The company is more capable than it looks
There's equipment, process certifications and years of cases solved, and none of it is visible. A new customer judges by what they see, and what they see is an out-of-date page.
Sectors
Industry and motor: brand, website and technical communication
Communication for people who work with their hands and with machines
Garages, maintenance firms, metalworking shops and manufacturing businesses almost always share the same problem: they do work that's hard to explain to an outsider, and it's that work that justifies the price. Whoever decides on the purchase might be a business owner, a maintenance manager or a private individual, and each one needs a different level of detail.
The answer isn't fancier language, it's better organisation. A website in this sector has to say, in a few seconds, what the company does, for which machines or brands, at what capacity and in which area, and only then go deeper. If whoever's searching doesn't find the service they need straight away, they move to the next one on the list.
What usually isn't working
The most frequent signs that the communication is falling short of the work.
Nobody understands the list of services
The services are written in the company's internal language. Whoever's searching doesn't use those words, and so doesn't find them, either on the website or in search engines.
The brand never leaves the invoice
There's no identity applied to the vehicles, the gate, the workwear or the documents. In a trade where the company travels to the customer, the vehicle is the most-seen piece of material there is.
Every request comes in by phone
Without a form or a booking system, every request ties up a person. And whatever comes in after hours gets lost.
There's no catalogue and no technical sheet
When equipment or parts are being sold, the lack of an organised catalogue means repeating the same explanation to every customer.
What we usually do in this sector
From the sign on the façade to a website with the list of services people actually search for.
Website with the services explained
One page per service, written in the words of whoever's searching, with the area covered, the type of work and how to ask for a quote. That's what we did for Toptronics.
Brand and fleet application
Logo, colours and rules, applied to vehicles, workwear, signage and documents. It's what makes a small company look organised before it's said a word.
Catalogues and technical sheets
Documents laid out for reference, printed or as a file, with tables, measurements and legible part numbers. They settle the sales conversation without repeating it.
Request and booking form
A form that collects what needs to be known before answering, such as the equipment, the make or the registration, so the first contact already arrives with the right information.
Local presence in search
Search engine work centred on searches by service and by area, which is how most of these enquiries turn up.
Services most requested by industrial and motor companies
Each page explains the process, the deliverables and the questions asked most often.
- Websites, with one page per service;
- Branding and naming, for new or dated brands;
- Graphic design, for vehicle graphics, signage and workwear;
- Layout, for catalogues, tables and technical sheets;
- SEO and SEM, for searches by service and by area;
- Stationery, for quotes, delivery notes and job sheets;
- Online shop, when parts or equipment are sold.
Projects in the sector
Toptronics is a company in the Aveiro district specialising in electrical installations and electromechanical maintenance: we built the website, with the services and the work already done given pride of place. COMAVAUTO, Suvicar, Sucatas Martins, Brandauto and X-Detailer Box are brand and communication work for companies in the motor trade. See the portfolio.
COMAVAUTO brand, print, vinyl graphics and space decoration
COMAVAUTO
Suvicar name, brand, website, integrations and communication
Suvicar
Sucatas Martins brand, website, print, vinyl graphics, decoration and communication
Sucatas Martins
Brandauto brand
Brandauto
StrongWeld brand
StrongWeld
X-Detailer Box brand
X-Detailer Box
Common questions from industry and motor
The questions that reach us most often in this sector.
Our work is very technical. Can you write about it?
We can, with your help. The copy comes from interviews with the people who do the work, and it's always checked by you before it's published. We don't invent capabilities or figures: whatever isn't confirmed stays out.
Do we need a website if most customers come by referral?
Referral is still the main route, but whoever gets the name will check it before phoning. That's the moment the website decides whether the company looks trustworthy.
Do you handle vehicle graphics and signage?
We do the design and prepare the files for production, with the right measurements and colours. Production and fitting are done through the suppliers we work with, and you can place that order yourself or have it go through us.
Is it worth selling parts online?
It depends on the catalogue and on who's buying. If there are many part numbers and customers reorder, an online shop saves time on both sides. If the work is made to measure, a good quote request form does the job better.
Is your company worth more than the website shows?
Tell us what you do, for whom and in which area. You'll get a proposal with scope, phases and price, from the brand to the website to the technical material.