We first rebuilt UCOATE in early 2025, replacing a site that undersold an SGS-certified product range. It worked, and then the business changed underneath it: the money was in bulk supply to contractors and facilities teams, and in OEM for brands wanting their own line, not in explaining four bottles. So we rebuilt it again as 60 pages, with 42 guides answering the questions people actually type when they are worried about a new flat, and a trade route that treats a reseller differently from a homeowner.
UCOATE · 5 weeks · August 2026
Project Details
UCOATE has supplied formaldehyde and VOC removal products in Singapore since 2018, SGS-certified at 93.83% removal, EN 717-1 tested and OECD 420 non-toxic. The 2025 site presented that well to somebody who already knew what formaldehyde was. The problem is that almost nobody arrives knowing. They arrive because a new BTO smells strange, or because they read something about a mattress, and they are searching in plain language that the site had no page for.
People do not search "formaldehyde remover". They search whether new furniture smell is dangerous, whether charcoal or plants actually work, how long to wait before moving into a renovated flat, and whether IKEA furniture is safe. A product catalogue cannot answer any of that, so the visitor never arrives in the first place.
A homeowner buying one spray and a contractor ordering in bulk at trade pricing are not the same customer, and an OEM partner wanting their own branded line is a third thing again. The old structure pointed all three at the same product pages.
SGS certification at a specific measured figure, plus EN 717-1 and OECD 420, is genuinely rare in this category and is the whole reason a facilities manager can specify the product. It needed to be a headline claim, not a logo strip.
A school, a healthcare facility, an office fit-out and a new home have different exposure risks, different decision makers and different purchase sizes. One generic "solutions" page served none of them properly.
We rebuilt around the question rather than the product. Answer what someone is actually worried about, then show them the certified thing that fixes it, and give the trade buyer a different door.
Does charcoal remove formaldehyde. Do plants. Does vinegar. Does an air purifier help. How long does it off-gas. How long after renovation can you move in. Is IKEA furniture safe. What are safe levels in a home. Several answer honestly that the folk remedy does not work, which is what makes the ones recommending a product believable.
Separate guides for a new BTO, a resale HDB flat, a new condo, a landed home and a rented room, because the surface area, the budget and the amount of new furniture are completely different in each. It is the same product with five genuinely different sets of instructions.
Homes, offices, schools and healthcare each get their own page with the exposure case and the buying context that fits. A school procurement officer and a homeowner should not be reading the same page.
The hero states plainly that contractors, facilities teams and resellers order in bulk at trade prices and that UCOATE runs OEM for brands wanting their own line. A dedicated OEM and partnership page carries that conversation, so a wholesale enquiry never has to start on a consumer product page.
The SGS figure of 93.83% sits in the eyebrow above the H1, and a certification band under the fold carries SGS Certified, EN 717-1 Tested and OECD 420 Non-Toxic. Marked up with Organization and LocalBusiness schema so the same credentials are machine-readable.
These are the real pages, captured from the live site rather than mocked up. Scroll inside either frame to move through the whole thing, and switch between how it looks on a desktop and on a phone.
The rebuild turned a catalogue into a destination. UCOATE now has a page for the question that starts the search, months before anyone is ready to buy, and a separate route for the bulk and OEM business that had been hiding behind consumer product pages.
Total Pages
A product showcase
60 pages
Guide Content
None published
42 guides
Audience Routing
One path for everyone
Consumer, trade and OEM routes
Sector Pages
One generic solutions page
Homes, offices, schools, healthcare
Certification
A logo strip
Headline claim at 93.83%, marked up in schema
The one part of this page I cannot write myself.
“Terris completely transformed our online presence. The new website looks professional and scientific, exactly how we want UCOATE to be perceived. We're now appearing on the first page of Google and getting significantly more enquiries from both homeowners and corporate clients.”
UCOATE Team
Management, UCOATE
4 phases from kickoff to launch.
Researched what people actually search when they suspect a formaldehyde problem, and turned that into the 42-guide map and the four solution verticals.
Developed the teal and navy system, the product carousel, the certification band and the guide templates.
Rebuilt on Astro, migrated the four product pages and the existing content, and built the solutions, technology and OEM sections.
Published the guide library, implemented schema, checked internal linking from guides into products, and deployed.
Tell me what your site is doing now and what you want it to do. I will tell you honestly whether it needs a rebuild, a restructure, or nothing at all.
Terris
The person who will actually reply
See what Terris can do for you, just like we did for UCOATE. Get a free consultation today.
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