WebCitz started working with this client in 2009
- Client: Feldmann (website offline)
- Platform: Other
- Industry: Manufacturing / Industrial
- Services: Maintenance / Support, Web Development
The Challenge
In 2009, local manufacturers like Feldmann needed to transition from traditional “catalog and cold-call” sales to being discoverable online. As a metal fabrication specialist, they needed a website that could:
- Showcase Precision: Visually demonstrate the quality of their welding, machining, and engineering capabilities.
- Provide Technical Clarity: Clearly list their equipment and fabrication capacities (laser cutting, CNC, etc.) for procurement officers.
- Ensure Reliability: In an era of early mobile browsing and varying screen resolutions, they needed a site that loaded quickly and correctly for every visitor.
The WebCitz Solution
We built a durable digital foundation that served the company through its final years of original ownership:
- Custom HTML/CSS Development: Before CMS platforms like WordPress were the standard for every small business, we hand-coded a custom HTML/CSS template for Feldmann. This approach ensured the site was incredibly fast, secure, and looked exactly as intended without the bloat of early “drag-and-drop” builders.
- Industrial Aesthetic Design: We designed the site to reflect the “Appleton work ethic” – clean, structured, and focused on the machinery. We integrated imagery of their fabrication shop to give potential clients a look “under the hood” at their operations.
- Service-Centric Information Architecture: We organized their diverse capabilities – including engineering, prototyping, and full-scale metal production – into distinct sections, making it easy for B2B clients to identify Feldmann as a qualified vendor.
- Ongoing Technical Stewardship: For several years, we managed the updates and hosting for the site, ensuring that as web standards shifted (like the move toward more secure servers), Feldmann’s digital presence remained modern and functional.
- Local Identity Preservation: As a fellow Appleton business, we ensured their local contact information and community roots were front-and-center, helping them maintain their status as a trusted Fox Valley manufacturer.
The Result
Our work for Feldmann helped bridge the gap between “Old Guard” manufacturing and the “New Guard” of digital procurement. The site provided them with a professional, high-authority presence that represented the company well until the transition to new ownership and their subsequent rebranding. It remains a classic example of our commitment to the local industrial businesses that built the Fox Valley.
