Custom Build Websites
For years, designers would bring me into their website projects to provide the copy. I learned quite a bit, specifically, the importance copy plays in telling a company’s story.
Design firms, however, started projects focused on design (because of course, that’s what they do). My copy, and the story it told, was an after-thought, something added after their work was almost done. The result was often a website with misaligned messaging — especially for manufacturers.
Wanting to change things, I began overseeing the entire project start-to-finish. I wanted manufacturers’ stories to drive the design. My designer, Rachel Cunliffe, agreed with me and became my collaborative partner. Our first manufacturing client was Kays Engineering in 2014.
Today, I ensure your website clearly and beautifully tells your story while also attracting prospects and new hires.
“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
What’s your story?
Ed Kays started Kays Engineering in 1980 as a small welding shop. Today, the company manufactures Made in USA precision machining equipment with meticulous attention to detail. Ed Kays has a marvelous sense of humor, and tells the best stories. I love listening to him because he makes me laugh.
What’s a Custom Build Website?
It’s a website that tells your story and is based on your history, values, and expertise. It incorporates what makes you unique, and features original copy, design, photography, and coding. It’s also the foundation for ongoing marketing.
(Hint: It’s 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
Telling your story starts with the factory tour
My objective: To learn about you and your company.
During the tour, I run my hands over parts, watch people work, and look at *everything* from ceiling to floor. I talk to machine operators and look closely at their workspaces. I ask a ton of questions.
My designer Rachel Cunliffe said, “You notice everything!” As a manufacturer, you’re focused on the daily grind. It’s easy to lose sight of how amazing your company is and how your ingenuity and innovative spirit infuse all that you do.
I see these values first hand when I tour your factory. They’re what make you different — the foundation for your story.
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
Professional photography: Make a great first impression
When it comes to explaining the importance of professional photography, 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.
We pick up these messages intuitively; the disconnect happens when words and body language don’t match.
It works the same with your website. Any small thing can create distrust, such as DIY images when your message is “highest quality – attention to detail.” To showcase your company in its best light (literally – ha!), I rely on industrial photographer Al Ferreira. His work is stunning.
To build trust and ensure the right message is told, I create the photoshoot list, attend the shoot, and art direct the photos.
“Flawless execution”
“Huff Industrial Marketing redesigned our website, moving from Wix to WordPress. They refreshed our brand, and revised our messaging and RFQ form. The largest part of the project was creating the product menus by aircraft for our hundreds of flight simulation products. Flawless execution from start to finish, and they quickly launched it in time for our big trade show.”
— Aaron Lackman, Director Simulation Sales & Marketing, Bugeye Technologies
Tight-knit team
While I oversee each Custom Build Website start-to-finish, including strategy, messaging, writing copy, etc., I couldn’t do it without my team.
We’re a tight-knit group that combines artistry, creativity, and a rock-solid skill set based on years of experience. Each of us is super smart. We’re also perfectionists.
We bring this expertise and drive to every website we create. Together, we ensure each website is flawless, tells your wonderful story, AND delivers the results you want.
On a more personal note, building websites for small manufacturers, and telling their amazing stories, is what brings me a great deal of joy and happiness.
It’s my mission to keep good jobs here by supporting U.S. manufacturing. Equally important to me is helping you meet your goals. It’s why I put considerable time and energy into each website we build.
Your story is important – let’s tell it
Your business is your story. I ensure it’s memorable — from messaging and copy to design and photography.