The Fold

This is where I usually single out and talk about the hero section alone.

As we know, the hero section is the website's money time. And this is where Jiga's biggest problems lie. The short hero section allows the next section to “bite into it” by appearing above the fold.

This causes the visitor to be bombarded with no less than 1 big image, 2 headings, 3 CTAs, 2 paragraphs and 8 logos - All at the same time.

This considerably dilutes the message and hurts the visitors ability to take in and understand the information.

The image is great though. Making it clear that this company deals with manufacturing hardware parts and showing the shapes and textures familiar to the target audience.

The messaging could also use some work.

The rule of thumb is that any word that can be removed, should.

For example “Your partner for Low-Volume, High-Attention Manufacturing” can easily become “Low-volume, high attention manufacturing” without losing any critical information.

Less words → Clearer message.

I’d also remove the color from the company logos below. Colorful elements have a high visual weight. So these colorful logos pull attention away from more important elements.

Capabilities Section

This section lists the manufacturing technologies that Jiga helps customers with. But the heading does not make that clear, and generally doesn’t contribute much to the story.

Adjectives like “efficient” (and their noun form “efficiency”) don’t have a lot of weight in our customers’ minds. They’re too vague.

Consider a heading like “We are fast, advanced and trustworthy suppliers” - This says very little and commits to nothing. Bad marketing.

Case Study Section

This is a good place for this section.

Aiming to answer question number 2 out of 4 that every website needs to answer - “Can you really do what you say?” (BTW, do you remember the other 3?)

The design here could be better though. The big bold typography causes lines in the quote to break too often. Which tires the eyes and lowers the chance the visitors will read it.

Adding a video here is a great choice. Videos require very little effort from the viewer who is spoon-fed the information. People love easy and hate effort.

But the choice of customer persona here is suboptimal.

The customer is clearly very Israeli, which will reduce the testimonial’s effectiveness with American customers (which I’m guessing to be the target audience). We like and trust those who are like us, and the other way around.

Notice that the word “like” itself is used for both similarity and affection. Not a coincidence.

Compliance Section

Good section.

Hardware is hard, and getting bad parts is a big pain point.

The big round stamps are easily recognizable and help the customer “check the box” for quality-trust, and move on.

Industries Section

This section could be a lot better.

Letting customers know that their industry is top of mind for your company is important. It means that you know what they need and the constraints they operate under.

But in order to give the customer this peace of mind and create trust, adding more information would go a long way. A paragraph with specific use cases for each industry, or even a testimonial from a customer from that industry would be strong here.

You could also link to a dedicated industry page with more information and case studies.

A Call to Action here would also be a good idea. We are pretty deep into the site, and the only CTAs are at the very bottom and top (the navigation bar CTA is usually ignored)

Testimonials Section

Testimonials are a strong marketing tool, and Jiga executes them well.

The face of a real person, a full name, title and company logo all create trust and empathy in the customer.

Personas and the stories they tell should always be concrete and detailed.

Similarity and familiarity play a big role here as well. The more the customer thinks “Hey, these people are like me!”, the stronger the effect.

My only issue with this section is the inconspicuous design of the statistics above. Saving 30% in cost is incredible, but the design here makes it seem unimportant or unreliable.

If you have something impressive to say - say it loud.

Video Section

As we already know, videos are an important marketing tool.

And this is a GREAT video. It presents a clear and compelling story about the pains of procuring hardware parts.

I’d only recommend pushing it up in the website and making it more prominent.

The thumbnail with the question and Call to Action is also a great move, prompting the visitor to click. It could be bolder and more appealing, though.

Benefits Section

Another great section.

Notice the short (max. 5 words) headings, with clear and compelling messages, listing the pains that Jiga solves.

The images are also detailed enough to illustrate how things work, but simple enough to not draw too much attention.

Beautiful work.

Banner Section

The standard place for a banner, trying to "pick off" the visitors that scrolled to the end and might be now ready and ripe to take action.

The messaging here could be improved, along with the design. For example a bolder, shorter heading saying “Free to use. Pay when you order” might work better.

Summary

Apart from a confusing fold and hero section, Jiga’s website is great.

Their use of images, videos and testimonials creates clear, compelling messages, even if the copy itself could be improved.

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