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Friday, April 18, 2014

Job Shops Can Leverage Website Content Strategies to Grow Their Business

keats new-resized-600

Keats Manufacturing redesigned its website to highlight experience, professionalism, and capabilities, and now draws 2,000 leads a month. Source: Keats Manufacturing.

In “What Makes an Effective Online Strategy for Job Shops?” Thomas Web Solutions’ regional web solutions product manager, Joe Nieckarz, writing for the blog Industrial Marketing Grind, highlights some tips for job shops looking to increase their web presence and grow their business. (Industrial Marketing Grind is a publication of Thomas Web Solutions, a sister business unit under ThomasNet, publisher of IMT Machining Journal.)

While many job shops may have basic websites, Nieckarz notes that increased company involvement is the beginning of an effective online strategy. The website acts as a communicator for job shops to “showcase their capabilities and past work” in order to make themselves stand out from the crowd.

Further, shops using a website to articulate the quality of their work can do so in a way that draws high-quality leads. By answering questions up front on the website, inquiries from interested parties are more likely to be productive.

Simple, modest websites of the past featuring bland colors and little content are no longer viable in the competitive online space. Nieckarz cites the experience of Keats Manufacturing, a job shop that updated its website from providing basic contact information to featuring descriptions of the company’s capabilities and illustrations of past jobs.

Matt Eggemeyer, vice president and chief operating officer, told Nieckarz, “I’m getting almost 2,000 qualified buyers to my site every month now. It far surpasses the results of our former sales activities and that’s what I need to grow my business.”

For all machine shops out there, check out the full article for tips on optimizing your business through a stronger website presence.

Brian Lane

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