As 2012 ends and we look forward to 2013, it is a good time to review your current industrial website. In keeping with the tradition of celebrating the start of the New Year by singing “Auld Lang Syne,” it may be time for you to say farewell to the old site and greet the New Year with a redesigned website.
There are many reasons for redesigning your industrial website, mainly because it is outdated or it is underperforming or not producing any results at all. However, before you dive into the deep end of a site redesign, you need to first plan your content. By content, I don’t mean just the text on your web pages.
Based on my experience in developing successful sites for manufacturing and industrial companies, I suggest you spend a lot of time on the following tasks before beginning the redesign:
Now, if you are thinking that your crack sales team can take care of all this, you’ll be mistaken. Today’s savvy industrial buyer expects and demands that your industrial website include a digital self-service center that is well stocked with relevant content to help them make an informed decision before they will engage with your sales team.
As the seller, you would have gained very little insight about the buyer or his needs if the RFQ were your first touch point. For all you know, the decision has already been made and your proposal is just one of three competitive bids that purchasing needs to fill out their spreadsheet or use as leverage to negotiate with the incumbent supplier. Without good content, your sales conversations are likely to be less productive. (See Inbound Marketing Must Set the Table for Industrial Sales).
To get a head start on redesigning your industrial website, download our free whitepaper, Step-by-Step Guide to Web (re)Design.
I wish you all a peaceful, healthy and prosperous 2013! See you next year.
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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.