We’ve just launched a new website for a long-term client, a manufacturer’s representative for flow control products. They’re local to us, so we had the opportunity to visit their warehouse and get a clear idea of the products they supply. Every website we build is specifically designed to do the job the site owners need it to do, and they’re a good example of the range of the jobs in question.
Many websites have the goal of displaying products in tempting ways, encouraging visitors to shop either on the site or in a brick and mortar store. This makes sense for sellers of shoes and camping gear, but nobody sees an influencer hawking Triple Offset Metal Seated Butterfly Valves on TikTok and dashes over to the website to scroll through all the options and choose their favorites to pop into a shopping cart. If you happen to need a Triple Offset Metal Seated Butterfly Valve for your petrochemical refinery, you know exactly what you want and you need it as quickly and reliably as possible.
A visitor to this type of website doesn’t need to be wooed. The site needs to show clearly and efficiently that the company ny has the goods and can be trusted to provide them.
We started the homepage with a clear statement and then showed the industries the company serves, linking to their specific pages from eye-catching photos.
The logos of the manufacturers they represent also make a clear statement of what they have to offer. This is actually important for all websites, but in this case we took it very literally. The rest of the homepage contains equally clear information, followed by a button for the major Call to Action — a quote request.
SEO is important
Since this company provides products that people purchase rather than things they desire or shop for, plenty of traffic is not as important as it would be for a consumer packaged goods company. But they need to show up right away when qualified purchasers look for the goods they supply.
Interior products pages include the essential keywords that will help search engines find them.
Case studies
In addition, case studies for each of the industries they serve give opportunities to clarify for the search engines where the company has expertise. These stories also clarify for the humans the special skills and knowledge this company commands, and they offer compelling narratives for people who take more time exploring the site before deciding on this supplier. Web content is always most effective when it works for both the search engines and the human visitors.
We kept the case studies short and sweet, making sure that each word did its job and there were no extraneous frills to lesson the effectiveness.
Technical updates
We built a site for this company about a dozen years ago, and it served them well all that time. Building their new site allowed us to update the site to make sure it is current and stable on the backend as well as continuing to be effective for their company.
The resulting website meets the needs of the company and its customers. A one-size-fits all template can’t always accomplish this. Your company, office, or cause may never need quick service with butterfly valves, but you should put the same level of thought and planning into your website decisions. If you need help with your next website, we’d love to work with you. Use our simple contact form to begin the conversation.
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