Once again, the pallet industry continues to up its game when it comes to website design and online marketing.
The Pallet Enterprise staff has selected the top five U.S. pallet industry websites for 2021 based on four major criteria. This is the third annual pallet industry websites awards sponsored by Pallet Enterprise magazine.
The judges this year are Chaille Brindley, publisher of Pallet Enterprise, and Glenn Meeks, our online marketing columnist and the owner of Woodview Media. Companies that won a top five ranking last year are not eligible this year unless the website underwent a significant change. However, winners from the previous year are eligible for an honorable mention.
This recognition is for pallet manufacturers, recyclers or brokers located in the United States. The Enterprise staff scoured the Internet looking at more than 100 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. The winners are recognized in 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.
Top Five Winners
CW Products
There is a lot more than meets the eye with this website. It was among the best we saw in terms of its user-focused content and customer service response vehicles for visitors to quickly interact with the company. The first thing you see on the homepage is an invitation to receive an immediate call back. Website content focuses on unique packaging solutions developed by the company. CW ties in its Google reviews well into the website to provide third-party validation that service is a high priority for this pallet provider.
Madison County Wood Products
The first thing a visitor sees is a video showing the vertical integration and capabilities of the company. This messaging reminds customers that Madison County controls its supply chain. Response buttons and forms are prominent on the homepage. Madison County’s blog covers topics pertinent for customers while showcasing the company’s employees and culture. The “Careers” page focuses on benefits to workers as well as company culture. Promotion of the company’s charitable efforts is becoming increasingly popular on industry websites as pallet buyers want to know they are working with companies that care about the community and are good citizens.
First Alliance Logistics Management
FALM blog content, case studies and FAQ documents stand out from the crowd. Blog posts present content focused on real world solutions and issues that are relevant to pallet buyers. The website offers good explanations for various pallet types and programs. The homepage has a convenient chat feature with a FALM customer service representative. This allows for quick interaction to get directly to the customer’s pain point.
Hay Creek Pallet
Hay Creek owners aren’t shy about their faith or the culture they strive to develop. The company’s website is among the best we saw when it comes to explaining the workplace culture and what makes the company unique. Videos cover workplace culture, new Storti equipment, landscape mulch business and more. The videos are well done and drive home an appealing story. Hay Creek focuses a lot of effort on its mulch, bedding and pellet business. The website connects local customers with the nearest dealer through an innovative Google map interface.
J&B Pallet
The design is simple and professional while showing forethought on placement of key elements. Content is customer focused with a blog that seeks to answer major customer issues with how-to articles, market information, advantages of various packaging solutions and more. Customer response vehicles are prominent on the homepage and secondary pages. Effective product descriptions do the job without being wordy. This website doesn’t try to do too much or too little. It is a great example of a well-balanced approach that covers all the bases from customer focus to employee recruitment to basic industry and company information.
Honorable Mentions
Pallet Alliance
The Pallet Alliance does a good job seeking media exposure and its website captures those videos and articles well. Additionally, the website uses effective info graphics and videos to explain concepts and share the company’s unique approach.
Fricks Pallet
Graphical design catches the eye with sharp, professional images and color scheme. The website ties elements together well including video and specific product/service descriptions.
Conner Industries
Conner’s website covers a wide variety of custom packaging solutions with case studies, pictures, examples and even white papers to help guide customers through the buying process. Visitors can download various resources, and this allows Conner to collect contact names and email addresses.
John Rock
A lot of pallet companies make it a chore to find specific contacts. John Rock’s website has one of the best pallet order quote forms we found. This form page also has a list of key personnel including name, areas of focus and extension number. The homepage clearly explains John Rock’s ordering process.
Fox Valley Wood Products
Fox Valley promotes on its website its employee culture and opportunities through videos and other content. The website has customer order forms for each major product category. Fox Valley does a good job sharing a positive story and image on its website.
