ILMA Compoundings - July 2020 - 30

"If you're a company in this industry
without a strong website in today's
tech-savvy culture, you're going to be
left behind."
contact information and product information. "Don't make
website visitors search around for your phone number or
email address," she said. "Put your contact information in a
highly visible, highly trafficked place on your website."
Rickman notes that RelaDyne's website is ever-changing
based on the actions of those visitors who come to check it
out, keeping the company "easy to do business with" as its
tagline states. "For example, based on site traffic analytics
and form submissions, we were getting inquiries for services
that our visitors didn't know we performed," she said. "We
beefed up the front-facing content to be more all-encompassing and industry-specific based on these analytics; now
when we get inquiries, they are more qualified to send to
sales/service."
Technology changes so quickly in the online world that it
could seem difficult to keep up, but not every new feature
out there needs to be, nor should be, added to a site. "In
RelaDyne's case, we've gone through three major redesigns
since 2010 for varying reasons, whether new features needed
to be added, enhanced security/regulations capabilities or
because we outgrew the content management system,"
Rickman said. "Websites are not a 'set it and forget it'
marketing tool. They require consistent care and attention in
order to function properly for a company."
Axel Christiernsson regularly updates its website, so in
March, it included the latest information about COVID-19,
as well as details of the company's investment plans across its

30

JULY 2020

| COMPOUNDINGS | ILMA.ORG

Lon Fanning, director, R&D, technical
support, metalworking, DuBois Chemicals

plants in the U.S. "We also have a blog on our site and have
information about our core values, as well as our history,"
Palma said. "I think it's important to constantly update
information about what we can do for our customers and
keep the content as updated as possible. Your audience will
want to see things applicable to them."
For instance, in addition to publishing items about grease,
Axel Christiernsson also includes information on its site
about new technologies and complementary services that
can be offered with grease services, which customers appreciate. "Every now and then, I do think companies should do
a refresh of the site," Palma said. "Things change, and you'll
need to do branding updates and follow new design trends.
The trick is not doing it and forgetting about it and then
having to do another refresh two years later. We consistently
make changes to keep it fresh."
As an example, the banner on the homepage changes
every week, and different topics will be explored in the blog
and on the main page. "It should be considered a living
document and constantly updated," Palma said.
CREDIBILITY, ANALYTICS AND RECRUITING
A website is important for numerous reasons. It enhances
a company's professionalism and credibility. After all, in this
internet age, it is assumed that a business has a website, and


http://www.ILMA.ORG

ILMA Compoundings - July 2020

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