ReillyEngineering

A toolmaker who has to produce a hip stem doesn’t know which machine he needs; he knows the part. I added a switch that turns the machine strip into a strip of parts, each linked to the machines that make it, so he reaches the right machine without learning the catalogue.

A buyer weighing a €300,000 machine and an engineer who already runs one need different things from the same page. I put both behind one switch, specs and options for one, service, spares and upgrades for the other, so the dealer keeps selling to the customer long after the sale.

Engineers won’t upload a confidential drawing to a dealer they’ve never met. So I ended every part family with a phone number instead of a form: the conversation moves to the showroom, where the sale is actually made.

A dealer earns most from a machine after it’s sold: used machines, spares, service and software. Competitors bury these in a footer menu. I gave them a full row on the homepage, so a buyer sees twenty years of support before he signs.

An owner ordering a spare part is afraid of getting the wrong one. I let him pick his machine first, so the list shows only parts that fit, with stock and delivery time on every line. Fewer wrong orders for the dealer, and fewer calls to check.

A €100,000 machine is bought from a person, not a logo. I led the page with the founder’s face and the year he started, because a buyer wants to know someone will still answer the phone in ten years.

Every machine dealer writes “high precision”. I showed it instead: a dental implant assembling at real tolerances. Medical work is the strongest proof of accuracy a dealer has, and here the buyer sees it rather than reads it.

For this buyer the next step is a conversation in the showroom with the part on the table. I set the phone number as large as a headline, so that step is impossible to miss.