Manufacturing Marketing – Website Importance
You’ve spent hours creating a content marketing strategy that attracts new clients, now what?
After a prospect finds your company through content, the next step is for them to visit your website.
Is that sweat I see?
If you’re like most manufacturing companies, you’re likely sweating from the thought of someone judging you based on your site. This isn’t surprising, as Web pagesare the most overlooked branding aspects of manufacturing companies.
Your website is your most powerful marketing tool, so why doesn’t it reflect that?
15 seconds. According to Tony Haile from TIME magazine, you’ve got 15 seconds to grab the attention of an average reader.
Luckily for manufacturing companies, the average time is longer because website visitors often look at multiple capabilities while skimming your Web pages. Your prospective client will spendhundreds of thousands of dollars to millions on your services, so they will certainly invest time researching you before writing the check.
This means it’s even more crucial for your website to succeed at telling a visual story, providing relevant information, and performing at 2018 standards.Your website is a tool for you to sell.
It’s no longer just a validation of whatever your salesperson is saying. Visitors should leave your site thinking, “I can trust them to deliver an updated and efficient product or service.”
No matter which Content Marketing Tactics for Manufacturing Marketers (link to blog 016)you use, your homepage likely won’t be the first place visitors land. It will be one of your internal pages that are optimized for that specific keyword, a blog post, or a new video within the site.
Allocate resources for outside the homepage, because it’s unrealistic to expect site traffic to only go to the homepage. Of course, that’s a great place to start, but you can’t end there.
It’s not enough to allocate resources to updating the home pageif you fail to carry the “wow” factor out through every page of the website. If you’re wondering where to start, check out the9 Biggest Industrial Website Design Mistakesarticle.
As the article mentions, the website is one of the most overlooked branding aspects of manufacturing companies.Consider these 9 manufacturing website tips when reviewing your pages:
- Responsive Web Design:Your website should adjust based on the screen size.
- The Full-Width Standard: Don’t leave large spaces on a center-justified site, the site should be full-width.
- Mobile Optimization: 22-30% of clients access the web from their mobile phone, so the mobile version of the Web pages must be optimized.
- Evaluate Site Content: Ensure you meet Google’s 300-word minimum by including a variety of valuable content.
- The Importance of Graphics: Create updated custom graphics to improve the creative aspects of the site. People respond to visuals.
- Search Engine Optimization: Perform monthly updates to your SEO.
- User Experience (UX): Enhance user experience by maximizing menu and page capabilities.
- Continuously Update Content: Use white papers, case studies, blog posts, and videos to stay relevant.
- Ditch the Worthless Features: Remove distracting features such as pop-ups, sticky boxes, and uninformative images for a visually appealingwebsite.
Consider these mistakes as you redesign and update EACH PAGE of your website.
It is up to you HOW you want to update your manufacturing website. What’s most important here is that you DO redesign it. In its entirety.
Ignite the ‘wow’ throughout your entire site, not just the homepage.
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Kyle Milan is a well accomplished sales and marketing professional with over 14 years in the B2B space. He is the CEO of 5 Fold Agency and a Sales and Marketing Strategy & Social Media Marketing expert. He has published several articles at major news media outlets on various topics of; Inbound Marketing, Digital Marketing, Social Media Marketing & Advertising, Industrial Marketing, Manufacturing Marketing, and Entrepreneurship.