So Congratulations! Your website has been found! But in today's inbound marketing era, your website should not only be out there hustling for you 24/7, bringing in high-quality leads - it THEN needs to ensure that it's turning those visitors into customers. So, is your website actually pulling its weight, or is it just sitting pretty as a glorified online brochure?
The Problem - A website that looks the part, but doesn't perform (or maybe it doesn't even look the part!)
Many Manufcturing and Engineering websites appear sleek and professional, but fail at their main job - that of generating leads. If your site is slow to load, lacks clear calls to action, valuable content and effortless navigation and functionality, potential customers will just click away, leaving you with missed opportunites.
Here are our Top Website Tips for Manufacturers and Engineers
1. Effortless Navigation
No one has time to hunt for information. Make sure your product details, case studies and contact details are very easy to find and your navigation menu is clear, intuitive and uncomplicated with easily legible text and fast page loading times.
2. Nail Your Proposition - Fast
As soon as your visitors land on your home page, they should immediately understand what you do, what markets you serve and what solutions you provide. No jargon, no fluff - just a clear compelling statement telling them why they should care. Aim to be as specific and 'niche' as you can. Don't try to appeal to everyone! And remember ... If your visitors need to hunt for answers, they will be gone within seconds.
3. Make Your Key Offerings Impossible to Ignore
Your core products and services should take centre stage - in other words, be prominently referenced on your Home Page with clear descriptions and links to the detail pages. Again, if customers can't find what they are looking for within seconds, they will move on.
4. Make Your Content ALL About Your Customer
Talk directly to your customer, in their language. Forget endless product descriptions and features. Instead, focus on the challenges your customers face, the solutions you provide and the outcomes they'll benefit from. In other words, make it all about them - use a lot more 'YOU' and a lot less 'WE'!
5. Use Calls To Action That Actually Work!
You want your visitors to take action? Tell them exactly what to do with strong Calls To Action (CTAs) like 'Request A Quote' 'Schedule a Consultation' or 'Download our Brochure'. And don't ask for too much information. A name and an email address should be enough. The easier you make it, the more likely they are to convert.
6. Show, Don't Just Tell - Use Authentic Imagery
Forget stock photos - real, authentic images of your team, your products and your processes build trust and give potential clients confidence in your businesss. People want to see who they are working with, definitely NOT a generic, meaningless 'cheesy' smile or handshake.
7. Build A Knowledge Hub
Position yourself as the 'go-to' expert with engaging videos, insightful blog articles, industry news and an FAQs section that addresses customers' questions meaningfully and comprenensively. For more on how to build a Knowledge Hub, click here.
8. Let Your Happy Clients Do the Talking
Nothing builds trust like real testimonials and case studies. Show off success stories that prove your solutions work. If potential customers see others benefiting from your products and services, they will be far more likely to get in touch.
9. Keep Content Fresh
There's nothing like an outdated website to kill credibility. So keep your website up to date with interesting and insightful content and you'll keep visitors coming back for more!
10. Offer Instant Help With Live Chat
In today's fast-paced world, potential customers want answers now. Live Chat lets you provide instant support, improving user experience and increasing the chances of conversion.
11. Show Off Your Credibility
Industry certifications, awards and affiliations build trust. Display them proudly and prominently on your website to reassure potential customers that they're dealing with a reputable company.
12. Make It Incredibly Easy to Contact You
This may sound obvious, but it does get missed more often than you think. No one should have to search for your contact details. Display your phone number and email prominently on every page, preferably on the right hand side of your website header, and your location in your website footer. Consider adding a quick contact form to capture enquries effortlessly.
13. Video Video Video!
We can't stress this enough! Video is one of the most powerful ways to engage visitors. Whether it's a product demo, a factory tour or a customer testimonial, video content keeps people on your site longer and builds stronger connections.
The Payoff - More Leads, Less Effort!
An effective website does the hard work for you - attracting, educating, informing and converting visitors into loyal clients. That means less time chasing leads and more time closing deals. It's a WIN WIN!
