On The Web, August 2005

Your Site Doesn't Always Speak To Strangers

Use your site to answer questions such as the following, which might be posed by a stealth prospect digging deeper into what you do.

"What projects have you done that are similar to mine?" Describe projects you're proud of that are industry- or process-specific (aerospace, medical, EDM, titanium, hard turning, high volume, prototype and so on). These might directly relate to a prospect's project or needs.

"What do you do beyond the specs of the part?" Explain the logistical and ancillary support you provide for your customers (finishing, shipping, quality, file transfer, project support and so on).

"How have you expanded your capabilities/technologies for past projects?" Portray your shop's growth, not only in terms of time, but also in terms of processes. Longevity is important, but so are agility and the ability to grasp and implement new technologies. Have you adopted high speed milling, knowledge-based programming or other technologies? If so, explain how, and describe the benefits it had for you and your customers.

"How have you overcome challenges to provide better service?" If you're in the manufacturing business, then you've had to deal with a calamity or two. Describe what happened, what processes were applied, what type of customer/industry it was and how you saved the day.

"How have you improved your processes and capabilities, perhaps even mid-project?" As with the previous question, explain how you have suggested and adopted new technologies or processes outside the original scope of a project that translated into real value for a customer. Define the characteristics of those solutions as they relate to specific industries, and describe the process changes that made the parts better or cheaper.

Go beyond the part specifications and machinery you own. Take an applications or sales engineering approach. Get to the heart of what differentiates you from your competitors. Explain it as though you are speaking to someone who already knows a bit about you.

Job Shop Site Of The Month

Want to see a collection of sites established and run by your peers that offer excellent examples of online metalworking marketing prowess? Why not look at all of the past MMS Sites of the Month? Visit MMS Online's home page, enter "site of the month" in the MMS Direct (search) box, and you'll have more than 60 sites from which to draw inspiration.

To have your site considered for Job Shop Site Of The Month, send your URL to otw@mmsonline.com.

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