01 — The problem
Assam Brooms manufactures grass brooms — a real business in a category so niche that there is almost no competition for attention online, and almost no convention for how such a company should present itself.
02 — The job
Make the company understandable to someone who has never bought at this scale before, and make it findable by the handful of people actively searching for exactly this.
03 — The decision
Treat discoverability as a structure problem rather than a content-volume problem. Say clearly what is made, at what scale, for whom; organise it so a search engine can tell what each page is about; and keep an enquiry or quote within reach from anywhere on the site.
A category almost nobody optimises for, made findable.
04 — What we built
- Structured product information
- Products described in consistent, comparable terms — the details a trade buyer asks for before they ask for a price.
- Business credibility, plainly
- Who the company is, what it manufactures and at what capacity, in the language a buyer would use themselves.
- Search foundations in the build
- Clean URLs, real headings, descriptive titles and structured data, done during the build rather than bolted on afterwards.
- An enquiry path, always near
- A quote or enquiry never more than a tap away, including WhatsApp, which is how this market actually gets in touch.
No traffic or enquiry figures here: we have not verified this project’s analytics ourselves, and we would rather show nothing than a number we cannot stand behind.
05 — What it taught us
Three things we took into the next project.
Niche is an advantage, if the structure is right
In a category nobody optimises for, ordinary technical care — clear structure, honest descriptions, fast pages — goes further than it would anywhere competitive.
Write the buyer’s vocabulary, not the industry’s
The words a trade buyer types are rarely the words a manufacturer uses internally. Reconciling the two is most of the search work.
Meet the enquiry where it happens
For this market the enquiry arrives on WhatsApp, not a contact form. The site is built around that rather than against it.