AK-tech.

AK-tech supplies industrial chemicals: epoxy metal repair compounds, adhesives, sealants, abrasives, rust releasers and lubricants.

Nobody buys products like these because of a nice photo. The customer is a technician or someone from purchasing who arrives with a specific problem and is looking for a specific product. The fewer clicks it takes to get there, the better.

The range is organised by what a product does rather than by who makes it. Adhesives, sealants, abrasives, sealing and thread-locking products and rust releasers each have their own category, so customers search by the job in front of them.

The phone number is in the header on every page. With technical products a large share of enquiries end in a phone call, because the customer wants advice on what to choose, so the number shouldn’t be tucked away on the contact page.

White space and the blue logo are joined by a single strong colour, yellow, which only appears where people are meant to click: the button on the opening screen and the product category tiles. The photos show stainless piping, pumps and motors at work, the kind of setting where AK-tech’s products are actually used.

The type is a plain sans serif with bold headings, so they stay legible over a photo. We didn’t dress the company up as a lifestyle brand. Technicians and buyers aren’t looking for atmosphere. They want to see that they’re dealing with a supplier who understands production and maintenance.

AK-tech makes do with three menu items: home, products and contact. The product range opens straight from the header, so a technician who knows they need a sealant or an abrasive can skip the homepage entirely. For anyone less certain, the same categories appear as tiles just below the opening photo, each with an icon and one line on what it’s for.

Below the range there are a few lines about the company, including the fact that it also supplies other traders, either unlabelled or under their own label. That part is written for firms looking to put their own brand on the same products.