The company is more capable than it looks
There's equipment, certifications and years of orders delivered, and none of it is visible. A new buyer judges by what they see, and what they see is an out-of-date page.
Sectors
Industry: brand, website and technical communication
Communication for people who work with machines
Metalworking shops, industrial fabricators, maintenance firms and manufacturers 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 is a production director, a maintenance manager or a purchasing department, and each one needs a different level of detail.
The answer isn't fancier language, it's better organisation. An industrial website has to say, in a few seconds, what the company does, with which materials and processes, at what capacity and for which sectors, and only then go deeper. If a buyer looking for a supplier doesn't find the process 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 factory.
Nobody understands the list of services
The processes are written in the factory's internal language. Whoever's searching doesn't use those words, and so they don't find you, neither on the website nor in search engines.
There's no catalogue and no technical sheet
When equipment, parts or subcontracted work are being sold, the lack of an organised catalogue means repeating the same explanation to every customer.
The website only speaks Portuguese
Half the possible customers are abroad. Without an English version, or one in the language of the export markets, the company never even makes the supplier list.
The trade fair ends and nothing is left
Stand, leaflets and cards made in a hurry, each in its own style. The contact from the fair gets home, opens the website and doesn't recognise the company they saw in the hall.
What we usually do in this sector
From the brand to the catalogue, by way of a website a buyer can read in two minutes.
Website with the processes explained
One page per process or capability, written in the words of someone looking for a supplier, with materials, tolerances, sectors served and how to request a quote.
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 repetition.
Versions for export
The website and sales material in other languages, with the right technical terms for each market, reviewed with someone who knows the product.
Brand applied to the factory
Logo, colours and rules, applied to the façade, interior signage, workwear, vehicles and documents. It's what makes a company look organised before the first meeting.
Trade fairs and presentations
Stand, leaflets and sales presentation with the same face as the website, so the contact from the fair recognises the company when they look it up later.
Services most requested by industrial companies
Each page explains the process, the deliverables and the questions asked most often.
- Websites, with one page per process;
- Branding and naming, for new or dated brands;
- Layout, for catalogues, tables and technical sheets;
- Graphic design, for signage, trade fairs and vehicles;
- SEO and SEM, for searches by process and by material;
- Stationery, for quotes, delivery notes and shipping documents;
- Online shop, when parts or equipment are sold.
Projects in the sector
For Sucatas Martins we created the brand, the website, the print, the window graphics and the premises decoration, and looked after the communication. For Bytexdesign we built the website, and StrongWeld is brand work for an industrial company. Close to this sector is Toptronics, specialising in electrical installations and electromechanical maintenance in the Aveiro district, for whom we built the website. See the portfolio.
Common questions from industry
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 goes live. We don't make up capabilities or figures: anything that isn't confirmed is left 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, and a purchasing department goes further: it wants to see capacity, certifications and customers. That's the moment the website decides whether the company makes the supplier list.
Do you build the website in other languages?
We do. The platform treats languages as versions of the same page, each with its own address for search engines. Technical terms are reviewed with someone from the company, because a literal translation of an industrial process is rarely the term a foreign buyer searches for.
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 both sides time. If the work is made to measure, a good quote request form does the job better.
Is your factory worth more than the website shows?
Tell us what you make, for whom and for which markets. You'll get a proposal with scope, phases and price, from the brand to the website and the technical material.