04 / Concept study
Field Protocol
What an industrial services company’s digital surface should do when the buying decision happens over months, offline, between four people who never meet the website at the same time.
- System
- Concept study
- Year
- 2025
- Sector
- Industrial services
- Capabilities
- StrategyDigital ExperienceAnalytics & Automation
- 01Reader-mapped architecture
- 02Specification layer
- 03Enquiry quality model
Self-initiated concept study. Not a commissioned engagement. The problem is real and researched; the company in it is not a client, and no results are claimed.
Context
Industrial and B2B services rarely convert on the site. The site is read by an engineer checking capability, a procurement lead checking risk, a finance approver checking terms, and — eventually — a decision-maker who was told about it by one of the others.
Challenge
Most sites in this sector are written for one imaginary reader. The study asked what changes when you accept there are four, they arrive at different times, and the only thing they share is that none of them will fill in a contact form on the first visit.
Approach
We modelled the four readers as four question sets, then mapped which page answers which. The capability pages answer the engineer. A specification and compliance layer answers procurement. A commercial terms page answers finance. The homepage does one job only: make the company credible enough to be forwarded internally.
The measurement model follows the same logic. The success event is not a form submission; it is a qualified enquiry that names a project, and the pages read before it are what get credited.
System
- 01
Reader-mapped architecture
Each audience has a page that answers it completely, and a path to the next reader rather than to a generic contact page.
- 02
Specification layer
Structured, factual, boring on purpose — the part procurement can attach to a document without rewriting it.
- 03
Enquiry quality model
Events measure what kind of enquiry arrived, not how many. Volume without qualification is noise in this sector.
Where it sits in the chain
- 01FoundNot part of this entry
- 02ReadIn scope
- 03ChosenNot part of this entry
- 04AskedIn scope
- 05AnsweredIn scope
- 06CountedIn scope
Derived from the disciplines this entry used: a stage is marked when one of them owns its invisible half.
Measurement
The measurement design is the deliverable. A purchase that runs for months cannot be judged by session conversion, so the model counts enquiry quality instead — whether a request names a site, a volume and a date — and treats the ratio of qualified to total enquiries as the number worth moving.
It has not been run against a live account. No baseline exists, and none is implied here.
Outcome
The study became our default architecture for considered B2B purchases, and the enquiry quality model is the measurement design we now propose whenever the sales cycle is longer than the session.
Self-initiated concept study, informed by publicly available sector research. No client commissioned it and no results are claimed.
Capabilities involved
- StrategyPositioning, audience and digital architecture decided before design starts, so the build has something to be right about.
- Digital ExperienceInterface design for sites, products and campaigns, designed at the component level and proven on a real phone.
- Analytics & AutomationOne event taxonomy, consent handled properly, and the repetitive operational work moved into software.
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