This post highlights the elements that a well built and nicely designed manufacturing or industrial website includes to ensure that it’s a success and attracts more customers.
Your company’s website is a sales tool. Most business owners are now aware that today’s websites need to be more than just a few pretty pages. With such a large part of today’s B2B buying process completed online, manufacturing and industrial websites are now marketing and sales tools. Marketing for manufacturers used to mean trade shows, conferences and print catalogues. Today, a well-built website is an essential component of every manufacturer’s overall marketing strategy.
Inspire suppliers, distributors and customers to contact you
To your buyers, your website is your virtual store front. Even if you don’t sell products and services online, it’s a place for them to research you and find answers to their questions or solutions to their problems.
Many visitors are coming to a manufacturing or industry website because they have a technical problem they need to solve. Featuring information about your products and services will help you reach those visitors. Technical buyers may want to be able to search by product number or feature, so incorporating a simple search tool can help connect your buyers to exactly what they’re looking for.
As a manufacturing company, you need a website that clearly exhibits your innovation and technological expertise to inspire prospects to contact your sales team.
Customers need to be able to find your company on Google
The key to being found by engineers, plant managers, maintenance supervisors, and customers is to produce content that’s helpful to them when they have a problem or a goal they are looking to solve or achieve. Ask yourself what the triggers are that lead your potential buyers to your company or products and services. Speak in their language and provide optimised content that Google and your customers will find in the form of blog posts, documents, catalogues, calculators, videos and plenty of helpful information.
Photos of your factory, production line and the team can also be a point of interest for website visitors. Google loves photos on websites!
Certifications and Qualifications
Some potential customers will not consider working with you without the right certifications, so promote the fact that you have met the criteria for the various certifications and qualifications you hold. Be sure to display these prominently on the website and provide the ability to download or request the documentation.
The best manufacturing and industrial websites provide solutions
Whether your company is manufacturing or industrial, the key to a great website is the intersection of both buyer and company objectives. Your website visitors should be able to browse your website or search for a product easily. For manufacturers, this means easily-found services pages that are well-written and organised logically by application, industry, or material.
Your website should use the latest technology so it appears sophisticated and polished, and it should be built in such a way that it’s easy to capture visitors’ information. When these elements come together, your manufacturing website will become less of a boring brochure and will serve as a well-stocked resource library, a source of inspiration and bring in a steady flow of quality leads.
Your great manufacturing website is just a call or email away
I’m often surprised that many professional manufacturing, industrial and engineering firms have websites that are poorly designed, hard to navigate, impractical, and impossible for search engines to find. The same engineers who demand high performance, efficient design, practicality, and minimal waste, don’t seem to demand the same things from their website.
If you’ve been putting off updating your website for years, don’t worry, you’re in good company. You run a very busy manufacturing business and you most likely aren’t sure where to start.