10. Structural design to increase branded searches | For the manufacturing industry
From "the side being compared" to "the side being sought." We design the structure of "memory and revisiting" that gives rise to designated searches.
The shortest route to stabilize B2B inquiries is to increase the number of branded searches (being searched by company name or service name). When branded searches increase, it becomes less likely to get caught up in price competition, and it gains an advantage in comparison considerations. However, many manufacturing sites have strong technology but fail to leave a lasting impression on "what their strengths are and what problems they solve for whom," resulting in a lack of reasons for revisits. This service is designed with the premise of the customer's comparison process, creating a foundation that leads to branded searches, revisits, and inquiries through the structure of **"memorable definitions" and "desirable pathways for revisits."** ■ Provided Content (3 Points) 1. Identification of the causes for the lack of branding (insufficient definitions/differentiation unclear/lack of memory hooks) 2. Design of a memorable structure (core messages, comparison axes, naming, page roles) 3. Design of revisit pathways (designing "return points" to case studies, FAQs, materials, and comparison pages) Deliverables: Structural design document for increasing branded searches (definition statements, comparison axes, pathways, page design) Scope/Assumptions: Up to design (production is separate)/Focus on top + main pathways (products, case studies, materials, inquiries) *Please share the current URL and products. We will organize the "causes of being unmemorable" and the structure that generates branding.
basic information
■Provided Content Preparation for Name Search: - What should be memorable (value offered / use / expertise / track record) - At what moment does the desire to "see again" arise (comparison / internal approval / sharing within the company) Design of Definition Statements: Establishing "company definition" and "service definition" that do not deviate even with AI summarization Differentiation (Comparison Axis) Design: Structuring decision-making materials other than price (quality / system / supply / unique technology) Memory Hook Design: - Tagline / one-word definition - Naming rules for product groups - "How to choose" content (assets referenced during comparison) Revisit Path Design: Designing pathways to case studies, FAQs, document downloads, and comparison pages, as well as "return destinations" Offline Integration (Optional): Aligning pathways for name searches from exhibitions, business cards, documents, and emails ■Deliverables Core Message (definition statements / tagline / key communication axis) Comparison axis for winning in evaluations (design of decision-making materials) Site structure proposal for increasing name searches (page roles / pathways / layout) Naming / labeling rules (unified policy for product and service names) Implementation roadmap (Quick Win / Mid-term / Production)
Price information
Light: 300,000 yen (current situation analysis + definition document, comparison framework outline + Quick Win) Standard: 600,000 yen (structural design document + revisit flow + naming rules + roadmap) Expanded: 900,000 yen and up (multiple businesses/product groups, including exhibitions and related materials) *Can be changed to require a quotation.
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Applications/Examples of results
■Concerns There is search traffic, but repeat visits and inquiries are not increasing. When compared to competitors, the "differences" are not conveyed, leading to price competition. Sales can explain, but it doesn't translate well into a single statement on the web. I want to create a situation where we are searched by our company name (strong after referrals, word of mouth, and exhibitions). Product names and service names are inconsistent and hard to remember. ■Purpose Increase (stabilize) direct searches, repeat visits, and inquiries. Avoid price competition (create a "deciding factor" in comparisons). Prevent loss after exhibitions and referrals (create a situation where we are searched by our company name). Unify corporate definitions and service definitions (ensure consistency even in AI summaries). ■Examples of Achievements (Confidentiality Consideration Format) Precision machining × 80 employees × price competition through comparison × one-word definition + selection criteria page to strengthen direct searches and repeat visits. Industrial equipment × 200 employees × loss after exhibitions × organized flow from materials → site → company name search. Chemical materials × 500 employees × dispersed across multiple businesses × unified naming rules and top definitions to organize direct search flow.
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