If you own a fabrication business, you probably have a pretty good idea of what makes your company worth choosing. You know the work your team can handle, the relationships you’ve built, and the effort that goes into getting a project from selection to installation.
Now take yourself out of the conversation. Can someone who has never met you learn those same things from your website?
That is where I would start before deciding you need more advertising or a completely new marketing plan. Your existing customers may understand your value very well. The homeowner, designer, or builder looking at your company for the first time still needs a reason to trust you.
Start with what needs to be clearer
Ask someone outside your company to review the website. Then ask what they think you do, who you serve, and why they would choose you. Compare their answer with the explanation you would give in person.
The difference gives you something specific to work on. It may be a few better project descriptions, clearer service information, or a more useful inquiry process. It may also reveal a broader need to work on positioning and marketing.
Look at what your customers already know
A builder who has worked with your team knows who to call and what information you need. A designer may know how you handle a selection change. A homeowner who was referred by a friend may already feel comfortable walking into your showroom.
Those relationships matter. But think about the person who doesn’t have that introduction. If your website only gives them a list of materials and pictures of finished kitchens, how much of your business are they actually seeing?
A few things I recommend looking at:
- Does the website explain the types of projects you want to take on?
- Do the project examples show your team’s role and capabilities?
- Can customers understand your process before they call?
- Is it clear where you work and how to get started?
These are things your sales team may explain every day. Make sure that information is available before someone has to ask for it.
Give the work some context
A finished kitchen can show that a project looks good. It doesn’t necessarily explain the material, the scope of your work or the details your team helped resolve.
Choose a few projects that represent the business you want more of. Explain what you did and why those details mattered. Use accurate information and photographs you have permission to share. If a customer has given you useful feedback, include it with their permission.
You don’t have to make every project sound extraordinary. You need to help someone understand what your company brings to a project like theirs.
Make sure the message reaches the sales team
The website is one part of this. Look at your proposals, sales materials, showroom information, and the response someone receives after contacting you. Are they giving customers a consistent understanding of the company?
If the website invites a builder to send plans, someone needs to receive them and explain the next step. If you promote help with material selection, the team needs to know what that help involves. The message should reflect what the business can deliver.
At Marqet Group, we help fabricators bring those pieces together. If your company’s online presence isn’t keeping up with the work you’re doing, our Growth System is a starting point for that conversation (https://marqetgroup.com/growth-system/).
