Website development for an industrial automation company
Eternal Automation Europe builds automation systems for manufacturing transformers, relays, motors, solenoids and windings of various kinds. It is a highly specialised field, in which the customer is a technical department assessing a machine in relation to a specific production process.
This shaped the approach of the website, which does away with any sales filter and presents the catalogue by machine type: automatic lines, multi-spindle linear winding machines, stator winding machines, tube insertion machines, bench winding machines and air-core coil winding machines.
It is a nomenclature that means little to a general reader, and that is exactly as it should be. In a market like this, visitors arrive already knowing what they are looking for, often typing the exact name of the machine, and the worst thing a website can do is translate those terms into language that is more accessible but less precise. Each machine type therefore has its own page, which is also the way to capture very specific technical searches.
The project is completed by the company page, a members' area and a news section devoted in particular to trade fair appearances, which, in a sector where machines are assessed in person, remain the main point of commercial contact. The website is bilingual, in Italian and English, in keeping with a market that is European by definition.
In technical markets, simplifying the language is a mistake
There is a recurring temptation on industrial websites: to make the language more accessible, turning machine names into wording everyone can understand. With Eternal Automation we did the opposite, keeping the exact technical nomenclature.
The reason is practical. Someone looking for a stator winding machine types exactly those words: simplifying them means becoming invisible to precisely the people who might buy. In a specialist market, terminological precision is an SEO choice even before it is an editorial one. It is the kind of decision you make by asking who is really reading, rather than applying writing rules that work elsewhere.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a team on a human scale: you speak directly to the people working on your project, with no middlemen, even after the site goes live.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which designed the structure of the technical catalogue and developed the bilingual website.
Automation systems and machines for manufacturing transformers, relays, motors, solenoids and windings, with a range that runs from automatic lines to bench winding machines.
Because customers arrive already knowing what they need and type the exact name of the machine. Simplifying the language would make the website invisible to precisely those who might buy.
Because each one corresponds to a distinct production need and a specific search. Separate pages make it possible to describe each machine's own applications and features.
Very, because machines are assessed in person. The news section devoted to trade fair appearances supports the main point of commercial contact of the year.
To give customers and partners access to reserved content and documentation, keeping it separate from what is useful to a general visitor or a competitor.
Yes. We design technical catalogues that respect the sector's terminology, because in these markets precision is what makes a website findable and credible.