Prior to the internet’s widespread use, marketing for manufacturing companies was mostly centred on traditional sales methods. Sales methods such as trade exhibitions, conferences, and ads in industry magazines. Websites were, at best, an afterthought, with many manufacturing companies viewing them as just confirmation that the business existed.
Fortunately, the majority of today’s manufacturing businesses acknowledge the importance of websites. They are a lead generating tool for promoting business success. According to research, even when a company does not sell its products directly online, its website is typically the most successful conversion point on the digital sales funnel. The reason being, it shapes consumer perceptions about brand, quality, and customer service.
So, what are the important factors when considering website design for manufacturing companies?
1. Simple And Clear Navigation
Few experiences are as frustrating as a difficult-to-navigate website. As a result, manufacturing websites must have straightforward, obvious navigation.
Your visitors won’t be able to find your blog, email signup page, product listings, price, contact information, or the help they need if your website lacks clear navigation.
Begin with this rule of thumb: Your website navigation layout should allow someone to land on any page on your site and locate what they’re looking for in three clicks.
In an ideal world, every visitor would start on your homepage. After that, they work their way around your website in the same sequence. However, this is not the case. Visitors to a website can move around freely.
Remember that you want people to stay on your site and dig further. In order to provide them reasons to click on links, pique their curiosity and attract them with wonderful offers.
2. Well Placed Calls To Action
For manufacturing businesses, your website should be a place where visitors can interact with your company. The easiest method to accomplish this is to give clear instructions on the next actions to take to achieve their objectives.
Your call to action (CTA) is possibly the most significant aspect of your website. If you want to improve your inbound marketing leads, sell your items, increase your social media followers, or have your visitors do anything on your website, you need a clear and appealing call to action.
Many manufacturers’ primary call-to-action (CTA) comprises a lead generating form. Therefore, assuming that the majority of site users are looking to interact with someone in sales or support. “Start a Project,” “Request a Quote,” or “Contact Us” may all be excellent CTA buttons or links that direct users to fill out and submit a contact form.
3. High Quality Images
Many industrial websites are still somewhat out of date, and their images may be much more so. It is vital to have a high-quality picture, photo, or graphic that tells the reader exactly what you do. In addition, images may also help a manufacturing brand stand out amid a sea of rivals in their industry. High quality product picture clarifies to visitors the particular gadgets, parts, or materials that your firm makes for manufacturing enterprises with extensive and complicated supply chains.
Furthermore, an essential picture best practice to remember is to compress huge image files since they contribute to page weight, which slows the page loading process. Page speed increasingly influences a website’s ability to rank at the top of Google search results. So, having high-quality photos that don’t slow down page speed is critical for preserving the website’s SEO.
4. Great Hero Messaging
A website’s hero message is the one or two-sentence section above the fold on your website’s landing (or home) page. For many website visitors, the first few seconds will determine whether or not they convert into a lead. Because your homepage hero message is typically the most-viewed region of your whole website, it is vital that your hero message promptly and clearly informs the reader exactly what your company does and the value it delivers.
Your hero message should (in less than 5 seconds) explain the following:
- What you stand for as a company (your industry or niche)
- What do you do? (a summary or your product offering or services)
- Why should the visitor be interested in your offer? (how it can help them or make their life easier)
5. Great Content Marketing
Not only is content marketing vital for developing trust, generating leads, and nurturing client loyalty, but it has also become the new normal from the consumer side.
It is, in and of itself, contributing to the evolution of what customers anticipate from the companies with whom they interact. It is far more dangerous to ignore it than to invest in it.
The most successful content marketing for B2B manufacturing enterprises takes place on the company’s website. While content marketing pieces frequently complement inbound marketing tactics by driving visits to your website, they may also provide value to visitors who arrive via social media, referral links, or other channels. So, placing your most successful content on your website’s primary landing pages assists all visitors in becoming more educated and engaged.
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