Diversified Air Filters
B2B Product Catalog with Role-Based Pricing
Project Overview
Diversified Air Filter’s existing WooCommerce experience made it difficult for users to navigate product categories efficiently, understand product distinctions, or move naturally toward requesting quotes and additional information. The challenge was not simply organizing products — it was translating a dense technical catalog into a browsing experience that felt intuitive for buyers while still supporting the operational needs of the business behind the scenes.
The project focused heavily on product discovery, scalable content architecture, and conversion flow clarity.
Also, they needed a system where pricing wasn’t just variable — it was entirely audience-dependent. Contractors, distributors, and retail customers each needed to see different prices, different purchase options, and in some cases, different product availability entirely.
With over 500 products and 12 user roles, a manual approach wasn’t viable.
The goal was to build a system that:
- Delivered per-role pricing across the full catalog without plugin bloat
- Let non-technical admins manage pricing per product per role
- Scaled cleanly as the product catalog grew
Key Challenges & Solutions
Simplifying a Large Technical Product Catalog
Industrial product catalogs often become difficult to navigate because products are organized around internal logic rather than user behavior.
The platform architecture was restructured around clearer categorization, simplified navigation pathways, and guided product discovery patterns designed to reduce friction for buyers trying to compare products or identify the correct solution.
Rather than presenting the catalog as a static collection of technical pages, the experience was approached more like a structured product exploration system.
Improving Quote Request Visibility
One of the major weaknesses of the previous experience was the lack of clear progression from browsing into conversion.
Calls-to-action were repositioned throughout the site to better align with user intent and browsing context. Product pages were reorganized to support clearer scanning behavior, stronger information hierarchy, and more visible pathways toward quote requests and contact interactions.
Building Long-Term Content Scalability
The catalog needed to continue growing over time without becoming increasingly difficult to manage.
Instead of relying on rigid page structures, the CMS architecture was designed around reusable content systems and scalable product organization. This allowed new categories, products, and supporting marketing content to be added more efficiently while preserving consistency across the site.
The Work
Product Catalog Architecture
A large portion of the project focused on restructuring the product catalog into a more scalable and user-friendly system.
Product relationships, technical specifications, and category structures were reorganized to support easier browsing, cleaner filtering logic, and stronger long-term maintainability.
Conversion-Focused UX Development
The browsing experience was redesigned around lead generation and quote-request visibility.
Instead of burying conversion opportunities beneath technical content, the layout structure emphasized progression through the buying journey while still preserving the detailed information industrial buyers expected.
CMS & Marketing Infrastructure
The backend architecture was developed to support both operational efficiency and future marketing growth.
Reusable content systems allowed the platform to expand beyond static catalog pages into a more flexible marketing environment capable of supporting landing pages, SEO-focused content initiatives, and future product expansion.
Feature Highlights
Guided Product Discovery
The catalog experience was restructured around simplified browsing behavior and clearer navigation pathways, making technical product exploration more approachable.
Conversion-Oriented Product Pages
Product layouts emphasized quote requests and user progression without sacrificing technical depth.
Scalable Content Infrastructure
The CMS architecture supported future expansion while reducing long-term administrative complexity.
Outcome
The final platform gave Diversified Air Filters a significantly more modern and scalable digital foundation.
The product catalog became easier to navigate, conversion pathways became more visible, and the site gained the flexibility needed to support future marketing initiatives and product expansion.
More importantly, the project transformed the website from a static technical catalog into a more effective sales and marketing platform — one capable of supporting both user discovery and long-term operational growth.
