The Pallet Enterprise has launched a new initiative to recognize top performers when it comes to website design and functionality. This recognition is for pallet manufacturers, recyclers or brokers located in the United States. The Enterprise staff scoured the Internet looking at more than 40 websites for the best design.
Our team evaluated websites looking for top performers when it comes to content, customer service, brand messaging, and visual design. So, what do the winners get? A lifetime supply of chocolate. No, that’s a joke. They are recognized with this article and will be authorized to promote this recognition on their print and online communications.
We only judged elements that are visible to the public and did not include aspects of a website that require passwords or credentials to access. The aim of this recognition is to encourage better industry design and marketing. Our analysis focuses on the company website and not their social media presence or email/text marketing.
Our Four Primary Criteria
Content focuses on the information presented on the website. Is the information helpful for pallet users, customers and employees or prospective workers? Does the website offer more than just basic company information? Does the content answer key questions or concerns for the target audience?
Customer Service centers around the functionality of the website. Can customers effectively find solutions or product descriptions? Are there effective methods to interact with the company or seek quotes? Does the website present solutions or helpful resources? Can customers order pallets or services via the website or manage their account online?
Brand Messaging is all about the identity of the company on the web. Does the website cover key selling advantages? How effective is the public image created by the design, logo, images, etc.
Uniqueness is revealed by the character shown through the messaging and design. Does this website look like every other pallet website? Or does it offer something that stands out?
The top websites are presented in alphabetical order. We also found some other websites that we really liked for specific reasons and wanted to give some honorable mentions. Also, we didn’t search every pallet company website. But we strived to view as many as possible. If you want to be included in the future, email chailleb@gmail.com.
48forty Solutions
A video running as the background keeps the website from appearing too static. It creates natural movement and invites the visitor to look around. “Get Quote” button stands out on the top right inviting a response. Tiered design helps the homepage stand out from most typical pallet company websites. Content is where this website really shines. From free resources, such as guide to evaluate pallet suppliers, to its blog, the content answers key questions that customers have and presents 48forty in a positive light. Topics include: selling pallet tips, why asset-based recyclers matter, on-site pallet services basics, how to make an informed decision when selecting a pallet provider, how to optimize pallet logistics and much more. Visitors can subscribe for content updates. There is a login for 48forty’s PalTrax customer portal.
A pop-up seeks engagement while you navigate the website. It offers a free download of pallet selection vendor guide. Bright pictures and video content create a compelling story and reason for customers to consider this company.
Potential job seekers can easily identify and apply online for positions located in the “Careers” section. Only negative is that potential customer inquiries must be done through contact forms. There is no phone number or contact email listed on the homepage or any of the main pages.
Bettaway Pallet Systems
A technology-focused, futuristic looking design makes the Bettaway website unique. Beyond selling pallets, the company focuses on logistics and networks. The design is sharp and intuitive. It has client portal capabilities. And it displays very well on a smartphone. The Bettaway website is among the most visually attractive websites that we reviewed. While it may not have as much content or information as others, the content is obviously targeted toward the right audience.
Continuity in messaging and attractive graphics make this design very effective. It could use some way to attract potential buyers with content, such as a newsletter or blog or more general pallet user content. However, some companies prefer to make their website more static in terms of content and promote more regular content on Twitter or Facebook.
Industrial Pallet Corp. (IPC)
http://www.ind-pallet-corp.com/
The messaging really made this website stand out. The tagline is “Our Business is to Support Your Product.” That sends a clear message about the company’s customer focus as well as ties in with the function of a pallet. The messaging continues with questions and answers that are designed to connect with pallet users and buyers. The website asks, “Is it just a pallet?”, “Is it just a pallet when you run out?”, “Is it just a pallet when you can’t use them all?”, “Do you have a key business partner or just a pallet vendor?”, and “Does your pallet vendor come through when you need them most?”. The final answer to those questions, “When it’s not just a pallet… it’s IPC.”
This messaging focuses on core issue that many pallet users face and tackles the argument that all pallets and suppliers are created equal. The homepage focuses on quality by showing the amount of accurate and on-time orders delivered. It also points out that IPC has certified preventative controls qualified managers on staff. This helps drive home the point of quality control for food-grade applications.
The homepage highlights the company’s staffing needs and ties in with applications so that interested persons can apply immediately.
Customers can easily find out about the product offerings, locations and sales contacts. The website could be improved by an online quote mechanism and some regular content offering, such as a newsletter or blog. But the messaging was so good, it had to make the top five list.
Pallet Consultants
https://www.palletconsultants.com/
This design checks all the boxes and does it with a very clean, professional design. Probably what makes it stand out are the videos it offers on key topics and explaining why the company is a good fit for customers. Video topics include: basics of pallet audits, benefits of on-site pallet repair, pallet grades 101, and how to optimize pallet loading. The “Request a Quote” feature is front and center on the top of the homepage. Right below that is a list of some of the major brands that trust their pallet business to Pallet Consultants. Competitive advantages are listed right below that from its size to its responsiveness and competitiveness. The website provides a guide on Pallet Grades to help potential customers know the differences between what they want and what they are getting now. Full product offerings are listed with descriptions. The company’s environmental scorecard is prominently promoted as well.
Pallet Consultants has a blog with a lot of posts ranging from tips to company news. It is one of the more content rich pallet industry websites. When you visit the blog, a pop-up asks is you want to sign up for a newsletter on pallet tips. Overall, the website offers good content and very professional, easy-to-navigate interface. The focus of the website is driving sales. I didn’t see any place where specific job openings were listed or people could fill out an application for a specific job. Everything was general about joining the team. Otherwise, the website has little room for improvement.
The Nelson Company
https://www.nelsoncompany.com/
The design is clean and professional with a focus on the type of product that the visitor wants to improve. Messaging focuses on the 100 years of creating packaging solutions with the tagline, “We’re Making History… one innovative solution at a time.” The homepage presents case studies and success stories focusing on how the company has saved customers money.
The messaging makes a visitor wonder what is so different about this company. A picture from years ago ties in with the longevity message. Offering various products types on the homepage allows the user to quickly identify where they need to go. If you click on the “Wooden Pallets” option, you are taken to a page where you can describe your need as well as descriptions and pictures of typical pallet sizes, load bearing capacity and other performance characteristics.
The Nelson Company offers a wide variety of pallet types and materials. This is promoted on the homepage. The company’s blog has very informative articles on topics of interest to pallet users. This includes: how to prevent wood pallets from rotting, popular chemical industry pallets in the USA, are your pallets ready for the Food Safety Modernization Act, two most common wood species for pallets and why, common freight terms you should know, mold and pallets, industry standard sizes, and choosing remanufactured or recycled pallet.
The smartphone version is a bit clunky when you try to swipe sideways to choose a product page to view. Also, it is more user friendly for the phone number to be available on the homepage for the smartphone version. Beyond these few areas, the design is among the best reviewed.
Honorable Mentions
Anderson Pallet & Crate (https://www.andersonpalletandcrate.com/)
Good content on its blog and among the most professional designs offered by a small to mid-sized pallet company. You don’t have to be huge to do it right.
Gruber Pallets (https://www.gruberpallets.com/
Professional design and good blog content. Messaging focuses on delivery speed and accuracy.
L&R Pallet (https://lrpallet.com/)
Website captures the culture and employee focus of the company. It has a trendy look with a positive message.
Northwest Pallet (www.nwp.com)
Good job listings section, complete with a video explaining why the company is a great place to work.
PalletOne (www.palletone.com)
Professional website design. Its human resources and leadership blog by Howe Wallace is a must read. Very good job listings page.
Conner Industries (https://www.connerindustries.com/)
Superb content from a white paper to articles on topics ranging from preventing damage to differences in performance for hardwood and softwood pallets to dealing with mold to reasons to buy new versus used pallets.
