Discovery
The Discovery Phase is where I learn all about you and includes the following tasks and events:
- A facility tour during business hours.
- Interviews with your key personnel: CEO / Owner, sales & marketing team, engineers, etc.
- Thorough analysis of your branding and messaging across social channels, search engines, marketing collateral, etc.
- Review of your business vision, goals, initiatives and sales processes, and more.
- Competitor analysis, including messaging, branding, and other relevant information.
The facility tour in action
During the tour, I run my hands over parts, watch people work, and look at *everything* from ceiling to floor — all while taking notes. I ask about tolerances, material, quantities made in a day, etc. I talk to machine operators and look closely at their workspaces. I love learning how stuff works!
Rachel Cunliffe has often said, “You notice everything!” That’s because I’ve learned that manufacturers have so many interesting things going on, they no longer notice because they see them every single day.
The little details that become part of the website messaging
While walking through one manufacturing space, I noticed shipping boxes with “Made in USA” labels. We didn’t use that message, but we featured those boxes in a photoshoot.
I like viewing workspaces or cells and reading the notes people leave to themselves or the ideas they’re working on. Ditto for the tools people often custom-make via 3D printing.
I look at how tools and materials are organized in drawers, on shelves, or in bins or other holders.
I look at how parts are readied for shipping: what kind of paper or other material is used to prevent them from being dented or scratched? How is everything labeled? Is the company using barcodes and travelers?
I look for how the company handles scrap and other materials — from cardboard to the metal shavings from the CNC machines.
I take photos and lots of notes and then incorporate all of this detail into the Strategy & Messaging.
What I pick up watching people work
Some facilities are brightly lit and so clean you can eat off the floors. Others are a combination of super clean and a little messy, depending on the work area; some places are downright yucky.
One space was dark and needed some serious cleanup. But the parts they made? OMG — amazing! I decided right then we’d do in-studio photography, and that’s what happened.
I listen to the music that’s often playing and look at the people working. If the management team is doing a good job, you can sense and even see the entire company is working toward a common goal. People are happy and excited.
The interview process
Second to the facility tour is the interview process, which includes the main people on your team, from CEO / Owner to sales and marketing, engineers, etc.
Interviews are conducted by phone. To keep things efficient and to help you prepare, I provide questions a day or two before the call. Then, I listen to you talk while taking thorough notes (I type super fast!). I pay close attention and ask clarifying questions.
The goal of these calls is to get into the nitty gritty about your business, goals, types of customers you want, industries you want to target, etc.
The reason I do calls, versus having you send me written answers to questions, is because I get better information when we have a conversation. And too, I want to save you time plus keep the project moving. I know you’re busy.
The information gleaned from these interviews is added to the Strategy & Messaging, and becomes the basis for the website content. (If additional information is needed while writing the copy, I’ll ask for an additional call.)
Each interview is approximately 20 to 30 minutes and is based on your schedule. I keep things super easy for you.