Frain Filled a Niche; Resound Helped Them Tell Everyone About It
After thirty years of selling and renting used machinery to food, beverage, and consumer packaged goods manufacturers, Frain Industries decided to make a differentiating change to better serve their customers.
They saw that simply handing off complex equipment to their customers wasn’t the best solution. Without integration, testing, and fast installation, having a used machine dropped off at the doorstep was as helpful as a new car... without wheels. They also were good and tired of having to convince customers that the machine they found on google wasn’t the best choice for their product, assembly line, or production goals.
It was enough of the old churn and burn.
Bringing their highly qualified engineers and technicians off the sidelines, Frain transitioned from renting used machines to full service design, consulting, upkeep and custom installation. With the ultimate goal of helping their customers get products to shelves with a faster turnaround, Frain looked for ways to go the extra mile.
From designing custom assembly lines to troubleshooting problems, and even flying their mechanics out to maintain machines they’ve built, Frain was now in the business of providing exactly what their customers needed… everything from ‘soup to nuts.’
Turns out, their customers love it.
But with an outdated website that only showed their enormous inventory of 8,000+ machines, and with the calls from people convinced they’d found the right machine on google still coming in, Frain needed some help letting everyone know about their remarkable one-eighty.
A Healthy Online Overhaul
First and foremost, the Resound team put their shoulders into re-designing, overhauling, and customizing Frain’s website. The effort included building easy-to-navigate pages for a wide range of manufacturing equipment categories and services, and clarifying a somewhat vague message to a specific action step—telling Frain what you need and letting the experts take it from there.
A key part of Frain’s communication, Resound focused on making the website show that Frain had transitioned from used-machine sales and rentals to consulting, design, and the flexible, full-service installation its customers needed for fast, reliable results.
The task pushed Resound to stretch its abilities in organization, web design, and content strategy. Eager customers went from browsing a bulky index of hundreds of machines to a sleek, eye-catching layout that guides them toward Frain’s services based on what they really need.
As a multi-year project, the website brought Resound and Frain closer together, helping the Frain team fine-tune its message: they provide solutions, and get products moving as fast as possible. Both companies celebrated a milestone with the website’s 2021 launch.