How I’d Grow Voltera

Voltera builds high-tech 3D printers for electronics engineers building the future. But their home page and content strategy don’t position them as pioneers. Here’s what they can do.

By Ryan Carruthers

Jan 13, 2023

Voltera makes it easy for savvy engineers to print their own electronics. Their high-tech 3D printers are a tech junkie’s genie in a bottle. Think of an electronic. Then print it.

Voltera positions itself as a fast and cheap DIY electronics manufacturer that helps engineers experiment.

They’re pioneers, empowering other pioneers. 

But their website doesn’t capture this right now.

The Core Issue With Voltera’s Positioning

The core problem is that Voltera’s website doesn’t represent its brand as well as it could. They’re doing great work, but they need to show it. 

Solving this comes down to three areas:

  1. The home page focuses on features rather than benefits. I’d rework it and expand on the outcomes Voltera enables.
  2. Their products have many use cases and serve several industries. They need landing pages to target each. 
  3. Their content strategy can be a revenue driver, but it needs to scale first.

Voltera’s CEO, Jesus Zozaya, said Voltera is an advocate for the Electronics Product Development industry. To be leaders in the space, they need to get vocal about the advances they’re pushing and what people are building with their products.

Showing Potential Customers What’s Possible With Voltera

Voltera’s home page is very product-forward. The video looping in the background is effective. You see what you’ll get.

Voltera Home page hero

Likewise, their products are sleek, so showing them off is also effective.

Voltera Products

But the copy only talks about what it is, not what it does.

For product-centric startups, realizing you need to reframe your website copy to espouse benefits instead of features happens all the time. 

The product descriptions are partly there, but four bullets on what each product is ideal for doesn’t paint the picture in the prospects’ mind why they should care about either the V-One or the Nova.

Product descriptions

I’d hype up the products by leaning into the core benefits they offer, namely speed and usability. 

For each product, I’d have a little header above the product name, called a clarity primer, then the H3, a subheader, and a punchy paragraph to accompany a carousel of several images. 

  • The H3 should state the main benefit of buying the product
  • The subhead should clarify who it’s for
  • The body should expound on the key use cases
  • CTAs to product pages 

Here’s what it could look like:

Better product section

Next, on their home page, their “How we’re changing electronics” section highlights the core benefits of their products.

Benefits section

But it’s too early for that. 

I’d establish more social proof first. After seeing the products, potential customers will naturally ask, “Why should I care?” Social proof is the answer. 

Move the logos up from the bottom of the page. After all, if NASA was one of your customers, wouldn’t you want to name-drop them in a sales conversation?

Here’s how I’d structure the section:

H2 – Lean into the story of what Voltera enables: “Leading Innovators Are Building The Electronics Of Tomorrow With Voltera”

— Show customer logos with links to case studies —

Subhead – Highlight some case studies of cool things customers have built.

Bullet list – Include a bullet list of all the different use cases, with links to individual landing pages.

These sections now show potential customers the benefits the products provide, the customers who trust them, and the different things they can create. 

Just as Voltera has so many different use cases, it also serves diverse industries like manufacturing, academia, and aerospace. 

I’d include a section on each industry they serve, linking to landing pages for each.

With the industries listed, I’d drive home the main benefits Voltera offers customers. 

  • Benefit 1 – cost saving: “Lower your R&D costs, not having to rely on expensive manufacturing contractors.”
  • Benefit 2 – fast: “Rapid prototyping will uncover breakthroughs faster.”
  • Benefit 3 – easy: “Do it yourself with tools that don’t require a material science PhD.”
  • Benefit 4 – all in one: “Explore the materials that will be in the future of electronics manufacturing.”

The home page has done most of the work by this point.

Following it, I would add more social proof with testimonials and feed into the image of Voltera as a pioneer by including educational resources related to 3D printing and circuit board design.

To Stand Out, The Blog Needs A Refresh

 Currently, the blog post template has a basic design. It doesn’t give off the perception of a pioneer in electronics manufacturing.

Blog design

Compare this to their higher-end competitor. Their blog isn’t super impressive, but it does have more branded elements above the fold.

What this means is that the bar isn’t super high in this vertical for blog design, so Voltera has an opportunity to make a splash. 

Here’s what I’d do to improve their blog post template:

  • The title section should be redesigned to take it out of a box and blow it up to cover the full width of the screen.
  • Perhaps add a blog image. If there’s no capacity to make a well-designed featured image, I’d at least provide a cooler frame for the H1 that represents either their industry or their company.
  • Include a headshot of the author and a link to their bio.
  • Provide a clickable tag for the blog post category so users can explore related content.
  • Their headers are currently center-aligned, which leads to a weird reading experience. It would be better to have them left-aligned.

So that’s that for the blog posts.

Let’s look at their blog as a whole to assess the content strategy.

Looking at their keywords in Ahrefs, they should be going after topics related to 3D printing and creating comparisons of 3D printing tools.

They have a good start so far.

Keyword Voltera ranks for

Likewise, I’d create how-to content related to their core Jobs To Be Done, which I see as quickly testing and iterating on electronic circuit designs.

I’d focus on providing valuable content related to electronic prototyping, additive manufacturing, and the applications of their products.

To be more specific, here are some examples:

  • Provide insights into the advantages of additive manufacturing over traditional methods.
  • Share educational content on electronics, additive manufacturing principles, and emerging technologies.
  • Offer tips for prototyping efficiency
  • Provide guidance on selecting the right materials for specific projects.
  • Share best practices and industry standards for electronic prototyping using additive manufacturing techniques.
  • Create product-led guides on using Voltera’s printers for specific applications, offering practical insights and tips.

Likewise, I’d take all the above topics and run the classic Content Cluster playbook.

For each topic, I’d create content following these formats:

Content formats

  • Ultimate Guide (this guide will link out to all the below articles as supporting content)
  • Tools/software
  • Definitional – what is X
  • Importance/benefits
  • How-to guide
  • Differences (X vs Y)
  • Best Practices/Strategies
  • Examples
  • Types
  • Mistakes to avoid
  • Ideas
  • Stages/Cycle
  • Trends
  • Studies/Statistics
  • Challenges
  • Checklist
  • Template/Sample
Content Cluster example

Using the above formats, I’d create content clusters for each of Voltera’s core areas:

  • Rapid Prototyping
  • Electronics Development
  • Material Exploration
  • Etc.

Depending on writer capacity, this would take me a couple of months to a full quarter. But it would significantly propel Voltera’s content strategy forward.

Final Thoughts

Voltera’s website has the potential to really resonate with customers. Their homepage just needs a redesign.

Likewise, with a push to create specific landing pages and content to connect with each of their customer segments, they’ll build a reliable engine for organic growth.

And organic growth always beats paid ads, eventually.