A ventilation supplier whose buyers search by part
Lucht & Ventilatie B.V. supplies a whole ventilation project from one place: heat recovery units, air handling units, fans, duct heaters and coolers, dampers, filters, grilles, silencers and controls. The company has over 50 years in the trade, keeps large stocks in its own warehouses in Waalwijk and either ships or lets installers collect.
Their buyers are installers and engineers, and they rarely search for a supplier. They search for a part: a heat recovery unit with a thermal wheel, a duct fan, a volume controller. That is where we came in, on findability.
Findability built into the shop itself
The work sits in the shop, not next to it. Every product group has its own page that explains the component before it lists it: what it does, what to weigh when choosing one, and which related parts belong with it.
Next to that runs a news section that answers the practical questions installers actually type into a search bar.
- A page per product group, from heat recovery units to grilles and silencers.
- Copy that explains the choice: air capacity, noise, filter class, summer bypass.
- Articles on real questions: when to replace a heat recovery filter, how to calculate ventilation, roof penetrations on a flat roof.
- Internal links from each category to the parts that go with it.
- Titles written for the search, such as "Buying heat recovery units, residential and commercial".
The category pages are the ones that do the work, because that is where an installer lands when they search for a part.
The result
The webshop now has a page for every product group, written around the terms installers use, with a news section that keeps growing next to it.
Net unit prices are visible without an account and an account adds the agreed discounts, so a visitor who arrives from a search can select a part, download its documentation and order it in the same visit.
Want to be found for what you actually sell?
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Justin van Dongen
Founder & digital growth partner
