Jeremy Axel of Fluent Conveyors Shares Website Redesign Lessons on Ballantine Digital’s Manufacturer’s Mindset Podcast
The Fluent Conveyors founder and CEO explains what two years of rebuilding a manufacturer's website taught him, and why
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The Fluent Conveyors founder and CEO explains what two years of rebuilding a manufacturer’s website taught him, and why he leads without a title.
RIDGEWOOD, NJ, UNITED STATES, October 23, 2026 /EINPresswire.com/ — Ballantine Digital has released a new episode of The Manufacturer’s Mindset Podcast featuring Jeremy Axel, founder and CEO of Denver-based Fluent Conveyors. In the conversation with host Ryan Cote, Axel covers leadership and lessons from a website redesign now in its second year.
Axel came to conveyors through software sales, helping a conveyor manufacturer rework how it went to market while selling SolidWorks, a 3D design tool. He later founded Fluent Conveyors after seeing complacency in the market as an opening.
On the website project, Axel describes hiring and replacing three outside designers before his internal team produced the first approved concept, a process that took six to seven months. His advice is to define the reason for a redesign up front, put agency commitments in the contract, and create a brand guideline first. Fluent now works from a 140-page brand guide.
“Just get your ducks in a row, make sure you’re organized,” Axel said. “A brand guideline can really help give some structure to the design process.”
The episode also covers why Axel’s email signature lists sales rather than owner and his view of mistakes as a “tax of learning.”
“Jeremy has been through what a lot of manufacturers are about to go through with their websites,” said Ryan Cote, Managing Partner, Ballantine Digital. “He was open about what it cost him and what he would do differently. I also asked him about his email signature and ended up rethinking my own.”
The episode is available at:
https://ballantinedigital.com/jeremy-axel-podcast/
About Ballantine Digital
Ballantine Digital is a digital marketing agency for B2B manufacturers and industrial companies, offering SEO, AI search optimization, paid search, website development, content and LinkedIn marketing. Based in Ridgewood, NJ, it is part of Ballantine, a marketing company founded in 1966. The Manufacturer’s Mindset Podcast features conversations with manufacturing professionals about their careers and lessons learned. More information is available at https://ballantinedigital.com.
About Fluent Conveyors
Fluent Conveyors engineers and manufactures industrial conveyors in Denver, Colorado. Its product line includes roller chain, drag chain, slider bed, trough idler and package handling conveyors, along with replacement belts and parts. The equipment serves recycling, waste, manufacturing and municipal operations, from single stream to scrap metal and e-waste, and is sold through dealers. More information is available at https://fluentconveyors.com.
Ryan Cote
Ballantine Digital
+1 973-305-1504
ryan@ballantinedigital.com
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