Your website isn’t your home base online; it’s also a critical lead generating tool for manufacturers. While you don’t primarily sell products via your site, it still serves as a conversion point on your sales funnel.
Because your website plays a crucial role in improving your online presence and the home for your landing pages, you’ll want to ensure that your website is effectively doing its part. While it may seem like your site is just a virtual storefront, it’s the first face your company will present to prospective buyers. And because first impressions matter, you’ll want it to be a good one.
Here are 7 elements of an effective manufacturing website:
1. Straightforward Navigation
The last thing you want to do is cause visitors to your page frustration by adding so many bells and whistles to your website that it makes it difficult to navigate. When designing your site, study the paths that your visitors will most likely take. Because they want to know about your product, they will probably look for information by industry, market, or product. Create sections that make it simple for them to find what they need.
2. Meet the Team Section
Tell your corporate origin story and introduce your founders. Share your mission and vision for your company. Having a section where website visitors can put a face on your team is a great way to humanize your brand. While your prospects will be buying your products, it’s your brand that they will be creating a connection. It’s also an excellent way to differentiate yourself from the competition.
3. High-Quality Images
The visual elements of your website will include photos, graphics, GIFs, and infographics. When all these images are high quality, they raise the aesthetics of your website. So not only is it pleasing to the eye, but they make your site look far more professional, giving your brand authority. The images that you use on your website should be high resolution and clear, instantly adding credibility to your company.
Videos are not only excellent storytelling tools, but video content can help your website get found online. Videos on your website are also engaging, leading to longer dwell time on your site which is excellent for SEO. Create explainer videos that educate your audience on your products and services.
5. Visible Access to Effective Content Pieces
Your website is where your blog lives and where your content marketing journey begins. Your blog articles serve as the entrance points for your website visitors. Place your most effective content pieces on your main landing pages, Because you aim to inform and engage your visitors
6. Strategically Placed Call-to-Action Buttons
Your CTAs should be visible no matter what page your visitors are on. Make it easy for them to inquire by having call-to-action buttons such as “Contact Us” or “Request a Quote” strategically placed where they can quickly find them.
7. Clear and Concise Value Statement
Your prospects won’t always land on your homepage when they search for you online. By having your value statement throughout your entire website, you’re sending a clear message to your visitors about who you are and what you stand for. Your value statement is a great way to leave a lasting impression on visitors.
Remember, some of the most effective content marketing will happen right on your company website. Be strategic when you design your site to ensure that it's effectively playing its role in your overall digital marketing.