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Earning High Scores

Thanks to the thorough approach Diemasters took with its new website—in the product flow area and others—it’s consistently appearing in the top 10 sites of companies of interest. And DeLay is finding that OEMs typically will ask to visit only three to five of those top 10. Since launching the new website, DeLay definitely notices an increase in the number of visits from prospects.

“Once we get prospects into our plant,” adds DeLay, “the conversion rate is high.” For example, DeLay describes a new account landed last July specifically due to the supercharged website.

“The strength of the new content added to the site drew them to the site and led to a visit to our facility,” says DeLay. “After they witnessed in person what they viewed on the site, they decided to source a major assembly with us.

“One of the primary goals we established when deciding to invest in the website was to use it to open the door to more complex assembly work for our customers, and that’s exactly what this new project comprises,” continues DeLay. The new customer has Diemasters manufacturing parts for, and assembling, a complex electrical assembly that DeLay expects will lead to success with similar new accounts.

Attracting the “Right Prospects”

There are plenty of other information-packed tabs on the website, including several minutes of narrated video sequences providing up-close looks at the technology being used throughout the facility. What caught our eye was how short (and sweet) the Request for Quote (RFQ) section is—“designed that on purpose,” notes DeLay. He notes that the goal was to provoke website visitors to “give us a call and ask to schedule an onsite visit, rather than spend a lot of time preparing an online RFQ.” Also missing from the RFQ area (by design) is the ability to upload a drawing with an RFQ.

“We have found that when companies attach part drawings, we often have several questions and may wind up going in a wrong direction,” says DeLay. “So we designed the RFQ area to encourage companies to reach out to us so that we can discuss project details in a more direct .

“And,” he adds, “we also want to avoid those prospects looking to treat suppliers as commodity stampers—OEMs that tend to blast their projects and part drawings to every stamper with an online RFQ form.”

Last but Not Least—Selecting the Right Technology Partner

Just how did DeLay and his team go about selecting a technology partner with whom it could work to develop a website different than that from most other metalformers? For starters, since search-engine optimization and search score were so critical, DeLay only considered website-development companies whose own websites scored high on search engines. The thought was that if a company couldn’t drive its own search score high, it likely would struggle to deliver the results Diemasters expected.

The team also sought a “good-old-fashioned advertising company” that had expanded into website design and web-based marketing, rather than hiring a relatively new company specializing only in website design that otherwise lacked a solid background in business-to-business marketing.

A third qualifier, explains DeLay: “I did not want to hire a website developer that already had created a site for a metalforming company, because I did not want just another run-of-the-mill contract-manufacturing website. I wanted a fresh perspective.” Those three qualifiers flushed out the potential list of partner candidates to just three local companies, including Killian Branding.

Now that the site has become so successful, is DeLay worried that his competitors will imitate what he’s done—with his website and with his company?

“As long as we don’t stop innovating, we’ll stay ahead…by several steps,” he boasts. MF

Industry-Related Terms: Core, Drawing
View Glossary of Metalforming Terms

Technologies: Management

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