This case study examines the extensive product catalog optimization project for Maxwell Supply Company, a premier distributor of industrial supplies. Recognizing the need for a more intuitive and search-friendly e-commerce experience, Maxwell partnered with IT Edge to overhaul their digital product database, focusing specifically on their extensive lines of 3M and Walter industrial products.
The project involved a meticulous, manual transformation of a massive master list of products. IT Edge’s marketing and web teams worked through thousands of individual SKUs—including 3M VHB Tapes, abrasives, and safety equipment—to perform individual SEO optimizations for every item. This process included writing search-driven product titles and descriptions, assigning high-quality product images to previously unillustrated listings, and ensuring that technical specifications were clearly highlighted to aid customer decision-making.
Beyond individual product improvements, IT Edge executed a complete structural reorganization of the Maxwell website’s catalog. By analyzing customer search patterns and industry standards, the team developed a new categorical hierarchy that grouped products more logically for end-users. This reorganization, supported by a dedicated 40-hour per month service block, transformed a complex inventory into a streamlined, high-performance digital storefront, significantly enhancing site navigation and organic search visibility for Maxwell’s core industrial brands.
