ILMA Compoundings - July 2020 - 28

WEB ESSENTIALS
From serving customers to
recruiting talent and everything
in between, a strong website is
a crucial business asset

By Keith Loria

I

n 2020, if your company is to be successful in the
modern marketplace, a striking, professional website is of
utmost importance.
A website is often the first impression a client has of your
company, which is why you want a site that provides all the
necessary information about what you offer and what you
can do for them.
"A well-built, intuitive website is essential for every
business," said Caitlin O'Donnell, who handles marketing for
Datacor Inc. "Your website is your storefront or your sales rep
that is working 24/7 - it needs to be 'on' at all times. If your
website is difficult to use or looks outdated, what does that tell
the website visitor about your company? We may try not to
judge a book by its cover, but the truth is, we often do."
O'Donnell managed the development of Datacor's new
branding and was behind the launch of its updated website in
fall 2019. "The goal for our website redesign was to showcase
our products and services," she said. "We worked hard to organize the website in a way that made all aspects clear and easy to
locate, no matter the navigation path. We also wanted to make
sure it was extremely easy for a website visitor to contact us."

28

JULY 2020

| COMPOUNDINGS | ILMA.ORG

Today, the website has the company's new corporate look
on display, while keeping the focus on its core products and
services: Datacor ERP and CRM.
ATTRACTING AND KNOWING THE USER
Web experts estimate that nearly 70% of a customer's
buying journey is digital, and a website plays a major part in
that. It's a place that is always open, always available and -
if built correctly - easy to find. 
Ashley Rickman, director of marketing for RelaDyne
Inc., said the company's website is built as a knowledge base
for visitors and a lead-generation platform for RelaDyne
sales and marketing. "What's special about it is the layers of
connectivity of information and the integration we provide
for our acquired companies," she said. "As a company is
acquired, we build a 'microsite' within reladyne.com to
then redirect their existing domain, thus providing ongoing
support digitally and brand cohesiveness in the market."
Rodrigo Palma, strategic global marketing director for Axel
Christiernsson, which has production sites in Sweden, the
Netherlands, France and the U.S., said the company's website


http://www.reladyne.com http://www.ILMA.ORG

ILMA Compoundings - July 2020

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ILMA Compoundings - July 2020 - 1
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