Building a Custom Website for a Complex Product Catalog
A custom website with technical product search, quote requests, nationwide sales routing, and accessibility built in for NGK-LOCKE.
About NGK-LOCKE
NGK-LOCKE manufactures high-voltage insulators and related products used by utilities, OEMs, and infrastructure projects across the country. As part of the global NGK organization headquartered in Japan, the company serves customers throughout the United States with an extensive catalog of highly technical products.
Making thousands of technical products easy to find
NGK-LOCKE needed more than a new website. With thousands of products, an international sales network, and strict corporate requirements, they needed a digital platform that could make a complex product catalog easier to navigate, support their sales process, and help new customers find them online. Building an effective website meant first understanding their product ecosystem: how products are categorized, which specifications matter to customers, and how those variables should influence the way users search and filter the catalog.
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A complex product catalog
Thousands of highly technical products, each with specifications that shape how customers search for and select them.
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A nationwide sales structure
Different sales teams cover different regions, so every inquiry needed a direct path to the right team.
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Corporate requirements
The site had to meet corporate accessibility standards, compete in organic search, and properly represent the company.
A custom website built around NGK-LOCKE’s products and sales process
Rather than trying to fit a complex product catalog into an off-the-shelf website structure, VATIK designed and developed a completely custom website built around the way NGK-LOCKE’s customers find information and move toward an inquiry.
Custom Website Development
VATIK designed and developed a completely custom website around the specific needs of NGK-LOCKE and its customers.
We used our understanding of NGK-LOCKE’s products and sales process to create a digital experience built specifically around the way customers find information and move toward an inquiry.
Product Search & Quote Functionality
Rather than forcing customers to navigate thousands of products manually, we developed custom search and filtering functionality that allows users to narrow products based on the technical variables relevant to their application.
Customers can explore the catalog, locate specific products and specifications, and build a quote list directly through the website. The result turns what could have been a massive static product database into a practical tool for both customers and the NGK-LOCKE sales team.
Nationwide Sales Routing
NGK-LOCKE serves customers throughout the United States, with different sales teams responsible for different regions.
We developed a regional contact system that connects website visitors with the appropriate sales department based on their location. The system accounts for all 50 states, creating a more direct path from a website inquiry to the team responsible for that customer.
SEO & Lead Generation
SEO was considered throughout the site’s strategy, structure, content, and development. We organized NGK-LOCKE’s large technical catalog in a way that works for both users and search engines, developed relevant content around its products and capabilities, and established a site architecture designed for long-term organic visibility.
That search visibility connects directly to the sales process. A potential customer can discover NGK-LOCKE through search, find the appropriate product, narrow their options using technical specifications, request a quote, and connect with the correct sales team.
Corporate Accessibility
As part of the global NGK organization headquartered in Japan, the website also needed to meet established corporate standards.
Accessibility was incorporated into the project from the beginning, with the website developed around NGK’s requirement to target WCAG 2.0 Level AA conformance. This required us to balance custom functionality and visual design with accessibility standards throughout the site.
Photography & Video Production
VATIK provided professional photography and video production, creating new visual assets specifically for the website to represent NGK-LOCKE’s products, facilities, capabilities, and organization.
By handling the website, photography, and video as part of the same project, we were able to develop the site’s design and content alongside the imagery that would bring it to life, resulting in a more cohesive digital presence.
A digital platform built to generate business
The finished website gives NGK-LOCKE a digital platform built around the complexity of its business while creating new opportunities for growth. Customers can navigate thousands of technical products, filter them according to relevant specifications, request quotes, access product information, and connect with the appropriate sales team anywhere in the United States.
At the same time, a strong SEO foundation helps NGK-LOCKE compete for the searches that matter to its business and introduces new potential customers to that experience.
States Covered
50
Each routed to the right sales team
What Our Clients Have to Say
“Doubled our visibility and client outreach”
HIGHLY recommend working with the dedicated professionals at Vatik. This team works diligently to make themselves available for their clients, they produce quality work, and are extremely knowledgeable in many avenues. The work they’ve done with our company has doubled our visibility and client outreach, and the follow-up they provide in order to continue improving processes is not a service you will find ANYWHERE else. 10/10 recommend!!
Emilee Galloway
The Tub Guys
“The ROI speaks for itself!”
Amazing service coupled with amazing people makes this company a no brainer to hire! We went from no online presence to converting 3 clients in 6 months via YouTube and a growing online presence!
Kaleo Kina
Cova Collective
“Now at the top of the search engine”
Amazing experience with Vatik. We had them redo our website and their strategy was clear from the start and the results were exactly what we asked for. Our SEO is up, we are now at the top of the search engine and our organic reach has increased significantly. Can’t recommend this company strongly enough!!!!
Jason Williams
Elite Photography Studio
“Professional and knowledgeable!”
Cade and his team have been great to work with. Professional and knowledgeable!
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Jim Schneider
Schneider Construction
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