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Concept projectsConcept project 02

Vale Precision Machining

A 2008 site with an equipment list, a fax number and a PDF quote form, judged every day by purchasing engineers and machinists on their phones.

Sector
CNC machining shop
Location
Green Bay, Wisconsin, US

Before

The situation

Vale is a fictional precision machine shop with strengths many real ones have: a modern 5-axis cell, ISO 9001 certification, ITAR registration, and a family that has run it since 1987. None of that was on the website in a form a buyer could use.

The old site was built in 2008 and last updated in 2012. It has a gradient header, an equipment list in two columns, a sidebar of PDF links and a quote form you print and fax. It was not built for phones, so it renders as a tiny desktop page that you pinch and zoom.

The redesign does not try to make Vale look like a software company. It looks like a serious shop: dark, precise, one accent color, real facts up front. The three jobs of the site, hiring, credibility and quote requests, each get a dedicated block on the home page and a dedicated page behind it.

The old Vale site, a 2008 layout with a grey gradient header, dark red navigation bar, left sidebar of PDF links, a placeholder photo and a two-column equipment list.
The old site on a desktop screen. On a phone, this whole layout shrinks to fit the width and visitors pinch to read it.

What it was costing them

  1. Hiring

    Machinists with options looked at a site from 2008 and assumed the machines and the pay were from 2008 too. The only mention of jobs was a sidebar link to "Employment".

  2. Credibility

    ISO 9001 and ITAR registration existed on paper. On the site, the certificate was a "click here" in a sidebar and the ITAR registration was not mentioned at all. Buyers had to ask, or moved on.

  3. Quote requests

    Quotes went through a PDF form to print and fax, or an email address at the bottom of the page. No file upload for drawings, no stated response time.

After

What the redesign does

  1. Certifications, registrations and the supplier document pack directly under the hero, one tap away, on a page written for buyers and quality teams.

  2. A careers page with the real openings, shift patterns and the paid apprenticeship, and an application that takes two minutes on a phone.

  3. A quote request on every page that accepts STEP, IGES and PDF drawings and promises a reply within 48 hours.

  4. Designed for phone and desktop. Photos of the actual shop floor and people replace the placeholders shown in the mockup.

The redesigned Vale home page on a phone, dark with an amber accent, a headline about on-time CNC parts, quote and capabilities buttons, a trust strip and a capabilities grid.
The redesign on a phone.
The redesigned Vale home page on desktop, with the headline beside a photo placeholder, a four-item trust strip and a four-column capabilities row.
The same page on a desktop screen. Photo areas are placeholders for the client’s own photos.

What you would notice

Not promises of numbers. The changes a company like this would see once the site is doing its job.

  • Quote requests arrive with drawings attached and a quantity, instead of a phone call asking what you can do.
  • Machinists and programmers apply from their phones, often in the evening, with the application already complete.
  • Supplier questionnaires get answered with a link to the documents page instead of an email full of attachments.

Concept project. Vale Precision Machining is a fictional company; names and details in the mockups are invented.

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