About McNally Industries
McNally Industries (“McNally) serves the United States Department of Defense and the world’s largest prime contractors with hydro-mechanical and electro-mechanical systems as well as complex, precision machined components for critical defense and aerospace applications. McNally is a full-service manufacturer providing product design and testing as well as build-to-print manufacturing.
Situation: A Website in Need of a Modern Revamp
McNally Industries is a unique client due to the fact that new lead generation isn’t a high priority for them. They possess mostly exclusive contracts with the Department of Defense and don’t compete directly on their existing products and services.
When they came to us about our services, the focus was singular: update an outdated website design for a new one that is state-of-the-art and modern. While lead generation wasn’t a number one priority, they still wanted their new website to be a place that backed up their existing validation and trust. That was the jumping off point that Windmill used.
Solution: A Modernized Aesthetic, Improved Tech, and Streamlined Navigation
We had a big task when it came to McNally: completely updating their website aesthetic without losing the traditionally strong presence their business conveys. To make the process as efficient as possible, we went with the WordPress CMS. WordPress gave us the flexibility to create a custom theme for their website that could easily integrate with CRM and Marketing platforms offered by HubSpot. Not only did WordPress’s ease-of-use benefit us, but it also offered McNally an easier admin experience, making future updates or changes on their end far simpler.
Like mentioned above, McNally’s main desire was to improve the look of their website. They wanted it in line with current trends: modern, clean, and easy to navigate.
We accomplished this goal by developing and rolling out a modular site design strategy. By drafting templates to be used as the building blocks of each new page, we were able to create a sense of cohesion and intention throughout each page on the site. This consistency combined with other updates to make a website that fit the client’s needs. These other updates included the addition of iconography to enhance content, an increased use of high-quality images on the home and high level service pages to add a visual dynamic, and an updated graphic footer that makes it far easier for site-visitors to get in touch if they wanted.
With navigation, we focused on simplification and accessibility. There was a particular spotlight on making sure case studies were related on all site content to best represent a comprehensive view of McNally’s expertise. By improving the amount of cross-links to case studies, we were able to increase the likelihood of visitors landing on those pages and finding desired validation.
When it came to the content going on their newly designed site, we offered McNally personalized training. This training helped them grasp an updated voice that keeps “fluff” to a minimum and highlights their competence and problem solving abilities. This way McNally will be able to update their site content regularly over time without losing the impact brought to them by the updated website design.
Are you looking for a digital marketing partner that understands the complexities of your industry? Let’s talk today
Windmill Strategy is a web design company & digital marketing agency helping manufacturing and industrial companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.