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Who we serve
Marketing and AI for Manufacturers Who Need to Be Found — by Buyers and by the People They Want to Hire
An engineer with an RFQ and a welder looking for a better job both start in the same place: a search bar. Most manufacturers have a website from 2012, a PDF line card, and a careers page that says "check back later." We fix both sides of that — and we help you put AI to work where it actually saves time on the floor and in the front office.
Sound familiar?
The problems we hear every week
Buyers search for capabilities — "CNC machining Wisconsin," "contract powder coating," "ISO 9001 stamping" — and your site answers in adjectives and a PDF download
The hiring problem is bigger than the sales problem: you could take more work if you could find the people, and your job listings look like everyone else's
The front office is thin — vendors, applicants, customers checking on orders, and an RFQ that needs a fast answer all land on one person who is also running payroll
Two audiences
buyers and future employees.
Almost every manufacturing website serves neither. The purchasing agent can't find your capabilities, and the machinist can't tell why your shop is a better place to work.
The fix
How the system works for your business
- A capabilities-first website — a page for every process, material, tolerance range, and certification, written for the engineer evaluating you, with real photos from your floor and an RFQ form that goes to a person immediately
- A careers presence that recruits — the shop, the people, the pay range, the shift, and the path up, tuned to the trades you're short on, with a two-minute apply-from-your-phone form
- An AI receptionist that routes instead of drops — sorts vendor from customer from applicant, captures the RFQ details, and texts each one to the right person
- AI where it earns its keep — first-pass quoting, document handling, answering the same internal questions over and over — set up, trained into your team, and left running with you in charge
We work with manufacturers and industrial companies here in Northeast Wisconsin, and Michael teaches practical AI for business through the MCM360 Academy and regional business events. We speak both languages: the one your buyers use and the one your floor uses.
Questions owners ask
Straight answers
We sell through reps and distributors. Does any of this matter?
More than you'd think. The end customer and the rep both check your website before they trust you with a spec. When a distributor relationship changes, the manufacturers with a real online presence keep the customer. It's also where your next reps will find you.
Our biggest problem is finding welders and machinists, not customers. Can you help with that?
That's usually the first thing we build. A careers page that actually sells the job, listings that show up when a tradesperson searches, and a simple apply-by-phone form. You're competing with every plant in the region for the same people; the ones that look like a good place to work win.
We just changed ownership. What should we do online?
Get in front of it. Update the Google listing, the website, and LinkedIn so customers and vendors see continuity, not a mystery. A short "new ownership, same people, here's what's next" page and a note to your customer list do more to protect the accounts than any sales call. We handle the whole announcement.
We have hundreds of parts and a catalog. Can a website handle that?
Yes. We build it so a buyer can find a capability or a part family fast, organized the way your customers think rather than the way your ERP is organized. If you need real e-commerce or customer portals, we'll tell you plainly what that takes.
What's realistic for AI in a manufacturing business right now?
The boring stuff: reading incoming RFQs and drafting the first pass of a quote, pulling answers out of your own manuals and procedures, summarizing long email threads, cleaning up job descriptions. Not robots, not replacing your estimator — giving your best people back a few hours a week. We start with a half-day look at your workflows and show you where the time is going.
What does it cost?
Manufacturing websites are usually scoped as a project first, with ongoing plans that typically start around $500/month. AI consulting is scoped by the workflow. The free audit is the honest place to start — you'll see what's worth doing and what isn't.
The Playbook
Plays for this trade.
What actually works, written in plain English — no marketing degree required.
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