Web Development

Development of Internet Webs

Optimize Your Web Site For Manufacturing

Rock-Solid Preparation

Representing a manufacturing-based business effectively via an Internet channel requires a unique focus incorporating applications which enable industrial buyers to research sourcing alternatives, communicate effectively with preferred suppliers, and identify manufacturing technologies providing needed solutions to their business problems. These Internet channels are where buyers are submitting RFQs for custom manufactured parts and services and where suppliers bid, collaborate and form partnerships from the sales and marketing opportunities they encounter.

Our process starts with the fundamental considerations needed to establish this necessary, unique focus.

Manufacturers across a wide range of industries face many common challenges with the growing mix of complex products, global expansion of operations, and outsourcing. Many organizations are deploying either industry standard quality management methodologies such as Six Sigma and ISO 9000, or implementing other quality practices to reduce costs, shorten cycle times and improve overall product and process quality. Our development process incorporates considerations of these quality mandates as many manufacturers have to comply with ISO9000 or other quality systems to continue to be a preferred supplier to their customers.

development overview

Our Development process is the foundation for every project we address. The process itself may be simple and straightforward or as complex as the client requires to clearly define and articulate the desired messages. Considerations of client internal assets are utilized to provide necessary design criteria and evaluations of how existing systems might benefit from online integration are combined to establish a basic brand consistency. Solid copy and design execution are key to translating online exposure to offline behavior.

Don't develop a Web site without reasonable, business-oriented goals. Like any other marketing campaign, online marketing success comes from measurable objectives, strong content, and comprehensive marketing plans. Positioning your company ahead of the pack will make customers think of you first, but positioning is no accident. It is the result of planning, preparation and hard work. Whether you have a mature Web site, a newer Web presence, or you're about to launch or create a site to represent your manufacturing business, you must have a strategy to maintain this critical channel.

UNDERSTANDING THE AUDIENCE

As important as knowing your site's message is knowing its audience. "Everyone on the Web" is too vague an audience to be useful; you should have some particular kinds of people in mind - perhaps even specific people to use as models.
Typical audiences might be:

Everyone in a certain industry
Practitioners of a certain skill
Purchasers of a certain product
Purchasers of a certain service
Users of a specific product or service

Once you have defined who the desired audience is, learn whatever you can about them. Are they technical, artistic, or people-oriented? What are their skills and interests? What's their level of vocabulary and education? Do they respond more to detailed text or to color, style, and visual metaphors? Understanding the interests, needs, and motivation of the customer is paramount in establishing successful, user-centric campaign presentations. The "desired visitor profile" is critical to the design process.

We strongly recommend potential clients avoid the use of "Boiler Plate", catch phrases, and "buzzwords" in their consideration of content. Be specific in describing who you are, what you do, how you do it, and how the customer benefits. Offer specific details that differentiate your company and establish the foundation for your own unique selling proposition. We would also recommend potential clients visit the sites of major players within their industry, as well as competitor's sites, and develop a set of criteria for concepts that they find favorable and those they would wish to avoid.

We offer our experience in the metals and plastics industries to recommend considerations for content based upon the client's definition of the desired visitor, and critique proposed content through scheduled reviews with the client.

Our initial focus is in assisting small businesses to make the determination whether establishing a Web Presence would be beneficial, and, if they decide it is, to help them do so effectively.

Our Development Process begins with clear definitions of your online objectives. We will ask the hard questions that can't be avoided to assist in determining how the Internet can complement your company's plans.

Examples of such questions would be:

What are your marketing goals?
Who is the target customer?
How accurately can you profile your target customer?
Can you define your customer's intentions, goals, and motivation?
How does the Internet fit into your company's plans?
Are you expanding into new regions? Selling new products?
How will the Internet change business?
What's your budget? Have you defined a minimum ROI for the project?

The questions offered above and below appear to be rather straightforward at first glance, but try answering them in a quick and concise manner! Thriving in today's complex environment requires not only an intimate knowledge of the online channel, but also how it relates to all other channels, to your customers and to your overall business strategy.

Are your customers online? If not, invest elsewhere!!
Are your competitors online? If so, has the Internet helped their businesses?
Does your product lend itself to direct sales?
If not, use the Internet for marketing rather than selling.
Do you have the distribution and/or resources to handle Internet customers?
Does your company sell to regional or national customers?
If your business is strictly local, will Internet marketing help meet business goals?

... all questions that must be addressed and answered to establish the foundation for a productive Web Presence and avoid wasting a great deal of time and money.

For a complete, detailed description of our process in Web Development, please contact us using any of the methods described on our "Contacts" page.

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Vectored Resources PO Box 28 Dunedin, FL 34697-0028 Ph: 727.734.3638 Fax: 727.734.1672