A buyer asks to see your equipment. It weighs several tons, it is bolted to a floor in another state, or it hasn't been built yet. So you send what you always send: a gallery of photos and a spec sheet as a PDF.
That works if the buyer is willing to do the hard part themselves. They look at a photo taken from the angle your photographer chose. They flip to page four of the PDF to find the part they are wondering about. Then they try to line the two up in their head. Some will. Others will give up and ask for a call, and now the next step is a meeting you hoped your website could save.
What photos and PDFs leave out
Photos show one angle at a time, and it is never the angle the buyer needs. They want to know where the service access sits, whether the control panel faces the aisle, or whether the unit fits the room. A photo answers those only if someone happened to shoot that view.
The spec and the part live in different places. The PDF says "6 inch inlet flange" and the photo shows a pipe. Nothing tells the buyer which one is the flange.
Video helps, but it is linear. You watch what the video maker chose to show, in the order they chose.
What an interactive 3D model adds
With an interactive 3D tour, the buyer holds the product. They turn it, zoom in on the part they care about, and tap a numbered marker. The camera moves to the right angle, and a panel opens with the spec, photos, a short video or the PDF for that part. The spec sheet opens at the part it describes.
The point isn't to impress anyone. A buyer who finds the answer to their own question in thirty seconds is closer to a decision than a buyer who is impressed and still has the question. Interactive 3D is a way of answering questions before they have to be asked.
You probably already have the model
Equipment is designed in 3D before it is built, so your engineers most likely have a model. Web 3D uses a format called GLB, and most CAD and 3D tools can export to it.
Be realistic about the file. A full CAD model with every bolt in it is far too heavy for a web page, and exporting a lighter version may take a short conversation with whoever owns the model. DITTO accepts GLB files up to 25 MB, checks yours when you upload it, and tells you in plain words if anything will be slow on phones.
Where it lives
The tour sits on your own website, in a page you already have, through one embed code that works on WordPress, Wix, Squarespace or a hand-built site. It shows a still cover image first and loads the 3D when a visitor taps it. The same page serves the buyer who found you in a search and the one your sales rep emailed a link to.
You choose what the tour looks like: your logo, your fonts and colors, and a pre-made setting or your own background image behind the product. Only the websites you list can show it.
What it costs, and what it replaces
There are three ways to do this today.
A custom 3D build from a studio is the most capable option, and it starts around $35,000. Grey State Development builds those, and some products deserve one.
Free viewers are a fine way to show a model. Adding spec sheets, video and your own branding to them usually means writing code.
DITTO sits between the two. It costs $4,000 a year per product, or $1,150 a quarter if you would rather not commit for a year. For comparison, the AFCEA TechNet Cyber 2026 AV order form prices one 55-inch touchscreen rental at $2,200 to $2,650 for a single show. A year of DITTO costs less than two of those, and it works on your website every day.
What it doesn't do
DITTO shows one product with hotspots. It doesn't let buyers switch colors or options, pull the product apart in an exploded view, or run on a kiosk in your briefing center. Those are custom projects, and they are what Grey State has built for more than ten years. A DITTO tour on your website and a custom project aren't competing. You can start with the first and add the second when you need it.
It also doesn't replace a conversation. It means the conversation starts with a buyer who has already looked closely at the product.
See one
We built a demo around a fictional pump skid. Spin it, tap a number, and open the spec sheet. It takes a minute, and it will tell you more than this post can.
Building your own is free, and you pay when you publish.