What Is Manufacturing Website Design?
Digital marketing has become essential to success in the manufacturing industry, and the most important component of this is quality manufacturing website design. Your company website plays a vital role in the success of your business, whether you realize it or not. Your firm might manufacture best-in-class products, but without a functional, easy-to-use website you risk missing out on valuable new prospects and leads. Make the strategic decision to invest in your business through an equally best-in-class manufacturing website design.
Manufacturers have long relied on referrals, word of mouth, and existing customer relationships to generate the bulk of their business. Perhaps they have supplemented these efforts by attending industry trade shows and producing and mailing an annual product catalog. Outside of these basic marketing efforts, the sales team was left largely to its own devices to generate leads and new business. And for a long time, decades in fact, this was a largely successful approach. But times have changed, and so too must your marketing efforts in order to remain successful. Now, your customers are going online to find solutions to their problems. They are searching for a manufacturing partner with demonstrated expertise and experience. And they are largely basing their decisions on the information they are able to find about your business online, beginning with their perceptions of your manufacturing website design.
Accordingly, you need to ensure that your website clearly and comprehensively speaks to your target market, addresses their needs and concerns, and demonstrates that your company can provide the right solution to help them. The best way to accomplish this is to incorporate a robust content marketing strategy into your manufacturing website design. Creating exceptional content allows your business to demonstrate thought leadership in your industry, boosting your firm’s credibility. In addition to your website’s copywriting, your content marketing might include infographics that visually demonstrate your company’s processes, immersive 3-D video tours of your manufacturing facility, recorded webinars that touch on important trends, robust case studies that explain how you were able to help a client with a similar issue, and so much more. There really is no limit to what your content marketing offerings may include. The important thing is to create each piece of content, no matter the format, with your best customers and prospects in mind. This will allow your business to engage with people at all stages of the buying decision funnel so that when the time comes for them to make a purchasing decision, they choose you over your competition.
Content marketing will also aid your manufacturing website design’s search engine optimization (SEO) performance. Including relevant keyword phrases in your content will help your website rank highly on search engine results pages. Of course there is more to successful SEO than just a well-built website, and you should work with a dedicated agency partner to create a plan to optimize your search marketing efforts. Content marketing will also help your business generate leads because, by providing valuable content to users, you have the opportunity to strategically ask for their contact information in return. Users will readily provide their name and email address in exchange for information that will help them do their jobs. Just be sure to be judicious in how you apply such ‘gated’ content so as not to alienate the user.
Remember that a younger generation is advancing into higher-level roles within many organizations, and many now have decision-making authority. This younger audience expects not only that your manufacturing website provides them with the information they are seeking in a visually attractive, easy to use manner, but they also expect to be able to seamlessly access this information on their choice of device. This means that responsiveness must be part of your new website manufacturing design. Responsiveness refers to a website’s displaying and functioning appropriately on all devices including desktop and laptop computers, tablets, and smartphones. A qualified website agency partner will help create a new website that incorporates best practices to ensure a great user experience no matter how they choose to interact with your brand online.
Finally, it is important to establish goals and key performance indicators (KPIs) for your manufacturing website and digital marketing efforts, so that your team can determine what is working well, as well as identify areas that require more attention and improvement. Your manufacturing marketing website partner should be able to help you with marketing analytics to take raw data points and transform them into meaningful, actionable marketing insights, as well as provide recommendations for improving your future digital marketing efforts. Armed with such information, your business will be well-positioned to reap the benefits of your new manufacturing website design not just now but for years to come.