Ideas, insights and inspirations.

Today, more than any other touch point, a website is the digital soul of an organization. As one of Pittsburgh’s longest standing manufacturing website development agencies, Elliance has been delivering prosperity to regional and national industrial companies for the past 30 years. Our arsenal of website development best practices includes: 1. Start With a Smart Strategy and Plan Revenue Strategy, Communication Strategy and Search Engine Ranking Strategy are the three pillars of a smart manufacturing website development strategy. Bake each of them into every stage of website development. A good website development project begins with a thoughtful plan. Map out and outline all of these facets up-front: Ambitious goals and objectives – for inquiries, revenue, communications and search engine Target audiences – buyers, influencers, specifiers and talent of all ages you plan to recruit Requirements and needs – for users (stated and unstated), business, content administrators Content strategy – in service of delighting each target audience Specifications – for interactive … Continue reading

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A breed of automated website builder platforms have recently emerged in the market. At first glance, they are attractive because content marketers without any coding and programming knowledge can build a website quickly. However, the websites they generate are cookie-cutter, bloated, not SEO friendly, and not ADA compliant.  They may be okay for frugal small business and non-mission-critical websites, but they don’t stand a chance at becoming engines for liberating revenue for fast-growing small, medium and enterprise companies. Mission-critical websites need custom argument construction on key pages, lightening speed, SEO friendliness, and ADA compliance.  For mission-critical websites, Elliance has created Smart Page Builder to create custom websites that are easy to manage and operate by non-technical content marketers. Our Smart Page Builder: revolutionizes website development by providing an intuitive interface that allows content marketers with varying technical skills to create and customize web pages easily.  streamlines the website development process and reduces the need for coding knowledge. democratizes website creation and … Continue reading

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As a leading website design and development agency for manufacturing, industrial companies come to us to design and develop their marketing and e-commerce websites. Here are responses to some of their frequently asked question (FAQs): What are the essential features for a successful manufacturing website? Here are some smart features worth providing for your smart engineering-minded buyers: Product catalog and services – as a quick reference to your offerings. Custom solutions – to facilitate higher-margin, complex sales. Project galleries – to showcase your solutions in action. Markets served – to reduce their risk of buying from you. Customer stories, testimonials and third-party validations – to reduce their risk of buying from you. Auto-complete site search – to give quickest path to your products and services. Faceted search – to show depth and breadth of product (and service) offerings. Configurators – to engage your buyers. Resource center – to provide convenient access to all your brochures and spec sheets. Blog – … Continue reading

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Today, more than any other marketing touch point, a website is the digital soul of an organization. All roads lead to it. As a leading website design and development agency for manufacturers, industrial companies frequently come to us to perform website audit so they can develop a plan to improve it. These are the ten dimensions of our website audit: 1. Brand AuditFirst and foremost, we ensure that your brand essence and brand values are infused into the entire website experience. We evaluate consistent application of brand identity, color and typography. 2. User Experience AuditUser experience is important to both human beings and search engine bots. Great websites are intuitive, easy to use, readable and engender trust. Their persistent navigation and prominent calls-to-action systems put the buyers in control. The Sitemap (org structure) and Wireframes (page schematics) – not just design and copy – create a logical content hierarchy and make a compelling argument. Balancing logic and emotion, stories and facts, they progressively … Continue reading

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Today, more than any other marketing touch point, a website is the digital soul of an organization. All roads lead to it. As a mission-critical asset, it must be kept current and fresh with an easy-to-use content management system (CMS). Which one should you pick? I hope this post help you answer the question. The CMS Ecosystem Generally speaking, the CMS exists in the following setting with the responsive website powered by the CMS, and various website users experiencing it on their favorite devices. The Desirable CMS Feature Set A robust CMS system must be: User Friendly – The CMS should be easy to use for both non-technical content administrators and web/technology teams. It should have spell-checkers, content preview, and content rollback features. Customizable – It should be flexible and customizable for standard tasks, but it should also have the ability to extend its capabilities with custom language support. Scalable –  The CMS should be able to handle large amounts of content and accommodate the … Continue reading

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Macro forces often drive micro actions. This certainly holds true for manufacturing website design trends for the coming year. Our agency sees three primary forces impacting the manufacturing environment: First, there has been a generational shift from Boomers to Gen-Xers, Millennials, and Gen-Zers. By 2025, 75% of the global workforce will be largely comprised of Millennials and Gen-Zers. Not only are they digitally savvy, they care deeply about climate change, sustainability, and corporate values. Second, in-sourcing and bringing manufacturing back to the US is in full swing.  In 2021 and 2022, we saw the passing of three key pieces of legislation: the Infrastructure Investment and Jobs Act (IIJA), the Creating Helpful Incentives to Produce Semiconductors (CHIPS) and Science Act, and the Inflation Reduction Act (IRA). Domestic manufacturing is hot again. Third, the era of Industry 4.0 powered by smart factories fitted with AI, robotics, 5G, IoT, data analytics, and cloud computing is here. These forces are re-shaping the entire manufacturing sector. … Continue reading

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Websites are the digital soul of manufacturers and industrial companies. Constructed well, they are effective conversion machines for new business development and become their #1 sales tool. In the past 30 years, Elliance has designed and developed more than 150 manufacturing websites. Following are four success stories of our website design and development clients: 1. Underdog Wins: Sophisticated Alloys Located in Southwestern Pennsylvania, an hour from steel-and-aluminum-famed Pittsburgh, Sophisticated Alloys takes pride in solving the toughest customer challenges, fusing the most unlikely elements to create new custom alloys. We rebuilt their website and started a blog which has given them a decade long Google page one positions for “custom alloy manufacturer”, “specialty alloy manufacturer”, “Simonds alloy manufacturer” and “alloy manufacturer”. This has transformed them into a preferred alloy supplier for many enterprise clients. The website development project went through the usual process of starting with discovery and strategy development, leading to information architecture and user experience design, followed by website … Continue reading

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Today, more than any other touch point, a website is the digital soul of a manufacturing organization. All roads lead to it. As one of the leading manufacturing website design and experience design agencies, Elliance has been delivering prosperity with websites for regional, national and global manufacturers for the past 30 years. If we had to distill the sentiments of customers using websites of successful manufacturers, it would boil down to three simple statements: It’s easy to use; I like using it; and I trust it. Our arsenal of best practices for manufacturing website design includes: 1. Begin with the End in Mind: What Business Problem are you Trying to Solve? Listed below are nine revenue, reputation and ranking challenges that your website should be able to help you solve: Secure new buyers Open new markets without increasing headcount Retain, grow and cross-sell to existing customers Grow strategic buyers while embracing tactical buyers Improve capacity utilization Reduce sales cycle Fortify … Continue reading

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When manufacturing companies make decisions on which marketing tactics to use, one thing to consider is the changing habits of their target audience. Where is the audience currently spending their time? Which channels are they using? An IHS Engineering360 survey report on digital media use by manufacturing professionals shows that internet use for work related activities has gone up. The survey finds  71 percent of professionals surveyed use 6 or more work-related websites each week. More than half of the professionals surveyed spend six or more hours per week on the internet for work-related purposes. Professionals used search engines more than any other information source. Almost 90 percent of professionals use Google and other search engines to get information. For manufacturers who are still thinking about whether to invest in search engine marketing, paid advertising, websites and online campaigns, this data shows they need to be present where the audience is looking for information. But what are some of these online … Continue reading

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Today was a great day for Elliance, and Aerotech. We accomplished an engineering feat which is a rare occurrence in any company’s history. A little over a year after launching their English website, we launched the German version of the website for Aerotech. The intriguing part of the story is that the German website wasn’t built as a standalone website; instead, a common code base, data model and content management engine powers both their English and German websites. This translates into nominal costs for creating each additional international website and fixing a problem in all international versions in case a problem is discovered. Doing this for a marketing website is an accomplishment in itself, but doing this for a marketing website with complex add-ons such as site search, facet search, international dealer locator, a complete product catalog and SEO hooks is an accomplishment on a different scale. It’s as if we were climbing uphill with extra weights added to our … Continue reading

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