Website Development for Job Shops: The Importance of Adding Content

Having a quality website is extremely important for job shops.

With a quality website, custom manufacturers and industrial service providers can highlight their services and capabilities, expertise, current shop capacity and more. Creating a website that contains all of this information makes it easier for industrial buyers to qualify companies for specific jobs.  However, one aspect of website development we did not discuss is the importance of adding content to your website over time. A quality website needs attention and maintenance. 

Setbacks Job Shops Face in Adding Website Pages

Most job shops are uneasy about adding new content to their websites; this can be attributed to many factors, such as:

  • Writer’s block: Job shops simply don’t know what to write about 
  • Limited workforce: There is no one on the team dedicated to maintaining and updating content
  • Simply unnecessary: Services and capabilities have not changed, and there’s nothing new to add aside from an image or two 

These challenges have proven to hinder the flow of new information to their website, and the truth is that by doing so they are losing out on opportunities to increase web traffic and exposure.

What Job Shops Should Add to Their Website

The main setback that custom manufacturers face in adding new content to their website is they feel it is futile. In creating their website, job shops believe they’ve added everything that they need to include and that nothing significant has changed. “Nothing significant has changed” is probably untrue.
Common changes that are overlooked and worth creating pages for are:

  • New high-profile/significant projects
  • New markets entered 
  • New machine
  • Skilled employee hired that creates opportunities for growth

Why Adding Website Pages is Important

Creating content on these new events reinforces your company’s brand and reputation. In addition, new pages increase web traffic and exposure via content optimization. Job shops simply have to determine what the goals of the new pages are, whether it’s to call attention to a new specialty or to highlight a new, more significant job.

Who Will Make the Changes to the Website?

A discussion on adding or updating content always leads to the “who?” Who will update or add a page? It’s a common challenge that job shops face, as there is usually no one on the team fully or partially dedicated to maintaining the website. Understanding the options here is what is important.
They are:

  • Hiring a web designer/content writer 
  • Hiring a third party organization 

Having someone in-house is the best-case scenario as your website will be updated in real-time.

However sometimes hiring a web designer and a content writer is not possible due to budgetary limitations. According to the New York Times Salary Wizard, a web designer and a content writer’s average salary can range between $60,000 - $75,000 each a year. If hiring a web designer and content writer is simply not possible for your company, consider the alternative: a third party organization specializing in website development and maintenance.

A third party organization that focuses on website development and maintenance, like Thomas Web Solutions Custom SPEC program, can have many benefits such as:

  • Content creation and web design 
  • Website tracking and analytics 
  • Update and maintenance capabilities by technical experts

Working with a third-party organization that is experienced and has expert knowledge on website development and current best practices can truly differentiate your website.

What Job Shops Should Be Doing

The overall purpose of a website is to highlight your capabilities and services. Maintaining your website and remaining relevant is what will differentiate your company from your competition. Developing a strategy to update and sustain your website is in all job shops’ best interest.

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