Tyra Douyon - August 31, 2023
Schmale Machinery, an innovative engineering company specializing in customizable machine-building, needed a redesigned website to communicate its brand voice effectively. Their goal was to create a personable and professional website to drive more traffic to their site and generate more leads in the United States. The project called for an informative website featuring a simplified interface and an interactive platform to engage visitors.
Schmale Machinery’s previous website was created from a simple, ineffective template. It included minimal details about the company, and its range of machines and tools, which made it difficult for potential clients to understand the full scope and potential of each product and its designs. However, with a fresh approach and a renewed strategy aimed at enhancing the site, Rearview designed a customized website to refine this client’s brand voice. This approach centered on integrating an interactive user interface (UI) and introducing an integrated booking engine, all geared towards boosting website conversions.
What We Did 💡
We capitalized on their experience in the industry and highlighted their expertise and stellar customer service with essential taglines that appeared on the landing page via a polite but continuous popup. These taglines were overlaid on a video of the Schmale machines and the machine operators working on the technology. We also added videos throughout the site to improve UX and give it an SEO (search engine optimization) boost to its ranking.
Why We Did It ❓
Proper placement of a video on the website’s landing page provides supplemental material to static content. Videos quickly convey the brand’s message, help with engagement/create a lasting impression on new visitors, and increase the likelihood of web conversions. Coding the site to avoid pre-roll or competitor advertising at the video close is a key element to success with this strategy. Our implementation for Schmale Machinery ensures that site visitors stay longer and convert more often.
What We Did 💡
We added Schmale’s 3-D graphics and animated videos to the redesigned website to showcase the company’s machinery products, parts, processes, and services.
Why We Did It ❓
3D graphics offer several benefits for web design, such as creating a more realistic and immersive experience for users, showcasing products or features in a dynamic, memorable way, and enhancing the brand voice and style of a website. Animated videos deepen visual understanding better than traditional images. They are also easy to understand and increase retention rate (how long visitors stay on the website).
What We Did 💡
We updated the logo with a new color palette inspired by the American flag and included a graphic of the flag to the left of the company name.
Why We Did It ❓
The objective was to symbolize how their customer service is customized to cater to clients in America, regardless of location.
What We Did 💡
We added comprehensive information to the website to educate clients about the company’s services, the capabilities of its products, and the invaluable benefits they bring that could help their business succeed.
Why We Did It ❓
Adding more details–such as definitions and examples–to the website about their specialty machines and parts improved brand credibility. Schmale machines can cost up to 1 million dollars or more, so showing the company’s knowledge about their products and expertise in the field instills confidence in potential customers and encourages them to contact the company to complete their purchase.
What We Did 💡
We included the contact information of their lead customer service representative as a webpage header so clients can easily find the information they need for any questions or concerns. We also used the representative’s photograph on the landing page.
Why We Did It ❓
We added the phone number, email address, contact hours, and picture of the lead customer service representative to emphasize Schmale’s commitment to personalized customer care.
What We Did 💡
We included information about their technical services, employee training, and development advice with several tabs that provide more information. At the top of the section, we also included a review.
Why We Did It ❓
Adding these components further drives Schmale’s commitment to quality customer service and highlights the different ways they help their employees and assist clients.
Schmale’s website redesign aligned with the company’s overall business strategy of improving its brand voice. We accomplished Schmale Machinery’s goal of having an improved website by doing the following:
In the years ahead, these technical changes can continue to establish credibility and build trust for better client retention. Fostering relationships that translate into sales stands as a primary goal for Schmale Machinery.
If you need a lead-generating website redesign for your business, contact us and learn how Rearview Advertising can help meet your goals!
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