Huber Engineered Materials (HEM), part of J.M. Huber Corp., has announced the launch of its new website, which features a product identification tool that catalogs and sorts thousands of grades of the company's specialty ingredients. Visitors can choose from 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. "Our objective is to continually increase customer self-service features of our most immediate communication tool," said Tim J. Butler, senior manager, marketing communications. "If the utility of a website is customer focused, we can expect longer site visits and increased traffic, and encourage prospects to engage in the sales process."