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'IndustryWeek' revamps site to match growing brnad's needs

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Company: IndustryWeek

Web site: IndustryWeek.com

Agency: DigiKnow, Cleveland

Launch date : Feb.14, 2005

IndustryWeek.com, the Web site of IndustryWeek magazine, which caters to manufacturing managers, overhauled its Web design to fit the needs of the growing IndustryWeek brand, said Teri Mollison, group publisher for Penton Media's Manufacturing, Supply Chain & Metals Group. Before the relaunch, the site primarily consisted of content repurposed from the print magazine. In the past few years, however, the brand has added events, newsletters, white papers and other industry resources.

IndustryWeek.com hired DigiKnow to recategorize content, a six-month process that ultimately allowed users to "get more relevancy quicker than on the previous site," Mollison said. The redesigned site has industry news that is updated daily. It features new drop down categories at the top of each page to make the site easier to navigate. Additionally, the new "Manufacturing 101" section of the site provides information on concepts and trends that are shaping the manufacturing industry. The site also offers advertisers a variety of new ad sizes.

It is too soon to tell if click-through rates have increased as a result of the redesign, but Mollison said she is "very encouraged [the monthly data reports] will get strong numbers." IndustryWeek.com's next phase will include adding another level of search within the site, as well as blogs.

—Fara Young

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