About the project
Polycar is a company that applies protective vehicle coatings using polyurea spray technology. From its facility in Ümraniye, it coats a range of bodies, from pickup beds to trucks and from caravans to containers, and also carries out specialized applications for sectors such as military and defense, marine, infrastructure and OEM.
The hard part
The challenge here wasn’t explaining the technology — the real issue was that visitors come to the site with two different questions. Some visitors know what they want coated: “I want to coat my caravan.” Others arrive thinking about their industry: “I’m looking for a coating solution for the defense industry.”
Both are buying the same service, but they don’t search with the same words. If we had built a single “our services” page, both groups would have struggled to find what they need.
How we built it
- We split the site along two axes. On one side, coating by body type (pickup beds, trucks, caravans, containers, off-road); on the other, applications by industry (military and defense, marine and boats, infrastructure and municipalities, pipe coating, automotive/OEM). Whichever door visitors come through, they reach the right page.
- We gave each body type its own page. “Caravan coating” and “container coating” are separate searches; grouped on one page, both would have been invisible.
- We led with benefits, not chemistry. Instead of polyurea’s technical properties, we emphasized concrete outcomes like durability and fast return to use — the things that drive the customer’s decision.
- We made the application visible. The coating process was supported with video; for a little-known process, video answers “how is it done?” fastest.
- We opened a short path to a quote. Since pricing varies by body and surface area, the flow leads straight to a quote request instead of a fixed price list.
The result
The result is a corporate site that serves audiences searching for the same service in two different languages of search, and makes a technical process easy to understand. The structure was designed to grow as new body types or industries are added.
