In federal buying, the credentials are the product.
Lorimar Group equips defense, federal, public safety and industrial teams with mission critical two way radios, headsets, batteries and intrusion detection systems. It is a service disabled veteran owned small business holding a GSA Schedule. In federal procurement those facts are not background. They decide whether a buyer can purchase at all.
The situation
A contracting officer with a requirement and a deadline is not shopping. They are checking whether a vendor can be bought from under an existing vehicle, whether the socioeconomic status helps meet a set aside goal, and whether the CAGE code is active.
If those answers are not immediate, the buyer moves on to a supplier where they are. There is no persuasion stage to reach.
The old site treated all of that as company background rather than as the qualifying information it is, and buried the catalog behind generic product pages.
What we found
Four credentials, all of them procurement gates, and none of them above the fold. SDVOSB status, the GSA contract number, the CAGE code and the California DVBE registration are the first things a federal buyer verifies. They now sit in a bar above the navigation on every page, in the order a buyer checks them.
The second finding was the catalog. Over six thousand parts, searchable, which is a genuine advantage against a distributor who makes you call for availability. That number is now on the button rather than hidden behind the word products.
The third was that twenty four hour service is not a nice line in this category. When a radio system fails during an incident, the supplier who answers is the only one that matters, and saying so plainly is stronger than any claim about commitment.
The decision
Put the contract vehicles above the navigation. A contracting officer reads that bar before anything else on the page, and it answers can I buy from you before the question is asked.
Lead on availability rather than on catalog breadth. When the signal has to hold, we are already there, followed by the plain statement that we answer the phone at three in the morning.
Make the parts count the call to action. Search 6,353 parts is a specific promise that a generic browse products link is not.
Build the search structure around part numbers, radio models and the agencies that buy them, because that is how this demand actually arrives.
What we chose not to do. Trade offs are the interesting part of any project, so we publish ours.
- We did not soften the military and procurement vocabulary. The buyer uses it daily and plain consumer language would have signalled a vendor who has never held a contract.
- We did not hide the rental and repair services behind sales. A department that cannot buy this quarter can often rent this week, and that is a live path to revenue.
The work in numbers.
These describe what the project produced rather than what it earned. We do not publish performance figures a client has not approved, so where those exist they appear here, and where they do not, this is what we can say honestly.
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Tell us what you sell, who buys it, and what is not working. You get an honest read on whether we can move the number, usually within one business day.
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