Are you considering an industrial website redesign? This is a topic of discussion as Q3 ends and, as Q4 starts, many companies begin to do their annual planning and budgeting.
However, the sad truth is that many of these redesigns fail to deliver the desired results. You are not alone. Many manufacturers and engineering companies have embarked on this journey, hoping to transform their websites into powerful sales tools.
There are many reasons for these epic failures. To learn more about how to avoid some of these common pitfalls, read my post, Why do so Many Industrial Website Redesigns Fail?
In this article, I want to focus on success and not failures.
Before diving into the design phase, it is essential to spend time developing a comprehensive website redesign strategy. This strategy should align closely with your sales process, business goals, and content marketing strategy. Understanding your sales process and how the new website fits into that workflow is crucial.
This is especially true for industrial companies with long, complex sales cycles involving multiple stakeholders. By developing a robust and realistic strategy, you can ensure an efficient and effective website redesign that meets your business goals.
Website content should never be an afterthought in the redesign process. It is a critical component that must be planned and executed strategically. Many industrial companies fall into the trap of delaying content creation until after the redesign is almost complete.
This can result in a lack of budget or a misconception that writing good marketing copy is easy. However, neglecting content creation can hurt the success of your website. Your content must speak directly to your target audience, providing site visitors with valuable and relevant information that showcases your expertise and differentiates you from your competitors.
Engineers and technical professionals have specific needs when it comes to supplier websites. They are looking for technically accurate, current, and valuable information relevant to their work-related challenges.
Engineers rely more on supplier websites for the information they need, especially since many trade shows were canceled due to the pandemic. To meet their expectations, it is crucial to understand what engineers want from a supplier’s website:
Understanding and meeting these expectations will help you create a supplier website that engineers find valuable and informative.
(Source: 2023 State of Marketing to Engineers, TREW Marketing and GlobalSpec)
A. Visual Design
B. Navigation Design
C. Calls to Action and Conversion Rate Optimization
D. Mobile Friendly and Responsive Design
Once your industrial website redesign is complete and the new site launched, tracking its performance and measuring its success is essential. Implementing site analytics and reporting tools will provide valuable insights into user behavior, traffic sources, and conversion rates.
Regularly reviewing these metrics will allow you to make data-driven decisions and identify areas for improvement. Don’t wait six months or a year to assess the effectiveness of your redesign. Ongoing monitoring and fine-tuning based on key performance indicators (KPIs) will help you optimize your website’s performance and maximize its impact on your business goals.
Measuring and tracking have been a challenge for many manufacturing marketers. The difficulties are not limited to industrial websites but manufacturing content marketing in general. The results from the 2023 Manufacturing Content Marketing Report published by the Content Marketing Insitute found, “The top challenge manufacturing marketers face with measuring content performance is difficulty integrating/correlating data across multiple platforms (48%).”
A successful industrial website redesign requires a strategic approach encompassing planning, content development, and execution. You can transform an informational industrial website into a high-performing sales tool by involving all stakeholders, understanding what engineers want from a supplier’s website, creating engaging content, incorporating effective calls to action, and ensuring intuitive navigation.
Yes, there are many moving parts and details to keep track of, but the time and effort are worth it when you can pull off a successful industrial website redesign because it is the hub of your online presence.
Now that you know, you’ll better appreciate the differences between a $200 website and one that costs $20,000+.
My team and I have completed many successful industrial website redesigns. Take a look at some of our work samples. Let’s talk if you have any questions or need assistance with your industrial website redesign.
A real-world overview of industrial content marketing based on our 35+ years of hands-on experience working with manufacturers and engineering companies.
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.