The first time your future customers experience your brand will most likely be through the company’s website. In the 20 seconds they spend on your home page and a few more minutes clicking through the site…
What key messages do you want to convey…?
- We’re quality-focused
- We’re customer-oriented
- We’re innovative
- We’re the value leader
- We’re responsive
… and what actions do you want them to take?
- Learn more about your capabilities?
- Read a case study?
- Browse educational content (articles, videos, white papers/e-books)?
- Download a datasheet?
- Order replacement parts?
- Fill out a contact form or request a quote?
70% of buyer research happens before sales involvement
The website is your firm’s marketing hub — a place where you convert visitors into leads and leads into sales. For your site to generate more leads and subsequent conversions, it must become a trustworthy and authoritative voice in your niche. As a result, you’ll attract more visitors and increase brand visibility. How would you answer these four questions?
- Can engineers or technicians learn something new from your content?
- Can they quickly find and download your latest product datasheets?
- Can you capture website activity and provide the sales team with qualified leads?
- Can you engage prospects and drive repeat visits to stay top of mind during a long, complex sales cycle?
Because technical buyers and engineers have little time to waste, you need to guide them as quickly as you can to what they’re looking for. Rather than showing them “marketing fluff,” help them find that datasheet and answers to the questions they need!
The website features that help you turn visitors into customers include factors such as loading speed, the preciseness of your product database and filtering, and how easy it is for engineers to discern which product or product line is right for them.
Using disciplined processes and proven, agile methodologies, Windmill Strategy partners with you to design and build a site that achieves all your goals. Whether you need a lead-generation machine, online brochure or B2B e-commerce center, we have your back.
We approach every custom-manufactured website project with real-world insights and data-driven analysis to ensure smooth user experience and an unfettered customer journey.
Most technical and industrial companies wouldn’t expect one-size-fits-all services or off-the-shelf products to fulfill the needs of every customer. In the same way, we don’t use off-the-shelf designs and functionality to meet your website needs.
After consulting with your team to define your business goals, target audience, and website functionality, we guide the development process through user experience and site architecture (sitemaps, wireframes), visual design, content strategy, copywriting, SEO, web development and hosting.
Moreover, if your site must meet GDPR and accessibility compliance guidelines, we have the experience to guide you along this path. Your site is designed and built by a skilled team that follows a structured methodology that encompasses four significant areas:
Site Architecture, User Experience and Visual Design
Long before products make it to the production line, they existed as a CAD file. Think of your site architecture as your website’s CAD file equivalent. Our strategists spend time creating optimized layouts — expressed as wireframes — for you to review and share with team members. Sometimes, it takes a few iterations with collaborative feedback to perfect your unique pages.
Through extensive usability studies and professional experience, our UX strategists understand how technical audiences, such as engineers, scientists or surgeons, interact with websites. We look closely at user flows and information finding patterns to optimize how visitors locate information and perform tasks on your website. These insights and findings influence the site’s final design and functionality.
In addition to creating websites that attract and captivate your audience, we build them so anyone can maintain the content. Our focus on your site’s administrator role ensures you won’t get frustrated when content updates are made.
Content Strategy, Sales and Marketing Alignment, Copywriting and SEO
Your company’s unique content strategy helps you plan, create and deliver useful content across all of your marketing channels. Aligned content strategy ensures your marketing messaging is consistent with the messages that resonate in the sales cycle, and that it’s consistent from your website to printed datasheets to other touchpoints. We’ll also help you and your sales team, and subject matter experts (SMEs), develop and fine-tune key messages that set you apart from your competitors.
Writing for digital applications such as websites and landing pages takes skill and experience. If you don’t have in-house copywriters with the right skill sets, Windmill Strategy’s copywriters can save you time and free up your staff to focus on marketing tasks that are core to your business. Our writers have broad industry experience and focus their time interviewing engineers and other technical leaders to tease out the memorable narratives and storylines that separate you from the “pack.”
As our copywriter creates your new content, they craft the messaging using unique keyword phrases that appear on each page. Keyword research by our search engine optimization (SEO) team helps your content get found by qualified prospects using familiar search terms. The goal is to have your content appear as close to the top of a search engine results page (SERP) as possible for searchers whose queries are closely aligned with what you offer.
Optimizing Your Technology Stack
Technology is the linchpin of your company’s website. Depending on your needs, together we’ll choose from a variety of content management systems (CMS) that provide your site visitors with the best user experience. In today’s world, with more of your prospects accessing websites on smartphones and other devices, it’s critical your site be responsive—a term that means your site looks and responds great on everything from a PC or Mac to the latest smartphone and tablet.
For the typical technology stack, we’ll choose from numerous CMS options and apps: WordPress, Concrete5, HubSpot, Magento, Shopify, and others. Regardless of platform, you don’t need to know any code or have HTML experience. CMS management is as intuitive as using a word processing program or writing an email.
Additionally, we’ll help you integrate all the specialized apps you need to help your systems operate seamlessly throughout the enterprise. These essential tools could include any of the following:
- Hubspot • Salesforce • Pardot • Enfor • Syspro • Netsuite • Acumen • Sage • Quickbooks • UPS / Fedex / Easypost • Avalara • Taxjar • Google Maps • MailChimp • Constant Contact • Docusign • Twilio • Zapier
- Calendar meeting scheduling like Calendly, Acuity
- Payment gateways like Stripe, Square, Authorize.net
- Form generators like Cognito Forms, FormAssembly, Formstack
- Other CRM, ERP, LMS, Accounting or data-driven tools, including a few where we had to write the API itself
Testing, Security, Maintenance and Hosting
Before your website goes live, we run it through a phalanx of testing to ensure it’s fast-loading, secure and reliable. For instance, to make sure your new site renders consistently across browsers and platforms, we test it using Firefox, Chrome, Safari, Internet Explorer, Opera, iOS, and Android. We also test the site in the final hosting environment to ensure all functionality is working once the site is live.
How fast your website loads and its reliability depends on the quality of the hosting platform or server, therefore, we ensure that your site is on a hosting account that provides top performance. We develop your website within a secure hosting environment. Our structured go-live process ensures no last-minute surprises or hurdles before launch, while making sure the site is properly indexed by Google and Bing. One last quality check ensures forms and functionality are working as expected and without issue. When it’s time to “go live” all it takes is a few keystrokes.
Generally, most of our clients have us host and maintain their sites once we go live. The handoff is seamless, minimizes risk and translates into long-term cost savings. The payoff: your site is always safe and secure, and operating at 100 percent efficiency. We offer hosting plans from certified partners that deliver best-in-class uptimes and reliability, including a no-hack guarantee. Fewer worries spent on hosting and maintenance leaves you with more time to create that next lead-generation campaign.
There’s a saying within the website development community that website work is never done. We’re well past the days when you could launch your site and forget about it for a year. Your products are continually changing, along with your competitors. Every day, Google alters how it evaluates and presents your web pages to users seeking information. Additionally, CMS software updates and security patches need to be attended to promptly.
Advanced analytics tools that reveal the actions of website visitors help us better understand their browsing behaviors. Tools such as heat maps show us where your visitors are clicking on content and how much time is spent on each page. Through continuous improvement processes that aren’t too different from the same methodologies you use to improve your products, we’ll work together to continually fine-tune your website to improve performance.
In a way, websites are like Formula 1 cars in they demand constant tweaking and testing to squeeze just a bit more performance in the form of leads, fewer bounces or more downloads. Once more, changes to your business are happening ever faster.
Maybe Mario Andretti wasn’t just talking about racing when he observed, “If everything seems under control, you’re not going fast enough.”