Huber Engineered Materials (HEM), part of J.M. Huber Corporation, announced the launch of its new Web domain, www.hubermaterials.com, which will feature a robust product-identification tool.

ATLANTA -- Huber Engineered Materials (HEM), part of J.M. Huber Corporation, announced the launch of its new Web domain, www.hubermaterials.com, which will feature a robust product-identification tool. The new product finder will catalog and sort thousands of grades of Huber specialty ingredients and offer site visitors four different methods to streamline the search. Products can be sorted by product chemistry, product brand name, use/application and market.

HEM markets precisely engineered, particle-modified silica/silicate, kaolin clay, calcium carbonate, alumina trihydrate, barium sulfate and magnesium hydrate, including many food and USP-grades. Based on the grade, the specialty inorganic powders are the foundation to many common, everyday products, including coatings. The diverse applications in which these ingredients can be used, combined with the sheer quantity of offerings that HEM manufactures, are what drove the site's new direction.

"Our objective is to continually increase customer self-service features of our most immediate communication tool," said Tim J. Butler, senior manager, marketing communications for HEM. "If the utility of a Web site is customer focused, we can expect to lengthen site visits, increase traffic and encourage prospects to engage in the sales process."