Making the Call
The decision under every website project
Most owners have thought hard about where the business is going. Almost none have written it down, and nothing in a normal week forces the issue.
Read More↗Behind the work.
Insights, advice, and what we've learned shipping for B2B companies, enterprise brands, and agencies.
Posts
Your Buyers
Your website still sounds like the customer you started with
Many companies moved to commercial work years ago and the website never followed. How to tell who your website is written for.
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Making the Call
"We don't have time for a website project" is usually a memory, not an estimate
How involved do I need to be in a website redesign? Less than the last one, usually. The part only you can supply is a short list of facts.
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What's Changing
When your customer's buyer moves on, the relationship stays behind
What happens when a key customer contact leaves? The account often survives, but the relationship doesn't transfer. What the successor needs to see.
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Research
AI supplier recommendations: the company was named in 41% of 1,917 answers
We asked an AI assistant for suppliers in 1,917 industrial categories. How often AI supplier recommendations named the company, and who else got named.
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Making the Call
CRM website integration: what to connect first
Most CRM website integrations fail on the same tradeoff: every field you add to feed the CRM costs you inquiries. Here is the order that works.
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Making the Call
Website ROI: how to actually calculate it
Website ROI is hard to compute because the loss is invisible. Here's the arithmetic that works, using what the ad market says a visitor is worth.
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Your Buyers
Manufacturing content marketing: what to publish, in what order
A manufacturing content marketing plan that starts with pages you already have: capability pages first, then buyer questions, then verifiable proof.
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What's Changing
CPQ for manufacturers: what it fixes, and what it does not
What CPQ for manufacturers actually fixes in quoting, what it will not do for quote volume, and the website connection most implementations skip.
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Making the Call
Website redesign timeline: how long it takes and what makes it late
A B2B website redesign timeline runs six to eight weeks. Where the time goes, and the four things that actually make a redesign slip past three months.
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Making the Call
3D product configurator: when a made-to-order manufacturer needs one
What a 3D product configurator does, the three questions that decide whether you need one, and the ongoing cost most vendors leave out of the quote.
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What's Changing
Engineering marketing: engineers screen you out
Engineering marketing has to survive a screening most firms never see. Engineers rule you out on specifications long before anyone fills in a form.
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Making the Call
Are industrial directories still worth paying for?
Industrial directories still send real buyers, but the listing is doing less of the work than it used to. How to test yours before the renewal lands.
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Your Buyers
Logistics marketing: say what you actually haul
Logistics marketing fails on specificity. Shippers need lanes, modes and capacity before they will call. Most carrier and 3PL sites publish neither.
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Your Buyers
Distributor marketing: you have two audiences
Distributor marketing serves two audiences: the buyer sourcing a part and the manufacturer choosing who gets the line. Most sites answer neither.
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Making the Call
Website maintenance plans: what you're paying for
Most website maintenance plans bill for three jobs at once. What a plan should specify, and a one-email test to check yours is doing anything.
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Making the Call
Google Ads for manufacturers: where leads leak
Running Google Ads for manufacturers and getting clicks but no quotes? The leak is usually at the destination, not the campaign. How to find out which.
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Making the Call
How to run a website content audit
A website content audit finds the pages you are missing, not just the ones to rewrite. Here is how to run one, including a version that needs no tools.
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Your Buyers
The RFQ process, and where most suppliers lose the quote
A walkthrough of the RFQ process from the buyer's side, and the specific points where suppliers quietly drop out before anyone reads their number.
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Teardowns
Machine shop marketing: how the good shops get found
Machine shop marketing doesn't need a campaign. It needs the work you already do to be findable and legible to a buyer with a print and a deadline.
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Before & After
How often should you redesign your website?
The honest answer to how often you should redesign your website isn't a number of years. It's a set of signals, and most companies wait too long.
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Making the Call
The website KPIs worth tracking, and the ones wasting your time
Most website KPIs measure activity, not outcomes. Here are the few that tell an established B2B company whether the site is actually working.
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Before & After
Manufacturing website examples: what the good ones do differently
Manufacturing website examples worth learning from, and the specific decisions that separate the ones that win quotes from the ones that just look fine.
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Making the Call
Manufacturing lead generation that doesn't depend on the next trade show
Manufacturing lead generation usually means trade shows and referrals. Here's how to build a second source of leads that runs while you're on the floor.
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Making the Call
An industrial marketing strategy that starts with the website
Most industrial marketing strategy fails at the same place: traffic arrives at a site that can't convert it. Here's the order that actually works.
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Making the Call
How to choose a web design company for a B2B website
How to choose a web design company for a B2B site: the questions that matter, the red flags, and why the prettiest portfolio is the wrong filter.
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Before & After
B2B website examples that get it right: what the best ones actually do
B2B website examples worth learning from. Not a gallery of pretty sites, but the specific things the best ones do to turn a first-time visitor into a buyer.
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Teardowns
Professional services website design: what makes a buyer trust you
Professional services website design for firms whose credibility is the product. What makes a buyer trust the site, and what quietly loses them.
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Making the Call
How to increase your B2B website conversion rate without buying more traffic
How to increase your B2B website conversion rate: the changes that turn the visitors you already have into calls, without spending a dollar more on traffic.
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What's Changing
How to get your company cited by ChatGPT (and other AI assistants)
How to get cited by ChatGPT and other AI assistants: the concrete steps that make an AI read, trust, and recommend your company when a buyer asks.
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What's Changing
What is answer engine optimization (AEO), and why B2B companies can't ignore it
Answer engine optimization (AEO) is getting your company read and cited by AI answers, not just ranked links. What it is, and why B2B buyers make it matter.
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Making the Call
Why isn't my website showing up on Google? The real reasons for B2B companies
Why your website isn't showing up on Google, the real reasons an established B2B site stays invisible, and the order to fix them in.
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Before & After
The B2B website launch checklist: what to check before you flip the switch
A B2B website launch checklist for established companies. The pre-launch checks that decide whether a new site quietly wins work or quietly loses it.
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Making the Call
SEO for manufacturers: getting found when the referral isn't there
SEO for manufacturers isn't about traffic. It's being found by the specific buyers searching for what you make, and the AI they now ask.
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What's Changing
Your Google Business Profile is how buyers find you without a referral
The buyers who don't have a referral find you through search. Here's how Google Business Profile optimization gets an industrial company found and chosen.
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Making the Call
Marketing for manufacturers that actually works starts with the website
Most marketing for manufacturers fails because it drives traffic to a website that can't convert it. Here's what to fix first, and why.
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Your Buyers
The credibility signals a B2B buyer checks before they trust you
A first-time buyer decides whether your company is legit in seconds. Here are the website credibility signals they look for, and the ones most sites miss.
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Making the Call
What a B2B website actually costs, and what drives the number
"How much does a website cost" has no single answer. Here are the factors that actually move the number, so you can scope a B2B site with eyes open.
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Teardowns
How to make your website mobile-friendly, and why your buyers are already on their phones
A large share of your buyers check you on a phone, often from the shop floor. Here's how to make your website mobile-friendly and stop losing them.
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What's Changing
Will AI recommend your company? It depends on what your website says.
Buyers now ask AI to compare vendors, and it answers by reading your website. Here's how to rank in AI search and be the company it quotes.
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Your Buyers
The first thing a lukewarm referral sees usually isn't enough.
Your hot referrals close almost regardless of the website. Your lukewarm ones are the ones the site has to convert without help, and they are the ones you are quietly losing.
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Teardowns
Your business is a catalog. Your website is still a brochure.
If your team can describe twenty products in a discovery call and your site says "contact us for more," you are paying for the gap.
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Making the Call
Every quarter you put off the rebuild, the rebuild gets bigger
Refresh-instead-of-rebuild looks cheaper in the moment. The cost gets paid later, with interest.
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Your Buyers
What B2B buyers actually do between the referral and the call.
A specialized manufacturer thought referrals were enough. Then we asked what happens between the referral and the call.
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Teardowns
Your services page hasn't been updated in three years. The revenue you can't trace is leaking from there.
The services page on most established-business sites lags years behind the actual business. The result: visitors don't see the work that drives the most revenue.
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Making the Call
How to read your own website the way an outsider does.
The reason established-business owners miss obvious problems on their own site is the same reason hardly anyone notices the wear on their own front door. Here's how to get the outside perspective.
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Teardowns
Your website makes it surprisingly hard for someone to hire you
You would be surprised how many established businesses make it genuinely difficult for an interested visitor to contact them. The problem is invisible from the inside.
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Before & After
What changes when established businesses relaunch their website
The most surprising result after a relaunch has nothing to do with ad spend. It is the inbound calls from the same referral sources you have always had.
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Teardowns
Your website was built well, for a business that no longer exists.
How a website that was perfectly suited to your company ten years ago became the thing quietly working against you today.
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Teardowns
Your homepage doesn't say what you do, and you can't tell because you're inside it.
Why your homepage probably doesn't explain what your company does, and why you're the last person who would notice.
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Making the Call
Why your marketing team can't fix your website
When a small website change has been on the to-do list for two years, the problem is rarely effort. It is tooling. What to look for, and what to do about it.
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Making the Call
Your SEO budget is being spent on the wrong audience
Six-figure B2B buyers do not pick vendors off page one. Where the SEO budget at established service firms tends to go wrong, and what to do about it.
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Your Buyers
Why your referrals aren't converting: a referral isn't a lead yet
A referral earns you a look, not a call. Why referred prospects quietly move on, and three ways to check whether yours are.
Read More↗Let's build something together.
A 30-minute call. We'll listen, dig into the details, and tell you honestly whether we're the right partner, or point you to someone who is.
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