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From a marketing standpoint I think this site has a lot of strengths, as some of the others have pointed out.
The calls to action/desired conversions are very clear and bold. (I agree the orange might be a little lighter, though I also don't particularly mind it the way it is.) I might consider moving e-mail sign-up up, it's buried pretty far below the fold, though that was likely a conscious choice on your part because it's secondary to the other conversions. But I suspect you get a lot of visitors who aren't quite ready to request a quote or get samples for whom you are not capturing contact data.
You've got a ton of content which you appear to have jam-packed with strategic keywords.
Those two things alone go to your primary stated objectives, so, nicely done.
However, there are a few key things I think could be stronger from a strategy/messaging/experience standpoint.
Your logo tells me you sell durable bar code solutions. Your headline on your home page tells me the same thing, and that you make "more than just labels". I'd like to see right upfront:
A clear benefit/position/point of superiority/value proposition: WHY should I request a quote for your solutions instead of the other guys' solutions? I should be able to get that at a glance, not dig through the fine print to find it.
You do have some copy about this at the top of your products pages, but as an industrial buyer, I'm not sure I care that you provide "more permanent and durable label solutions than anyone." I just want to know that you make the best one for MY application, and why it's best.
If lower cost is your point of difference, get me there on the home page, and do it quickly. It's all about focus and prioritizing messages most clearly.
You are very heavy on features copy - which is great for SEO - and very light on clear communication of benefits.
Here are some ways to consider turning your very SEO-friendly brochure-like site into a more engaging experience.
Turning features into stories - pick one great customer in each application area and show me how they successfully applied your solution in a way that pays off what you decide your value proposition is. Use photos or video so it's not just a big wall of text.
Turn benefits into utilities - add value by building a related, useful function into the site for your users. I don't know your market well enough to suggest specific tactics here, just think about your different audience segments and what you might add that would be most useful to them in doing their jobs, not just for buying your products.
- Turn emotional benefits in connecting people - instead of just asking people to friend you on Facebook (really? I doubt you really need a Facebook page) or follow you on Twitter (better choice, especially to support your blog), is there any social experience that could be made a part of your site experience? Product ratings/user reviews, maybe?
It seems like a lot of time in B2B marketing, people don't think they need to tell stories or be engaging. But, business people are human, too. They need to be drawn in to the experience with more than just long product copy.
Is that helpful at all? Let me know if you have questions.
Camcode-Home-1.jpg
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1
Not enough contrast
Consider reversing the logo in white out of a darker background
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2
Simplify
There's a lot going on in this area - consider simplifying.
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3
Color Scheme
Consider making headers (h1, h2, h3) blue instead of black to go with the sites color scheme better.
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4
Texture
Consider adding the wave texture in the footer, or a barcode texture
Products-1.1.jpg
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1
Cramped
This area feels cramped. Perhaps you could make the blue area smaller and include the image in the white main content area. The 'breaking out of the box' effect generally works better in conjunction with ample whitespace.
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2
Back to top?
Consider adding a back to top link.
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3
Too orange?
I would tone down the orange a bit. It's almost a bit to jarring.
Blog-Layout.jpg
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1
Nice
This white header reversed out of blue feels nice in terms of white space and visual hierarchy. Consider using this as a template for the interior page headers.
Thank you so much for the feedback Sue - this will definitely require a change in thinking in the company but I agree our copy is too far on the "enough about you, lets talk about me" side of things. I'm going to pass these recommendations along to the team in charge and can't say thanks enough. I STARTED the project thinking along your lines and by the time we got to where we are now things had somehow shifted... Thanks for helping get us back on track.