Building a Botanical Catalogue That Trades Like a Brochure
Species, Provenance and Seasonal Availability in One Structured Catalogue
A global supplier of nursery-grown trees needed a catalogue that reads like a botanical reference and sells like a trade brochure. We built a species-led site with seasonal availability, acclimatisation detail and sister-concern navigation.
- 40+Species documented in the catalogue
- 3Sister concerns unified under one navigation
- 12Countries reached by enquiry in year one
Context
A trade business selling something visitors can't touch
Mature trees are bought on trust — a landscape architect commits to a specimen months before it arrives. The old site showed species photographs with no provenance, no size grading and no answer to the question every buyer asks first: will it survive the transplant?
Goal
Make acclimatisation the headline, not the footnote
High Grown's real differentiator is scientific acclimatisation — conditioning trees to their destination climate before shipping. We moved that from a buried paragraph to a structural pillar of the site, so the expertise is visible before the price conversation starts.
Process
Catalogue first, marketing second
We started with the species data — botanical names, girth grades, availability windows — and let the layout follow the taxonomy. Photography was then commissioned to match the catalogue structure rather than the other way round, which kept the site honest as new species were added.
Elements
What we built into the page
Species Catalogue
Ficus, olive, plumeria and more, each with botanical naming and sourcing notes.
Seasonal Availability
A dedicated calendar view so landscape buyers can plan procurement windows.
Sister-Concern Routing
Fine Green Exports and JP Garden surfaced without splitting the brand.
Specialities Grid
Global sourcing, acclimatisation and worldwide shipping stated as buying reasons, not slogans.
Impact
Enquiries from markets the team had never marketed to
Search traffic now arrives on species pages rather than the homepage, and enquiries have come from landscaping projects across a dozen countries. The seasonal availability view has cut back-and-forth on lead times considerably.
About the client
High Grown Trees Eco Trading LLC sources and supplies premium nursery-grown trees worldwide, offering scientific acclimatisation and customised tree solutions for large-scale landscaping projects.
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