The challenge
Medical products are technical, and the people researching them are usually short on time.
Visitors were facing:
Category pages with very little useful content
Technical product information that was hard to interpret
No clear picture of which products belong together
Little sense of which manufacturers Obsidian works with, or why to buy from them
From a business perspective:
A product-catalogue approach that listed items without telling the story of the range
Limited SEO visibility for category and clinical-area searches
No clear path from browsing to an enquiry
The strategy
We approached this project with two key goals:
1. Tell the Story of Each Category
Move away from a catalogue and give every main category its own content page that covers:
What the category includes
The clinical areas it serves
The partner brands behind it
Why Obsidian is the right supplier
A clear next step
2. Make Technical Products Easy to Understand
Turn specification-heavy supplier material into copy that:
Explains what each product does in plain language
Groups products in the order they are used in a procedure
Lets a non-specialist follow the range
The solution
1. Category-Led Site Structure
We developed a system where:
Angio, Cardio, Hospital, Point of Care and Orthopaedic each have a dedicated content page
Each page tells its category's story rather than listing stock
Visitors can move between categories from a single, consistent layout
2. Clear Product Communication
Supplier specifications rewritten into plain, readable copy
Products grouped into logical sub-categories, following the flow of a procedure
Partner brands introduced in context, next to the products they supply
3. A Credible, Clean Design
A layout that feels professional and easy to scan
Colours and typography chosen for clarity in a clinical setting
Simple navigation with clear pathways between categories
4. Search and Enquiry Foundations
Rank Math SEO set up around category and clinical-area searches
Gravity Forms enquiries so visitors can ask about a product directly
Built in WordPress and Elementor, so the team can keep adding content
Key Features Delivered
Five dedicated category content pages
Sub-category structure based on procedure flow
Partner brand sections
Gravity Forms enquiry forms
SEO-ready page structure with Rank Math
Mobile-responsive design
The results and impact
A clear story for every product category in place of a plain catalogue
Technical products explained in language buyers can follow
A structure that is ready to grow as more products and categories are added
A stronger foundation for search visibility across the range
A direct route from reading about a product to making an enquiry
If you're running:
A supplier or distributor with a technical product range
A business that sells to specialist buyers
We can help you build a website that is:
Clear to people outside your industry
Organised around how customers buy
Built to turn research into enquiries
Let's talk about your project
