5 Tips to Help Improve Your Manufacturing Website
As a manufacturing company, you might think that you have little need for a world-class website. You are wrong. In fact, a B2B company can generate leads, convert sales and service customers just as much as a consumer-oriented business. Use the following five tips to help improve your website so you can get the results you deserve.
Our 5 Manufacturing Website Tips
- Don’t Miss Out on Mobile Traffic
Google reports that forty percent of the population searches the Internet only from their smartphone. Such a statistic helps to explain why more than half of all Internet traffic comes from mobile devices. What do these users see when they visit your site? If you do not deliver a mobile-optimized experience, you have already lost access to half your market. A website that uses responsive design will resize and reformat content and screen elements to make them easily accessible on any device. That means customers who access a responsive website can expect to have a user-friendly experience on your site regardless of whether they use a computer or a smartphone. If you discover that your site does not look or function well on mobile devices, start planning now to have it redesigned.
Examples of Manufacturing websites designed and developed by Executionists
- Company-Focused Websites Drive Customers Away
Make your website better by focusing on your target market and customers rather than on your firm. When you do this, you eliminate the pitfalls that come with the use of industry jargon and specialized topics that customers might regard as obscure. Additionally, you set your firm apart from other companies that use their website to focus on themselves. Customers care more about themselves than about your company, so give them what they want and need. Your website portrays your company and brand online, so you want to make it interesting, engaging and valuable. In other words, talk more about your customers and their needs than about the history of your company and the nuances of your industry. When you talk about your company, make sure that you use plain language that visitors can easily understand. Even your B2B customers need only to quickly gain an understanding of your business and products while interacting with your content. Make your website work for you by telling your visitors what you can do for them. To get started, visit your own website and ask yourself a few simple questions:
• Who is my target customer?
• Does my website help my target customer in understandable language?
• What do I know about my target customer that my competitors do not?
Now, see if your home page matches your answers. If it doesn’t you have work to do. Rewrite the page so it reflects your target customer and addresses that customer in plain speech. Your page should reveal to your target customer how your firm is uniquely capable of meeting their needs.
- Quality over Quantity
Increasing demands can pressure you to post hastily and poorly written content to your website, especially if you want to make it appear active and updated. Despite the apparent need to quickly get the job done, you should remember that quality matters more than quantity when it comes to website content. First, you want to make sure that you always add value to your customers and the community. By posting material that addresses real-world problems, you establish your firm as an authority in your industry and customers instinctively will turn to you for solutions. Second, search engines evaluate your website for content quality and can bury your site in search results, making your job of attracting customers even more difficult. To improve the quality of your content, consider sharing the workload among your entire team. That way, no one gets too burdened with website responsibilities. As a manufacturer, you have a special opportunity to engage your audience with quality content. For example, if you are developing a new product prototype, you can float it on your site via illustrations, photos, and videos and ask for feedback. You can also create value by posting in-depth white papers, podcasts, and videos.
- Include CTA
A passive website might never generate the results you desire if it never asks visitors to do anything. A clear call to action (CTA) invites users to subscribe to a newsletter, request more information or make a purchase. By including a CTA, you can design entire pages to encourage a particular behavior.Dropbox, for example, makes good use of design elements such as color negative space to make their CTA buttons stand out from the rest of the page. Similarly, NetFlix uses an uncluttered page that addresses a major concern of prospective customers alongside an easy-to-reach button. In fact, as soon as the users see that they can “cancel anytime,” they can tap or click the button. Use the above examples to get started with your CTA. As you work on your design, develop a list of words and images that resonate with your target market. Next, create a crisp and compelling CTA from those words and images and post it to the end of your articles and landing pages. Also, make sure your CTA has an easily identified link that users can use to either tap or click through to their intended action.
- Keep Your Website Up to Date
When customers view your website and see that nothing has changed since their last visit, you communicate to them that your company is either inactive or out of business. At the very least, a website tells the world that you have little concern about interacting with customers or participating in your industry. Despite feeling pressured for time, make sure that your website receives routine updates. If you cannot do the work yourself, consider hiring a remote worker or freelancer to do the job. Also, make sure you take steps to customize the appearance of your site, so it stands out from your competitors. Additionally, use your calendar to remind you to refresh your entire site every two years to make sure that you always have an updated appearance.
As a manufacturing company, you need more than a stale, cookie-cutter website. Instead, you need a vibrant mobile-friendly site that connects with visitors, generates leads and assists customers. By emphasizing customers more than your company and by meeting the needs of your audience, your website can become a valuable asset that promotes your firm and gives you an edge over competitors.
Executionists has over 18 years of experience delivering manufacturing websites for B2B clients. To find out more, click our Client Inquiry form.
Author: Heather Redding is a part time assistant manager and freelance writer based in Aurora, Illinois. She is a coffee-addict who enjoys swimming and reading. Street photography is her newly discovered artistic outlet and she likes to capture life’s little moments with her camera.