Form Cut Industries, a manufacturer of specialized terminal pins and formed wire parts, wanted a new website to better communicate the company’s capabilities.
Engineers were finding the website through search, but only when they searched for the very specialized materials listed on Form Cut’s material list.
Form Cut, however, also specializes in extremely tiny parts.
The challenge: How to communicate Form Cut’s capabilities
On the surface, the formed wire parts Form Cut manufactures look straight-forward. Many of the parts are straight or bent, made of stainless steel, copper or one of several alloys, and include machined threads, hooks, cutouts, flat ends, or other standard treatments.
One of their parts, however, is so small, 32,000 of them fit into a thimble. These tiny parts feature intricate details, such as machined grooves or knurling, that aren’t visible to the naked eye.
Words such as, “We make parts as small as the thickness of a human hair,” while dramatic and descriptive, are easily missed when skimming a web page.
They also don’t readily create a picture in the reader’s mind. How often do people look at single strands of hair?
The solution: Professional photography and photo captions
To address this challenge, Huff Industrial Marketing recommended Al Ferreira, industrial photographer, to shoot high definition photos of their very small and intricate parts.
Instead of simply creating a photo gallery, which is what many manufacturers do, we divided the photos by product type, and used them on the new Products pages to illustrate exactly the types of parts Form Cut could produce.
Most importantly, we added photo captions to explain exactly what engineers were seeing in the photo – right down to dimensions, specialized machining, and materials used.
Other redesign benefits included:
- Creating a new Testimonials page — HIM called Form Cut’s customers, which provided two benefits: learning more about the company and why their customers did business with them for years, and writing original testimonials that tell the story
- Writing copy for two new sections: Capabilities and FAQs
- Adding an RFQ form
The result: A website that tells a dramatic story
Effective website messaging combines words and images to tell a story – in this case, the story of Form Cut’s specialized wire forming capabilities.
Blocks of dense technical text or stand-along photo galleries have little impact on the reader. They also tell an incomplete story.
When combined, however, description copy and photos with captions help buyers and engineers understand what a company offers, as well as build authority and trust – thus leading to more inquiries and sales.
