads as not having it.
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Then procurement, and a long formal process
Quotes, qualification, sometimes tender rules or export review. The site’s job by then is to survive scrutiny from people who were never in the room.
Sound familiar?
- Your group has a dozen brands and each site tells a different story about who you are.
- Acquisitions and divestitures left properties nobody has audited in years.
- Engineers search for the part or the standard, and your site only answers to the company name.
- The aftermarket and parts business is real revenue and reads as a footnote.
- Your buyers are international and the site is written for one market.
Where we'd usually start
Start with an audit of the estate rather than a campaign. In a group that has acquired and divested, the first useful thing is knowing what properties exist, what still ranks, which redirects were never done, and which brand is intercepting traffic meant for another. It’s contained, it touches nothing sensitive, and it usually explains more than anyone expects.
Site Health & MigrationOften alongside or after
- SEO & AEO For the specification, standard, and application searches a specifier actually runs.
- Web Development When a product catalog or an aftermarket parts store is the constraint.
- Analytics & Lead Tracking To see which brand, region, and product line each enquiry came from.
Where the line is
What we work on here, and what we stay out of
This is a field with real constraints, and being clear about them early is part of the job:
Ours
- Structure and technical SEO across a multi-brand estate—what exists, what ranks, what should point where
- Product, part, and capability pages organized so a specifier can find one thing rather than a category
- Aftermarket and parts commerce, including catalogs where specification-led search matters more than checkout
- Migrations, consolidations, and the redirect work that acquisitions and divestitures leave behind
- Analytics, lead routing, and reporting per brand, region, and product line
Not ours, deliberately
- Originating technical content—the specifications, qualifications, and engineering explanations stay with the people accountable for them
- Claims about performance, compliance, program history, or capability, which we structure and never author
- Work requiring clearances, controlled or export-restricted information, or access to anything covered by ITAR or equivalent regimes
If a project needs cleared personnel or controlled-information handling, we’ll say so at the first conversation rather than the last.
Not sure any of this is your actual problem?
Tell us what's happening in your business and we'll tell you where we would look first. If the answer is that nothing needs doing yet, you'll hear that instead.
Fit
Is this a good match?
Likely a fit if
- You have more than one brand, or a site estate nobody has audited since the last acquisition.
- Your buyers are engineers, specifiers, or procurement teams rather than consumers.
- There is an aftermarket, parts, or accreditation-led side of the business the site underserves.
- You want someone who will name the export and clearance boundary early rather than discovering it mid-project.
Probably not if
- The work requires clearances, controlled information, or export-restricted handling. That needs a cleared vendor, and we’ll say so immediately.
- You want technical or program content written from scratch. A specialist technical writer will serve you better.
- Everything moves through prime contractor relationships and formal tenders, with no intention of the site playing a part. Then this is credibility work at most, and we’d scope it as that.
First look
What we'd inspect first
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What the estate consists of
Every property, brand, and subdomain the group still owns—including the ones left behind by an acquisition, and the ones a divestiture should have taken with it.
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Whether parts and products are findable individually
A specifier searches one part, one standard, one application. If your catalog is a PDF or a filter nobody can link to, none of it can be found.
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How the credential appears
Your approvals, certifications, and qualifications—whether they’re stated where a buyer checks, or assumed because everyone in the building knows them.
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Which brand intercepts which search
Your subsidiaries compete with the parent and with each other. We map who ranks for what before recommending anything is moved.
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How the site reads to an international buyer
Regions served, units, distributors, and languages. A global supplier is often findable in one market and invisible in the rest of yours.
Measurement See our impact and measurement framework
How we'd measure progress
Programs run for years and volume is low and high-value, so lead counts say very little here. We’d baseline these and read them over long stretches:
Enquiries by brand, region, and product line
Which entity and which market each enquiry came from—the thing a group usually can’t answer at all.
Aftermarket and parts demand
Whether your parts side draws searches and orders of its own, or only serves customers who already knew to ask.
Estate coverage
How much of your group is indexed, how much is duplicated, and how much still serves pages for a business you no longer own.
Common questions
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Usually not, and usually not fully separate either. The useful question is which brand owns which search, and whether the group is competing with itself. That’s an audit before it’s a decision, and consolidations here are expensive to reverse.
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No. We work on the public side, and if a project needs clearances or covers export-restricted information we say so at the first conversation. That boundary doesn’t move.
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Less for winning the program, more for everything around it: aftermarket parts, specification searches by engineers at your customers, and the check somebody runs between meetings. Treat it as credibility and aftermarket work rather than lead generation.
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Related but distinct. A specification-led catalog behaves very differently from retail—buyers filter by standard, size, and compatibility rather than browsing—and it’s often the part of the business with the clearest room to grow.
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Yes. Aircraft sales, brokerage, and services share the shape: a high-value technical buyer, accreditation that carries real weight, inventory listed on an industry exchange as well as your own site, and an international audience.