Hil-Man Automation

“Whatever you did, it’s working!! You do great work!!” –Tim W. Boeve, Owner

Zeeland-based robotics integrator, Hil-Man Automation, had an outdated website that paled in comparison to the level of quality shown in the systems they delivered to their customers. The company’s new owner had big aspirations and needed a website and brand presence that provided a solid foundation to build upon.

Through our initial Setup, we learned that Hil-Man had particular expertise in building automotive glass assembly work cells. Applying primer and adhesives in a quick, repeatable, automated way is an enormous challenge, and Hil-Man had developed its own innovative solutions that were starting to be recognized in the industry.

So, we capitalized on it and positioned them as THE go-to equipment builder for automotive glass assembly. We helped them mine their files for case studies that showcased their expertise and used the industry terminology their customers were looking for. Now, they get calls from Tier 1 suppliers across the US and beyond, including Italy and Germany, which are both surrounded by renowned equipment builders.

Due to the kinetic nature of their work, it was important that the website have a lot of movement. We created a homepage video header that shows their robotic systems in action while also communicating the level of personal customer service and attention to detail offered by the team.

Messaging was a hugely important piece of this website, as with every website (in our not-so-humble opinion). With expertly written copy, we positioned Hil-Man as a world-class supplier right off the bat by showing a list of their customers and pointing to the fact that these top manufacturers like Hil-Man’s systems so much that they become the new standard.

Again, a lot of care was taken to showcase the various types of robotic systems the company builds in a way that “speaks” to its target audience. We categorized the example systems by the manufacturing processes they specialized in and built out a landing page for each one, applying strategic messaging to guide the user through the content. We even consulted an automotive glass manufacturing expert to review the content for accuracy.

Since launching the website and working with us on SEO, PR, social media, and email campaigns, Hil-Man has won bigger and better projects with new customers in new industries and is now having to shift focus to recruiting efforts in order to keep up with production demand.

We’ve helped write, manage, and promote job listings on Linkedin and Facebook and we recently produced an About Us video and a Careers video (below) to help with this endeavor. This is what the owner, Tim Boeve, had to say after watching the first drafts:

“It is rather amazing. Had to choke back some emotions. I so much appreciate what you do!” –Tim W. Boeve, Owner

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Learn more about our Radical process here.