A technology and content team built a programmatic engine of thousands of pages

The situation

A boiler parts business had a catalogue far too large to market page by page. Buyers search for specific parts, models and compatibility questions, and answering them manually would have taken years. The solution needed a developer to build the system, a content specialist to design the templates and data, and a search specialist to make sure thousands of generated pages were useful rather than spam. No single hire has all three skills, and no agency vendor would own the data model.

What was done

• Modelled the parts catalogue as structured data that could generate accurate pages
• Had a developer build the programmatic system and a content specialist design the templates
• Assigned a search specialist to set quality rules so every page answered a real question
• Published in stages and measured which page types attracted buyers
• Documented the system so the business could extend it without the original team

What it shows about teams

Some growth problems are engineering problems. The answer here was a system, built by a developer, a content specialist and a search specialist working as one team, and handed over with documentation so the business owned it. That is what an outsourced technology team or a fractional CTO with specialists delivers: not a one-off project but a capability the company keeps. It is also why we write SOPs and playbooks for every system we build.

Figures as published at https://hvac.agency/case-studies.