Just like the classic ’60s hit song “Do You Believe in Magic?” by The Lovin’ Spoonful, I am wondering if manufacturers and industrial companies believe in their industrial websites.
I am not so sure manufacturing companies are fully convinced that their website is a real sales tool. My doubts stem from some of the things that I hear in my regular conversations with these companies. Here are a few actual sound bites:
It may seem like I’m being flippant but there is a serious message here. Today, it is imperative that you consider your industrial website to be as important as your star salesperson. That’s because the way your industrial customers interact with you during their buying cycle has changed significantly over the past few years.
They are online doing a significant amount of their initial purchase-related research long before they will contact or engage with your sales team. If you are not convinced, take a look at these two findings from two different research studies done by GlobalSpec:
Here is a quote from MarketingSherpa’s findings from their 2011 survey of 1,500 B2B marketers:
Organizations devote one-quarter of their online marketing budgets to their websites. Even the best marketing efforts are for naught if the website is not optimized (in terms of performance and design) to communicate the “offer” and trigger a “response.”
First impressions do matter; especially since today’s impatient industrial buyers are apt to make snap decisions about their preferred suppliers. You can’t expect your customers to take you seriously and do business with you if you don’t believe it’s worth investing more than a thousand dollars or two on your website, the very face of your company to the world. Your industrial website must be a true reflection of your company, its products and services.
I am not suggesting that you dive right into a site redesign or spend a bunch of money and expect the site to magically produce results. Designing an industrial Website for optimal B2B lead generation doesn’t happen by accident. It requires careful planning, paying attention to many details and first-hand knowledge of what engineers and technical buyers want to see on your site.
I suggest that you take the following steps to ensure that your redesigned industrial website produces leads and drives sales.
After going through these steps, you will be in a much better position to evaluate different web design proposals. You’ll truly be able to do an apples-to-apples comparison instead of looking at the price alone. Download our free Step-by-Step Guide to Web (re)Design guide to get a head start in the process of redesigning industrial websites that generate leads and drive sales.
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.