In today’s business landscape, manufacturing websites are no longer just digital real estate to get found, but a lead generating and converting weapon for marketing and sales.
Because the nature of manufacturing marketing has changed into a more user-driven transaction with the abundance of options for research online, manufacturers must ensure that their website answers five essential questions.
Are users able to easily understand who you are upon visiting your website? If not, you’re making a vital mistake. Information that conveys who you are should be easily communicated on your site. While it’s a must for this information to appear on your homepage most especially, your website in its entirety should clearly define the answers to this question.
Specifically, your website must be able to provide key pieces of information that tell your visitors who you are and why they should trust you, such as:
Your products and service offerings must be clearly communicated on your website. After all, your website is more than just a static place to put directory-like information about your company — its a powerful inbound marketing and sales machine if built strategically. Simply put, you’re missing out on a grand opportunity to turn your website visitors into leads or leads into clients if your website does not contain clear information on what exactly you’re selling.
When it comes to placing your products and service offerings on your website, you must think about user experience. Think about the following:
Your website visitors should be able to self-identify and clearly tell what type of organizations buy from you. To convey this properly, create your messaging around the pain points and triggers of your buyer personas. Speak in a language that resonates with these personas, explain what benefits these personas experience with the help of your products or services. And lastly, if you can provide video testimonials from your real clients in these persona classifications, the better.
Answering this question on your website doesn’t mean blatantly claiming that you are indeed an expert and flooding your site will tactless self-promotional and sales-y language. Instead, to assert your knowledge in the industry you must share your expertise by creating valuable content around it. Blogging, publishing ebooks, guides, video testimonials, and other informative and truly valuable resources for your audience will establish your expertise in your industry.
Because your inbound marketing website isn’t just your rolodex, but your marketing tool as well, it must ultimately be designed to capture leads and convert them into clients. To do so, your website must be designed with a clear path to doing just that. It must contain tools and information that enables visitors to reach out or make a purchase. As with all things in your website, the simpler you can make it for your audience the better the user experience and likelihood of using these tools to reach out and buy.
Building your manufacturing website strategically around these questions will help you generate leads with ease and attract more of them easily.
If your site is not answering these questions just yet, it may be time for you to consider re-strategizing or recreating your website if you don’t want to get outpaced by your competitors.