Custom Build Websites
For years, I watched designers begin a website project without waiting for my messaging and copy. In fact, few designers even read what I wrote — they simply dropped in my copy wherever it fit. I’d feel angry and disappointed because the design detracted from the client’s story — rather than supporting it.
I wanted to change things, and decided in 2014 to take charge of the entire process. At the same time, I made the decision to work exclusively with Rachel Cunliffe, a world-class designer — because she actually read what I wrote!
Together, we ensure your website’s copy and design clearly and beautifully communicate your story. I create the messaging and write all the copy. Rachel reads it and asks questions before getting to work. I review all her mockups and provide feedback. Only then do you see them.
It’s why Matt Kays says, “The result is “AMAZING!!”
“In 2020, we hired the Huff Industrial Marketing team to redesign our website. The result is AMAZING!! Even better, the new website delivers RFQs every week. This is the second redesign they’ve done for us — the first was in 2014.
Dianna is extremely knowledgeable in the B2B industrial marketing realm, and has helped us improve the marketing strategy of our small manufacturing company. I highly recommend Huff Industrial Marketing for any website or marketing needs you may have.”
Matt Kays, VP of Business Development, Kays Engineering
Let’s tell your story
Your story is your competitive edge . . . we tell it in a way your prospects and customers can’t ignore.
What you get with the Custom Build Website package
(Hint: Everything you see here)
Discovery
- Collect information about your business and industry
- Facility tour and/or interviews with key personnel, including sales team
- Analysis of your branding and messaging across social channels, search, marketing collateral, etc.
- Competitor analysis, including their messaging, branding
Strategy & Messaging
- Project Strategy document based on Discovery phase
- What makes your company different and why
- Target audiences, their challenges and how you solve them
- Lead generation and sales process
- Brand assets and how they’ll be used throughout the website design
Original Copy
- Word doc that includes all the copy for all the pages
- Site map and navigational structure
- Title and meta tags for search
- Calls-to-action / Footer copy
- Open job positions
- RFQ / Contact form / Job Application form
Design & Development
- Custom-designed WordPress theme based on Project Strategy and written content
- Design mockups delivered via Sketch for you to review
- Standards-compliant HTML5/CSS coding; conforms to Google’s stated guidelines
- Clean, flexible, fast-loading and 100% glitch-free code
- WordPress and applicable plugins installed and set-up; Private development server
- Speed testing, optimization, and QA testing
- Style guide with fonts and colors for consistent marketing
Launch
- Redirects
- Configure web host
- Migrating the website to go live and/or moving to a new website host
- Comprehensive User Guide
- Training
- Minor updates within two weeks of launch
- Create Analytics goals
Project Management
- Ensure messaging is communicated through entire build: Design, photos, images, copy, calls-to-action, etc.
- Keep project milestones on schedule
- Provide prompt responses to all questions via video call, phone, or email
- Work with the photographer and attend the photoshoot
- Technical support
- Access to Basecamp, our easy-to-use project management tool where you can see all work being done and communicate with anyone on our team, any time
Professional photography: Make a great first impression
When describing the impact of our Custom Build Websites and why they attract prospects and new hires, I often use the analogy of meeting someone for the first time.
Within five seconds, you make judgements based on the messages the person is telegraphing: Do I trust this person? Do I want to do business with this person? We pick up these messages intuitively; the disconnect happens when words and body language don’t match.
It works the same with your website. The big disconnects happen when poor images don’t match the message. To showcase your company in its best light, I always recommend hiring a professional industrial photographer. I rely on Al Ferreira (right). His work is stunning.
By providing Al with a photoshoot list, attending the shoot, and art directing the photos, I ensure we stay on message.
Outtake
Scene: On the shop floor, watching Al Ferreira do his thing.
Client: “We need to get Al to photograph how we move stuff around with our big machine. It’s so cool how we do it.”
Me: “Why? What message are we communicating? Where will it go on the site?”
Client: [brief silence] “Oh, right. Never mind.”
That’s what I do — and it’s why people who view your website will reach out to you. (Why? Because it fosters trust from the get-go.)
Optional Add-Ons
Special Features
- Advanced product filters to aid search
- Dealer logins
- E-commerce
- Multi-language
- External integrations
- New or updated logo design
- Photography
Maintenance & Support
- Ongoing website support for nominal annual fee
- WordPress and plugins maintenance
- Site updates
Ongoing Marketing
- Custom Programs
- Content Marketing, PPC, PR
- One-off projects: Business collateral, trade show backwalls, etc.
- Website updates
- Weekly Conversion Reporting
- Complementary Matomo Analytics account
Basecamp: One-to-one communication
We use Basecamp to manage the many changes, messages, tasks, and files involved in building custom websites.
Basecamp allows you to easily view tasks assigned to different team members (including yourself), see conversations between our team and you, and track progress on the work being done.
You can communicate directly with Rachel Cunliffe or Stephen Merriman, our developer — versus going through me, although I’ll certainly take care of everything for you.
The three of us continually hone our process to keep things efficient — so you can focus on running your business!
“I called the people listed on your website. They all said the same thing: ‘Hire these ladies. They’re amazing.'”
Owner of a small welding shop, in an email to me
Rachel Cunliffe and I began working together in 2010. We strive to continually improve our work by being open to new ideas and fresh perspectives.
We meet regularly via Zoom to discuss current website projects and ongoing client work. We talk through challenges, brainstorm solutions, and make changes on the fly.
We’re very good friends and have a true collaborative partnership. We’re not afraid to push back on each other and our ideas. We’re proud of what we’ve achieved — both as friends and as professionals.
Don’t leave telling your story to an amateur
Your business is your story. My team and I ensure it’s memorable — from messaging and copy to design and photography.