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Company and Investors as a secondary content area. These are still accessible and reachable for a first-time user who lands on this page and might be interested in joining the company. Valmont — Industrial Machinery Manufacturing Website UX Design Thyssenkrupp takes a similar approach, integrating
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the recruitment card in an asymmetric layout on the homepage area above the fold. They chose to go for a catchy, custom visual and an attractive copy (“Small CO2 footprint, big career plans”) to catch potential applicants’ attention, which works well and sets it apart from the other content around
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it. ThyssenKrupp — Industrial Machinery Manufacturing Website UX Design Trane Technologies uses large fonts and good contrast to make their recruitment copy stand out. When scrolling down, the two smaller employee pictures jump in a small animation, which is a nice detail that gives the landing
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page more dynamism. The bold copy “it equals opportunity for everyone” sends a message about the company’s commitment to fostering an equal working environment, which can be very attractive to potential applicants. Trane — Industrial Machinery Manufacturing Website UX Design Wärtsilä includes a
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career strip in their landing page alongside other secondary content like Sustainability, Investment and Contact. They also choose to go for a component made of a predominant visual of their employees next to a title, brief copy, and a call to action. More effort could have definitely been
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allocated to wording the CTA differently than just “Find out more”, but this kind of section is usually good enough. Wärtsilä — Industrial Machinery Manufacturing Website UX Design Parker is not doing anything different in terms of layout, but put more thought and care about crafting each
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component. The visual is a collage of employee pictures, which simultaneously expressed diversity and relatedness. The copy title is unique and eye-catching, signalling that they are both not your average company, but also they are making a difference in their field (and you could too, if you
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join). Parker — Industrial Machinery Manufacturing Website UX Design GEO also relies on a simple, clean section to catch users’ attention and nudge them to apply for a position. Their carefully worded copy (“Make a positive impact”, “Are you curious, highly motivated…”) make their call to action
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more specific and clear to site visitors, which can be very helpful deciding whether applying would be of interest for them or not. The copy also has excellent contrast, which ensures high readability and accessibility. GEA — Industrial Machinery Manufacturing Website UX Design GM also follows a
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safe approach to the career section, moving it up the landing page so that more visitors come into contact with it — and crafting well-thought-through copy to attract curious users into reading more about their vacancies. Their smart wordplay “There are jobs where you earn a living. Then there are
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jobs that help you make a life.” hints towards the meaning behind working at GM and how potential applicants can make a change at the company through their work. GM — Industrial Machinery Manufacturing Website UX Design They included a message from the Vice President — this is a unique touch which
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makes the section more personal. GM — Industrial Machinery Manufacturing Website UX Design Portfolio Section This section encompasses different types of content depending on each company, like the current markets they operate in, their brands, industries, products, services, solutions etc. The way
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they are organised and presented depends on the company’s main target customers and/or markets. This also depends on whether the company does B2B or B2C business. Best Practices Include information depending on your main business model (B2B vs B2C) For B2B — focus on current markets, industries and
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brands (these are key). Products, solutions, and services are generally of more interest to customers. If involved in a large number of industries, presenting only a crafted selection is a good approach — it keeps the section simple yet interesting. Getting a bit technical when it comes to B2B is
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acceptable. Users will most likely be looking for very specific information when coming to your homepage. Keep it simple and non-technical for B2C and focus on allowing the user to explore the entire range offered via search or internal links, as well as read more about it. Using visuals can be
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powerful, however, this has to be done well. Adding too much will overcrowd the homepage — this leads to user frustration and overall bad design. Include internal links to further read more about your portfolio. This provides context and further information for users who want to learn more. GE
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showcases their current businesses in a carousel component, grouping them by categories. This can be a compact manner of giving the user a general idea about the company’s areas of involvement. Since GE is mainly a B2B company, the information is highly technical and does not directly link to
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products or services. Clicking on a card leads the user to a more detailed page where potential partners can learn more about how they could collaborate with GE in specific industries/fields. GE — Industrial Machinery Manufacturing Website UX Design 3M caters both to businesses and customers,
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therefore they have each of these represented on the homepage, below the hero section. Depending on the type of users visiting the website (professional or consumer), they can access the relevant section and get an overview of the company’s current portfolio (alongside brands). All of these link
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out to more detailed pages where more can be learned. However, the area is quite overcrowded, with misaligned icons and an overall disorganised look. The user ought not to be overwhelmed with links that have no visual hierarchy. 3M — Industrial Machinery Manufacturing Website UX Design Although the
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simplicity provided by only using text helps lessen the visual noise, the section has little visual interest to it. Links to “View/explore all” are helpful to direct the user to pages with the company’s exhaustive portfolio. 3M — Industrial Machinery Manufacturing Website UX Design Emerson includes
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a compact section for their current products alongside a search bar, which allows them to highlight specific product categories whilst still enabling users to search for specific ones. Each section expands on hover, revealing a short description and a CTA. Emerson — Industrial Machinery
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Manufacturing Website UX Design Xylem showcases their solutions in the form of cards, adding visuals to better represent them. However, the overlayed text does not have sufficient contrast with the background, making it difficult to read. Xylem also offers a carousel with features of Products &
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Services, a section mainly targeting consumers. Getting a quick gauge of their offer is helpful, although the cards are not that appealing and the visuals are not properly aligned. Xylem — Industrial Machinery Manufacturing Website UX Design Donaldson adds visual interest to the page and breaks the
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layout by using round-shaped visuals for their featured industries. High-quality visuals alongside a short description can offer just enough information to help the user decide if they’re interested or not. Donaldson — Industrial Machinery Manufacturing Website UX Design Johnson Controls groups all
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their products, technologies software and services together, adding some links to pages that provide more context. Johnson Controls — Industrial Machinery Manufacturing Website UX Design Timken uses a large, high-quality visual and some brief copy to present their main industry — food and beverage
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— and how they’re making a change by reaching technological breakthroughs. This visual is also used to help them stand out from their competition — by having won awards for their solutions. This section is friendly and non-technical which means it is suitable for the homepage, being pleasant for
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all types of potential visitors. Timken — Industrial Machinery Manufacturing Website UX Design Desktop Metal also goes for a collapse/expand approach when presenting their portfolio, horizontally stacking up Platforms, Materials, Applications and Technologies alongside a brief description. Upon
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expanding, several cards appear showcasing specific items from a certain category — paired with very high-quality crisp visuals and a short description. This approach can ensure scalability for the future, as the company is expanding their portfolio, whilst keeping the homepage compact, yet
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informative. Desktop Metal — Industrial Machinery Manufacturing Website UX Design Flowserve takes a very organised approach to displaying their portfolio, grouping them in cards by Products, Industries and Services. The simple yet elegant card design gives the section a modern, clean look, whilst
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keeping it uncluttered and easy to analyse. This approach definitely contributes to having a homepage that is not overwhelming. It also directs users to sections that are relevant to them — which is a big plus. Flowserve — Industrial Machinery Manufacturing Website UX Design IR includes a classic
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brands strip, showcasing their logos and including a nice animation effect on hover. This is a clean and simple way of featuring all the brands without overwhelming the user (by showing different logos and colours — all the cards are black and white unless hovered on). The company also features
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some industries in an automatic carousel. While we’ve discussed the implementation of carousels and concluded that they can be an effective way of presenting a large amount of information, in this case, in many industries where the company is involved — the majority of the visuals are low quality.
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The section seems carelessly done. The hover animation is quite old-school, yet effective, keeping the section less cluttered. IR — Industrial Machinery Manufacturing Website UX Design IR — Industrial Machinery Manufacturing Website UX Design Rolls-Royce’s homepage includes a section dedicated to
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Products & Services with a brief description and 3 simple cards for the main industries. The custom icons and high-quality visuals make the section attractive and enticing, however, the text and icons have poor contrast with the background — making it difficult to read. Each card increases in size
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and displays a “See more” CTA on hover. This is a nice touch. However, the CTA is poorly styled — it’s barely visible. Rolls Royce — Industrial Machinery Manufacturing Website UX Design SKF employs a clear and straight-to-the-point section that informs users of “What they do” by simply listing
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links and short descriptive enumerations of their Products, Services and Industries. SKF — Industrial Machinery Manufacturing Website UX Design Markforged goes for a different type of approach, using tabs to display 3 large categories in their offer: Industrial 3D Printers, Performance Materials
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and Enterprise Software. This allows for a more compact section, as each category is displayed once at a time, with only the necessary information for the user to decide whether it’s something of interest to them or not. Each category contains the following info: a short description, a CTA to “See
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all” and a high-quality visual. Markforged— Industrial Machinery Manufacturing Website UX Design Bühler takes a unique and ingenious approach to the portfolio section, choosing to display an interactive, beautifully animated illustration. As the user hovers over different areas of the illustration
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they zoom in to find out the diversity of products offered by the company, ranging across various life contexts and applications. This is definitely a unique section that uses metaphor to stand out and make a lasting impression on the user. Bühler— Industrial Machinery Manufacturing Website UX
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Design Renewable Energy/Sustainability As environmental consciousness has considerably increased, industrial machinery manufacturers face the challenge of aligning their online presence with sustainability principles. Some websites choose to make this one of their core values and thus highlight it
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in the hero section. Some only include a dedicated section or do not include it at all. Best Practices The section’s placement in the visual hierarchy (or inclusion or lack thereof on the homepage) can send a message about the extent to which sustainability is a priority for the company. As
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environmental concerns shape customer preferences and industry standards, prioritising sustainability in digital representation is crucial for industrial machinery manufacturers. As time passes, companies’ commitment to sustainability will quickly transition from “nice-to-have” or “preferred” to
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mandatory, as the world as a whole becomes more conscious of the difference big companies can make, especially in the manufacturing industry. Concrete proof about a company’s actions towards sustainability (e.g., links to articles about steps they’re taking towards that) is preferred over mere
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words/visuals. A carefully crafted copy can make the difference between a generic, good enough sustainability section and a powerful part of the website that will make a lasting impression on a potential client who might be environmentally conscious. GE makes renewable energy a promise central to
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their offer. Not only do they highlight that in large, bold font on their homepage, but they also include links to a dedicated renewable energy newsroom, as well as some featured news pieces in the form of a carousel. GE — Industrial Machinery Manufacturing Website UX Design This shows that they’re
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not just saying they are trying to be sustainable, but actually taking concrete steps towards that, as evident in the recent news. GE — Industrial Machinery Manufacturing Website UX Design SKF goes for a more compact approach, including the Sustainability topic in a card alongside Careers and About
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Us. The good quality visuals alongside nicely worded copy and a direct link to more details about the company’s sustainability efforts is a good approach. SKF — Industrial Machinery Manufacturing Website UX Design Mitsubishi overlays their sustainability section over a nice, full-width image.
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However, the poor contrast between the copy and especially the CTAs makes it barely readable. This is a shame since the company links to the full array of projects and sustainability initiatives they have going on, which gives them a competitive edge. Mitsubishi — Industrial Machinery Manufacturing
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Website UX Design GEA has a different approach to showcasing their commitment to being a sustainable company, celebrating one year of innovation in sustainability with a special video and a custom illustration. This adds interest to the section whilst not obstructing the copy. GEA — Industrial
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Machinery Manufacturing Website UX Design Below that they also include another section that sums up their concrete actions for “Engineering for a better world” against an appealing, high-quality background image. GEA — Industrial Machinery Manufacturing Website UX Design FLS introduces
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sustainability in a more indirect manner. They do this by showcasing their “green cement” and providing links to a dedicated website for more details. FLS — Industrial Machinery Manufacturing Website UX Design Wärtsilä includes a very basic section with a brief title, copy, visual and a CTA. Such
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an approach will do, but it feels low effort and doesn’t include any solid proof of the company’s sustainable actions unless one clicks on the “Find out more” link. Wärtsilä — Industrial Machinery Manufacturing Website UX Design Trane Technologies’ large copy about sustainability and their
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commitment to sticking to sustainable practices is well-worded, which makes it stand out. Their secondary call to action “Let us convince you” sends a powerful message, letting a potential client know that the company is responsible for proving their value and is ready to do so already, from the
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very first section of the website landing page. Trane — Industrial Machinery Manufacturing Website UX Design Kone has a dedicated section for stories on sustainability, which is a good way of showcasing the actions they’re already taking to building the future they promise. The carousel is well
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designed, with horizontal scroll controls and a page indicator, to hint towards the content that’s available. Kone — Industrial Machinery Manufacturing Website UX Design Trelleborg takes a similar approach to SKF, including sustainability in a card section alongside other topics like careers and
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solutions. This approach may also send a more subtle message about how the company doesn’t prioritise sustainability, which is risky in today’s business environment. Trelleborg — Industrial Machinery Manufacturing Website UX Design Valmont shows their commitment to renewable energy by including a
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large visual and some copy in the hero section. They also include a sustainability section card further down the page alongside others like Careers, Company, Investors etc. This shows that sustainability is a priority for Valmont, with the card being useful for linking to further information.
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Valmont — Industrial Machinery Manufacturing Website UX Design Valmont — Industrial Machinery Manufacturing Website UX Design About Section This section comes under different names such as Company, About Us, Culture, Learn More About Us, Key Stats, Meet the Team etc. Essentially, this is a brief
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section found on the homepage that sends a message about the company (what they believe in and what they do). Best Practices Make sure to highlight your company’s top strengths — be it long, established history in the business, unique approach etc. Keep in mind this is not the hero section, so you
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want the main value proposition to be reserved for that. Instead, add more details/talk about other aspects of how you’re making a difference. You can use stats but they are quite impersonal. Still, they might be impactful, especially for longstanding businesses. Make the user relate to your
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company’s culture/mission/purpose; make them care about what you do. Make this more personal, by including people you’re impacting/personal statements from executives etc. Avoid some impersonal, technical statements as they’re quite basic; ❗️Keep it simple! Flowserve goes for a symmetrical card
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layout for their Culture section, talking about their core values and how they make an impact to the community. Adding two links to more in-depth articles is also a good idea. Flowserve — Industrial Machinery Manufacturing Website UX Design Desktop Metal chooses to display some key stats about
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their company, showcasing an impressive history of customers, patents and materials. This can be an effective way of establishing trust with potential customers as it proves the company has been in the business for a while and has achieved a great deal since. Desktop Metal — Industrial Machinery
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Manufacturing Website UX Design GE makes a strong statement on their homepage about their long-standing history in the business with simple, yet powerful copy and a couple of links to more industry-specific pages. This simple section keeps the homepage clean and uncluttered while delivering the
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promise of over a century of experience and expertise. GE — Industrial Machinery Manufacturing Website UX Design Mitsubishi Heavy Industries pairs impressive, yet mediocre-quality visuals with their brand description. This section is a bit disorganised, as images aren’t the same size, the text is
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weirdly aligned with the visuals, and the CTA “More” is not properly styled and not that visible. Mitsubishi — Industrial Machinery Manufacturing Website UX Design SKF takes a unique approach at this section, displaying a large, high quality 3D visual of one of their products while describing what
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they do in a concise, but interesting manner. “Our world revolves around rotation” is a smart copy to quickly describe the company’s main offer. The section below describes the company’s team and highlights the importance of their expertise, which is a nice personal touch. SKF — Industrial
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Machinery Manufacturing Website UX Design SKF — Industrial Machinery Manufacturing Website UX Design Daikin Applied goes for more dynamism, implementing a slow, looped animation in the chart visual on the left side. This adds some visual interest and movement to an otherwise static page. The title
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is smartly worded to express Daikin’s contribution to the HVAC industry, catching the user’s attention and encouraging them to read more. The section is strictly informative and lacks a CTA, which ensures the homepage as a whole is decluttered and only includes the primary CTAs of interest. There’s
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also a faded, watermark-like large text in the background, which can add to the visual diversity, but is so muted and light that it’s very easily missed. Daikin — Industrial Machinery Manufacturing Website UX Design Carrier displays their main principles alongside a text description and visual to
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help build more trust in the company. Carrier — Industrial Machinery Manufacturing Website UX Design Investor Section This section is meant for stakeholders and investors (as the name clearly entails). While this is not for every company website, including such a section (when possible) can bring a
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lot of value and highlight professionalism. Here are more reasons as to why to include this section: It builds trust by signalling transparency with stakeholders. It ensures easy access to financial data for shareholders, analysts, and potential investors. It showcases stability and performance
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through key financial metrics like stock performance, dividends, and earnings reports. It ensures compliance with legal obligations and facilitates access to required disclosures. It attracts potential investors and analysts by highlighting financial highlights and investment opportunities. It
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empowers stakeholders to make informed investment decisions based on up-to-date financial data and insights. Almost all companies researched include at least a share price in the header. Best Practices Include a simple share price + trend component in a traditional location like the top right part
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of the page. Make the trend icon clear enough (use red/green colours, don’t make it too small). Include links to the dedicated investor area on the website (if available) on the homepage to direct interested users. Keep the rest of the info brief. Bilfinger chooses a carousel component to display
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some concise information about their company, including financial data like revenue for the past year, number of employees, and CO2 emissions, as well as a preview of stock exchange data alongside a button for more information. This approach is useful since it provides an overview of the company
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for potential or current investors to quickly gauge the company’s current status. The stock exchange graph could, however, be optimised, as it’s currently quite small and difficult to read. What’s nice about the graph is that it’s interactive, so users can see the stock price evolution for the
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current day since the opening of the stock market. Further links are included on the bottom, underneath the cards. However, being so small and having so little contrast, they’re very easy to miss. Bilfinger — Industrial Machinery Manufacturing Website UX Design Trelleborg also includes some brief
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investor information in a couple of cards, highlighting the current share price, as well as the evolution compared to the previous day. The visual hierarchy is well thought-through, with smaller text providing additional details. Trelleborg — Industrial Machinery Manufacturing Website UX Design GE
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goes for a common approach of including the current share price in the homepage header, alongside an indicator of the current trend (increasing/decreasing). This is a very compact, yet informative way of displaying share price without dedicating a specific section to it. The top right corner is a
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typical location for this component, as we’ll see in other examples below, it seems to be an industry standard that many companies adhere to. Thus, potential investors already have some expectations about where to find this type of information. GE — Industrial Machinery Manufacturing Website UX
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Design Valmont displays their share price in the top right corner. However, due to the general low contrast of the header section, coupled with a not-very-legible font, the component itself is easily missed and difficult to read. Valmont — Industrial Machinery Manufacturing Website UX Design IR
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displays the share price in the top left area, which doesn’t align with industry standards and might make it more difficult to find for some users. However, since their CTA occupies the top right corner, this layout makes sense for their specific situation. IR displays the current share price, as
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well as trends and changes compared to the previous day. IR — Industrial Machinery Manufacturing Website UX Design Rolls-Royce also adheres to the same practice. However, compared to the previous examples, the trending icon is not as visible, which might be intentional as they don’t want to make a
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decrease in share price too obvious. Rolls Royce — Industrial Machinery Manufacturing Website UX Design Kone has a dedicated link towards an Investors section of the website just underneath the hero area. This is another approach that allows for a better separation of information that is of
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interest to potential investors vs information for a general audience. Kone — Industrial Machinery Manufacturing Website UX Design Trane Technologies includes several sections dedicated to investors on their page, alongside the classic share price display on the top area of the header. What is
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worth noting is that the trend icon (decreasing — red arrow pointing down) is much more visible and allows for more transparency towards a negative trend in share price. Further, down the homepage, we can find a larger card displaying the company’s share price and trend at the market closing time
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of the previous day, which is definitely good to know for the interested user. Several links to more detailed financial information are displayed, as well as recent financial news about the company, which provides a more detailed, specific overview compared to the minimum included by other
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competitors. Including recent news, alongside a link to viewing all announcements is a transparency practice that helps paint the company in a positive light. Further below we can find a highlight of their current steps towards tackling social and environmental challenges alongside a link to
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Investor Relations — this is also useful and helps a potential investor gain a better understanding of the company’s involvement in giving back to the community and of general CSR. Trane — Industrial Machinery Manufacturing Website UX Design Trane — Industrial Machinery Manufacturing Website UX
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Design Trane — Industrial Machinery Manufacturing Website UX Design ST Engineering chooses to highlight the current share price in the header area rather than keep it minimally visible, which creates a good visual hierarchy for the top menu. Just underneath the hero visual, they include an
|
medium
| 6,724 |
Machinery, Industrial, UX, Web Design, Website.
information strip that provides additional details about the share price at market closing time for the previous day, as well as the current volume of shares. This brings the share information to the forefront of the website, however, it’s nicely integrated into the layout and only aims to inform
|
medium
| 6,725 |
Machinery, Industrial, UX, Web Design, Website.
the site visitor. ST Engineering — Industrial Machinery Manufacturing Website UX Design Contact Section This section can appear under several forms like “Get started/Contact us/Subscribe”: It drives potential sales and business growth by capturing visitor interest and inquiries. It encourages
|
medium
| 6,726 |
Machinery, Industrial, UX, Web Design, Website.
interaction and feedback, enhancing the overall customer experience. It provides easy access to assistance and information, especially for technical inquiries. It instils confidence in the company by demonstrating availability and responsiveness. It facilitates targeted marketing efforts and keeps
|
medium
| 6,727 |
Machinery, Industrial, UX, Web Design, Website.
visitors informed about company updates. It offers insights into customer needs and preferences through feedback collection. Best Practices Keep it as simple, short and straight to the point as possible. Offer several options. Simply having the option of contacting the company directly is not
|
medium
| 6,728 |
Machinery, Industrial, UX, Web Design, Website.
enough. This can lessen the weight on the team dealing with email inquiries by redirecting them elsewhere if a resource/option is available on the website. Avoid adding visuals if they don’t bring much to the section. Carrier includes a generic “Ready to get started” CTA that leads to a contact
|
medium
| 6,729 |
Machinery, Industrial, UX, Web Design, Website.
page. Including this at the end of the homepage is typical. Carrier — Industrial Machinery Manufacturing Website UX Design Trane includes a full contact form, which is the more traditional approach. This may be a blocker to some interested users who aren’t willing to put in the effort of filling
|
medium
| 6,730 |
Machinery, Industrial, UX, Web Design, Website.
out a long form or who just want to see their options but aren’t committed to speaking to a representative just yet. This type of approach also uses up more space on the homepage and contributes to the visual noise. Trane — Industrial Machinery Manufacturing Website UX Design GEA uses some simple
|
medium
| 6,731 |
Machinery, Industrial, UX, Web Design, Website.
cards to promote their newsletter or encourage users to contact them. The CTAs are well styles, with enough contrast to stand out and make clicking on them very easy. GEA — Industrial Machinery Manufacturing Website UX Design Markforged offers several options to interested users, which can be great
|
medium
| 6,732 |
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