Boyd Industries
AI-assisted catalog imagery, website, ecommerce and digital marketing for Boyd Industries, who have built dental and medical operatory equipment by hand in Florida for 65 years.
Overview
Boyd Industries has spent 65 years designing and building operatory equipment and cabinetry for dental and medical specialists: chairs, carts, cabinets, and treatment tables, still built by hand in Florida. The catalog was deep and the reputation established, but the website read like a parts list and said nothing about the company behind it.
The old site organized hundreds of products the way the factory thought about them rather than the way specialists shop. Someone arriving to outfit an oral surgery suite had to already know Boyd's model numbers to get anywhere. Nothing conveyed the manufacturing story, and nothing turned a steady stream of qualified traffic into leads the sales team could act on.
We rebuilt the site around the specialties Boyd serves, so the catalog now mirrors how buyers actually think, with filtering and instant search layered on for anyone who would rather browse the full range. Art-directed photography, on-hover angle swaps, and keyword-aware copy carry the product detail. A gated resource library converts traffic into leads, and a two-way integration keeps the site, the store, the CRM, and Microsoft Dynamics in sync.
The work since has been about the pictures on it. Boyd builds to order, and a single chair carries dozens of upholstery colorways before configurations and camera angles multiply it again — far more variants than any photo shoot can cover. We built a pipeline that starts from Boyd's own product photography and generates the operatory around it, computing every colorway from the published swatch values and measuring each result back against them, and against the original photograph so a frame is rejected if the product has drifted. It runs in a tool Boyd's own team can open, and adding an angle or a configuration multiplies the set again without another photo shoot.
Services
- UX Design
- Web Design
- Web Development
- Content Strategy
- SEO
- CRM/ERP Integration
- Lead Generation
- Inbound Marketing
- AI Image Generation
- Catalog Imagery
- Workflow Automation
Scaling Real Catalog Photography Without a Photo Shoot
- Every finished image starts from Boyd's own product photography.
- The room comes from a model trained on Boyd's own installed operatories.
- All 47 upholstery options computed from the official swatches, generated, and measured.
Catalog Imagery at Scale
It starts from a photograph. The room is generated. The color is computed.
Built to Order, at a Scale Photography Cannot Match
Boyd builds to order. One chair carries dozens of upholstery colorways, and configurations and camera angles multiply that again. Photographing every variant is not feasible.
What Boyd does have is years of clean product photography on white.
It Starts from Boyd's Own Product Photography
Every finished image starts from Boyd's own product photography. In a catalog image the product is the entire point, and it is the one thing that should be a true representation rather than an interpretation.
So every frame is measured against the original and rejected if the product has drifted.
Rooms Trained on Boyd's Own Operatories
Rooms come from a model trained on Boyd's own installed operatories, so the environments represent real Boyd installations rather than a generic dental office.
Each room's lighting is then measured and applied to the product physically, which is what keeps a composited image from looking composited.
A Complex Workflow, Simple to Run
ComfyUI is the industry standard for this kind of work and, just as importantly, a tool Boyd's own team can open and run.
The Boyd steps are 23 custom nodes written for this project. Every stage is visible, previewed on the canvas, and prints how far the result landed from specification.
Measure It, Do Not Eyeball It
Every color is computed in CIELAB from Ultraleather's published value and measured back against it in ΔE2000. A gate rejects any frame where the model altered the chair.
Generate Once, Iterate Freely
The environment is generated once, and every colorway is computed onto that same frame in milliseconds — so iterating costs no further generation.
The Deliverable
A full catalog set from photography Boyd already owns, color matched to the swatch book and measured to prove it. Add an angle or a configuration and it multiplies again, with no new photo shoot.
Website Overhaul
The website came first. Boyd approached us to rebuild it, and the imagery work above grew out of that engagement.
A dated product catalog became a content-driven buying experience, reorganized around the specialties Boyd serves and wired into the systems behind it.
A Catalog Organized by Specialty
Categories lead with photography of real operatory rooms instead of product thumbnails, so visitors recognize their own practice first and the equipment second. Category and industry filters sit alongside for anyone who wants the full range.
Product Pages Built to Sell
Each product page pairs art-directed photography with rewritten copy. Hovering an item swaps to a second angle or a custom configuration, and every title and description was reworked around the terms specialists actually search for.
Merchandising the Category Page
Category pages promote three featured items up top, giving Boyd a lever to steer attention toward the products they most want to move rather than leaving the order to chance.
Resources That Generate Leads
A resources hub offers catalogs and specification guides behind a short form. Visitors trade contact details for the download, and the sales team gets a qualified lead instead of anonymous traffic.
Connected to the Back Office
A two-way integration links the website and store to Boyd's CRM and Microsoft Dynamics ERP. Inventory stays current without anyone updating it by hand, and new enquiries route straight into the sales pipeline.
Search Strategy from the Ground Up
The engagement opened with an SEO audit and competitor analysis mapping where Boyd already ranked, where rivals were winning, and which keyword opportunities were going unclaimed. That research shaped the site architecture and every line of product copy that followed.
One Piece of a Bigger Plan
The website anchors a broader program covering content marketing, organic search, inbound, and lead nurturing, mapped end to end so each channel feeds the next.
Results
Catalog restructured around clinical specialties, with filtering and instant search
Two-way CRM and ERP integration syncing inventory and routing leads
SEO audit and keyword-led rewrite across the full product line
Catalog imagery for the full colorway range, built from photography Boyd already owns