As pallet sales have become more competitive this year, your company’s presence on the Internet is even more important to attract customers and new business. What are some ways that you can improve your online marketing? Is your website tired and in need of a refresh? What are some best practices that others in the industry are following when it comes to their websites?
For several years, Pallet Enterprise has recognized pallet companies that have developed top websites. This award process is very labor-intensive. Our team reviews hundreds of websites. The aim is to encourage greater industry focus on marketing and websites while benchmarking from top websites.
This year, we have taken a different approach. In the past, we had some very strong criteria and scoring methods. But this year, we are selecting top performers based on their top attributes and key points we want to highlight about strong website design. Companies that were in the top five rankings or were honorable mentions last year are not eligible for recognition this year.
This award is for pallet manufacturers, recyclers or brokers located in the United States. Our evaluation process looks at 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 in 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. Our analysis focuses on the company website and not their social media presence or email/text marketing.
What Makes a Good Website?
A good website starts with the right focus and attention to the desired audience. You need to begin with a good understanding of your customer. What are their typical challenges when it comes to pallets? What type of queries will they make to search for pallet suppliers? Identify the keywords and ensure that they are used in your copy. This includes page text as well as articles or online resources. Some companies create blogs to market to prospective customers by conducting searches on specific needs, such as mold-free pallets, block pallets, ISPM-15 compliance, pallet design, etc.
Most good webmasters encourage clients to start with customer profiles that will guide their process. These profiles should be shared with everyone on the team developing the website. You may have multiple audiences. For example, many pallet companies create a customer-focused section as well as an employee-focused section or recruitment section for attracting new talent and labor.
Regular updates help to ensure that your website ranks higher. It also shows that you are putting effort into communicating with those who won’t pick up the phone and call or send an email.
Why Are Websites Important?
The biggest reason that your website is important is that many customers will visit it when evaluating you as a potential vendor. A good website can make you look more professional or larger than your company is. Strong messaging on your website will help you connect with a potential customer’s biggest needs. And if you can solve those problems, you are halfway there to earning their business.
According to a survey by GE Capital Retail Bank, 81% of consumers extensively research products online before making a purchase. This trend holds true for business purchases too. This survey also discovered some other interesting trends. For retail sales, a typical website conversion rate is about 2.35%. Also, 38% of people will leave a website if they find the layout unattractive. Given the pandemic, almost 90% of B2B sales now happen digitally. Shockingly, 48 hours after a virtual sales call, buyers only retain 10% of what you talked about. And a good referral pipeline is key to sales growth. The survey discovered that customer referrals account for 54% of all B2B leads.
Website Excellence for 2023
The top websites are presented in alphabetical order. Also, we didn’t search every pallet company’s website. But we strived to view as many as possible. If you want to be included in the future, email chailleb@ireporting.com.
First Alliance Logistics Management
This website does a great job of explaining pallet basics, such as used pallet grades, pricing and recent market trends. It has the kind of content that many pallet buyers will search for. The FALM website offers numerous ways to connect with visitors, from chat to calling to email. You never want to make it hard for customers to contact you. Every single product category covers the basics to consider and explains why FALM is the right choice. Sales language focuses on solving customer challenges. The entire website is designed to bird dog leads and generate sales, showcasing the company’s network and pallet design expertise. The FAQ section is a model for how to answer customer questions well. One of the best we have seen when it comes to moving visitors along the sales funnel.
48forty Solutions
It isn’t surprising that the biggest pallet recycler has good content on its website. Although the design has remained the same for several years, new content focusing on sustainability, automation and ESG makes this website an award winner. 48forty has put a lot of effort into its videos. From market updates to automation to an explanation of its green story, 48forty is leading the way in video-based content on its website.
Gruber Pallets
The Gruber Pallets website has an attractive layout with customer-focused messaging. A new plant tour showcases the company and its people. Messaging hits on the popular customer concern of creating trusting relationships. A video library seeks to educate customers. And the homepage tells the company story, creating the feeling that they are a family business that cares. The first thing you see on the website is customer-centric: “Doing something different. You define value. We deliver it.”
A custom quote tool is on the right margin of the layout, so no matter where you go, you are only one click away from placing an inquiry. The homepage also lists positive Google reviews, which do a lot to show how customers feel about the company’s services and products. If you have good reviews, flaunt it. If you don’t, develop some good reviews.
McNeilly Wood Products
The design of the website is clean and inviting. A video on the homepage showcases McNeilly’s operations. The messaging focuses on on-time and rush delivery as well as the company’s size and capacity. McNeilly’s blog was the best we found in the industry this year, focusing on relevant topics that can create good sales conversations. Some sample topics include: tips for choosing dyed mulch, eco-friendly packaging solutions, pallet trends in 2023, the role of pallet recycling in saving the planet, the life cycle of a recycled pallet, pallet budgeting, tips for prolonging pallet life and much more.
Pallet Service
Your website can be a great tool to boost new employee recruitment. Pallet Service has a very good careers section outlining company benefits as well as workplace benefits. The video features actual production and office workers across genders and races, explaining why Pallet Services is a great place to work. The jobs section details existing open positions, allowing for online applications using Indeed. The “Employee Enrichment Program” explains how the company offers opportunities to develop new skills and create opportunities to advance.
Tree Brand
The homepage features videos focused on the automation efforts of the company. A key message is that Tree Brand is investing in automation to be ready to produce quality products now and in the future. The videos showcase some of the company’s unique automation and capabilities. The homepage ties in directly to the company’s LinkedIn page. Strong social media connections are important to ensure that visitors know how to find and keep up-to-date on your latest social media messaging.
Tree Brand also does a good job telling its story. The company was featured on Pallet Enterprise cover a few years ago. This story is placed prominently on its homepage. If Pallet Enterprise has written an article on your company, we can work with you to promote this coverage. Reach out to chaille@ireporting.com to find out more information.
