Hi, I'm Terris. I designed and built this site myself, start to finish.
UCOATE supplies SGS-certified formaldehyde and VOC removal products in Singapore.
The project at a glance
This is the second site I've built for them. The first, in 2025, took them onto page one of Google and tripled their enquiries. When the money moved to bulk supply and OEM, I rebuilt it as 60 pages, with 42 guides answering what worried homeowners actually type and a trade route that treats a reseller differently from a homeowner.
- Client
- UCOATE
- Industry
- Indoor Air Quality
- Location
- Singapore
- Built
- August 2026
- Time to build
- 5 weeks
- Live site
- ucoate.sg
What I did
Built with
Astro, Tailwind CSS, TypeScript, Schema.org, Google Analytics, Google Search Console
In numbers
- 60 Pages Rebuilt
- 42 Guides Published
- 4 Solution Verticals
- 93.83% SGS-Certified Removal
Counts from the site I built, and figures the business publishes about itself.
What wasn't working, and how I fixed it
Before
The old site kept the certification in a logo strip
SGS testing at 93.83% removal, EN 717-1 and OECD 420 are rare in this category, and they're the reason a facilities manager can specify the product at all. On the old site they were easy to scroll past.
What I did
I made the SGS figure the first thing you read
The line above the headline reads SGS-certified, 93.83% removal, since 2018. Under the hero, a navy band carries SGS Certified, EN 717-1 Tested and OECD 420 Non-Toxic over the logos of clients it has supplied, such as Marina Bay Sands, Mizuho and MPA. Organization and LocalBusiness markup gives Google the same credentials.
Before
The old site sent contractors to the homeowner's pages
The first site I built them, in 2025, explained four bottles. Then the money moved to bulk supply for contractors and facilities teams, and a buyer ordering by the case still landed on the same product pages as someone after one spray.
What I did
I gave trade buyers a section of their own
Why trade buyers order from us is written for renovation firms, designers, facilities teams and resellers. It lists bulk supply at trade pricing and SGS paperwork they can hand to their own clients, puts the SGS test reports right beside it, and ends on Get trade pricing.
Before
The old site had no door for brands wanting their own line
OEM is a third business again, a brand that wants UCOATE's formula under its own label. On the old site that conversation had to start on a consumer product page.
What I did
I gave OEM its own section and its own page
Launch your own air-purification line offers OEM, ODM and private label on the SGS-certified formulations, with low minimum orders and a quick turnaround. Beside it sits a three-step guide to using the products, and Explore OEM & Partnership opens the page that carries the rest of that conversation.
Before
The old site only spoke to people who knew the word formaldehyde
Worried homeowners search whether new furniture smell is dangerous, or how long to wait before moving into a renovated flat. The old site had no page for any of that, so they never found it.
What I did
I wrote 42 guides for the questions people actually type
Does charcoal work? Do plants? How long after a renovation can you move in? Several of the guides say plainly that the folk remedy doesn't work, and they link through to the products. On the homepage, Just renovated your home? asks the same way and leads a homeowner to the hand spray on Shopee.
The same care on every page
The Formaldehyde Remover and Technology pages beside the homepage, captured from the live site.
What changed from the old site to the new one
| What | Before | After |
|---|---|---|
| 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 whole site, desktop and phone
These are captures of the real pages. Open either frame to scroll down the full page.
How the build ran, 5 weeks in all
-
Content Strategy 1 week
Researched what people actually search when they suspect a formaldehyde problem, and turned that into the 42-guide map and the four solution verticals.
-
Design 1 week
Developed the teal and navy system, the product carousel, the certification band and the guide templates.
-
Build & Migration 2 weeks
Rebuilt on Astro, migrated the four product pages and the existing content, and built the solutions, technology and OEM sections.
-
Content & Launch 1 week
Published the guide library, implemented schema, checked internal linking from guides into products, and deployed.
Jerry Zhang from UCOATE left me a Google review
We are really glad to have met Terris. Over the past few years, our company had engaged a few different companies to help us with SEO and website optimisation. Unfortunately, most of the time, we only realised after 1 to 2 years that they were not really doing the work properly. Some only focused on simple backlinks to push up the ranking for a while, but the website itself was not really improved. Terris is very different. He is very proactive, sincere, and serious about his work. He always takes the initiative to ask me many detailed questions about our company, our services, and our customers, so that he can understand the business better and improve the website in the right direction. We can really see the difference after working with him. Our website ranking has improved, and the website also looks much more professional, clean, and trustworthy after his optimisation. If you are looking for someone reliable to handle your SEO and website, I would highly recommend Terris. He is someone you can work with with peace of mind, and the results really speak for themselves.
Jerry Zhang UCOATE, Google review Jun 2026 More I've built for Jerry Zhang: UC Fresh Air
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