Case study · IT & ELV systems
A solutions site and a product catalogue, captured on one architecture.
A UAE IT & ELV integrator with a software development arm needed a site that works as both a solutions site (12 capability areas) and a product catalogue (specific vendor SKUs the buyer searches by name). FM, HR/ops, and security consultants search for capabilities and model numbers separately — the site has to catch both.
- Client
- Onexpertis
- Industry
- IT & ELV / access control · CCTV · automation · UAE
- Year
- 2024
- Service
- Custom websites
- Stack
- Custom React-style front endDeep catalogue routingBook-inspection flowWhatsApp CTA
- Live
- oneexpertis.com
The brief
Catch capability searches and model-number searches on the same site.
The B2B buyer here — facilities managers, HR/ops leads, security consultants — either searches for a specific product (e.g. “Matrix COSEC ARGO Face”) or a capability (“visitor management system Dubai”). The site has to capture both intents and route to a free site inspection.
What we built
Two-axis architecture: 12 solution pillars × named SKU detail pages.
Solutions axis — Access Control, CCTV & Surveillance, Time Attendance, Network & Cabling, Visitor Management, Canteen Management, Home & Office Automation, HRMS, Employee Self-Service, Garage Management, Turnstile & Tripod, Mobile Applications.
Product axis — named SKU detail pages nested under each pillar: Matrix COSEC (VEGA FAX, ARGO Face, PATH, ARC DC200P, VYOM, CENTRA, SAMAY), SATATYA CCTV (MIDR20FL, PIBR30FL, NVR1601X, SAMAS VMS), Cisco switches, and proprietary products (AutoPro Garage, custom field-service apps). Brand-trust strip (Matrix, ZKTeco, Hikvision, Cisco, D-Link, Honeywell) anchors authority.
Architecture & SEO surface
Solution → product nesting and an inspection-first conversion.
- Solution → product nesting (
/services/{pillar}/{product-sku}) captures branded-product search — high-intent buyers who already know the model they want. - “Book Free Inspection” as the primary conversion, correct for ELV/security where a site survey is the real first sales step (vs an instant e-commerce add-to-cart).
- Software-product pages (HRMS, ESS, garage management, custom apps) extend the brand from hardware reseller into a software/integration vendor — higher-margin positioning.
Why it works
Specific SKU pages signal we actually deploy and support these systems.
ELV/security integration in the UAE is fragmented between box-shifters and serious integrators. Publishing specific Matrix/SATATYA SKU pages wins the FM/consultant buyer over a generic “CCTV installation Dubai” competitor. The dual taxonomy lets the site rank for both the category query and the model-number query — two different buyers, one site.
The build