Website development for a metalworking company
Even for specialist companies such as Ibierre, a leader in bespoke metalworking for the production of furniture and semi-finished products, a digital presence has become a crucial factor. The company chose our agency to develop its new website, with the aim of creating a platform that would serve as both a showcase and a business tool.
Ibierre operates in a specialised market: it does not sell a finished product but rather production capacity, and its clients are luxury furniture companies seeking a partner capable of manufacturing bespoke components. Anyone evaluating a supplier of this kind starts by considering the specific manufacturing process they require, so we have dedicated a separate page to each of the six available processes: cutting, milling, bending, welding, finishing and assembly.
This approach serves two purposes simultaneously. It guides the technical department seeking a specific capability, and enables the website to rank highly in precise searches – far more targeted than a generic enquiry for metalworking.
Alongside the machining processes, the website devotes space to design and materials. The former demonstrates that the company is involved at an early stage in assessing the feasibility of the part, rather than merely executing a design it has received: in contract manufacturing, this is the difference between a partner and a mere contractor. The ‘Applications’ section, on the other hand, showcases the contexts in which the machining processes are put into practice. The website is bilingual in Italian and English, in line with a client base operating in international markets.
Those who sell production capacity need to be found by process
Ibierre does not sell a finished product: it sells the ability to turn other people’s designs into metal. It is a role within the supply chain that we in Cantù know well, because the furniture district thrives on companies like this, invisible to the consumer but crucial to the brands.
For them, the website serves a specific purpose: to be found by a technical department seeking a specific manufacturing process. Hence the decision to dedicate a page to each of the six stages, and the emphasis placed on design, which is what distinguishes a partner from a mere contractor. These are decisions born of an understanding of how this supply chain really works.
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 over 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.
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NewVisibility, a web development agency based in the province of Como, which designed the process-based structure and developed the bilingual website.
Bespoke metalworking for the production of luxury furniture and semi-finished products, with a cycle that includes cutting, milling, bending, welding, finishing and assembly.
Because anyone looking for a contract manufacturer starts from the production capability they need. Separate pages guide the technical department and capture far more qualified searches.
The ability to step in early on the feasibility of the part. Those who simply execute a drawing they receive offer labour, not design collaboration.
To show the contexts in which the processes take shape. For a contract manufacturer, it is a way of conveying the level of the projects it is used to working on.
Because its customers are furniture companies operating in international markets, and evaluating a supplier often involves contacts abroad.
Yes, it is our everyday context. We are based in Cantù and work both with brands and with the companies that manufacture for them, which have very different communication needs.