Lead generation from their Websites is the number one objective of most manufacturers and industrial companies that I talk to. Yet, their existing Websites have little to no lead generating capabilities.
That statement may come as a shock to many site owners because they are convinced that sales leads will just roll in because their site includes a toll free number in a big bold font, there are links to the “Contact Us” page everywhere and/or there’s a RFQ form on the site.
Here’s what’s wrong with that picture:
When I try to point out these shortcomings, I usually get a quick response like, “Well, we don’t want to waste our time with tire kickers.” Really?
Consider this then, a vast majority of those “tire kickers” will go on to buy from someone else in the next 6 to 10 months or sooner and probably from your competition. I am not making this up just to scare you. Google it and you’ll find plenty of research studies to back that up.
Instead of dismissing those visitors as time-wasters, I suggest that you rethink your online strategy if you are serious about using your industrial Website as a lead generator. At least have a mechanism in place to weed out unqualified prospects and move qualified ones into some kind of a lead nurturing program.
Here are some additions that you can make to your Website that will help to engage site visitors:
It is a matter of adjusting your mindset to bring your industrial and manufacturing Website out of the dark ages and into a Web 2.0 mode. It is worthwhile pursuing these strategies to convert informational Websites into robust lead generators.
Is your current industrial Website driving sales or turning them away?
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.
Vince Giorgi says:
Excellent post, Achinta. Up here in Minnesota we do quite a bit of fishing. And whether you’re lazily bobber-fishing off the end of a dock, or trolling with downriggers on deep and cold Lake Superior, there’s nothing more frustrating to fisher folk than reeling in the line to discover there’s no bait on the hook! You immediately start to wonder how long that’s been the case — and how many trophy fish have passed by while you were bait-less.
Websites are often like that. And very often the key to making them more effective at catching the attention and engagement of customers and potential customers is not “redesigning,” but “re-contenting” (to make up a word). Making sure the promotional content you have on the site is optimized for search. And then injecting more value-adding content offerings and calls to engagement into the site, starting at the home page level.
Achinta Mitra says:
@Vince,
Good to hear from you again. Thanks for stopping by and commenting. Glad you enjoyed reading my post.
Absolutely loved your fishing analogy! Your “re-contenting” strategy is very similar to what I encourage my industrial clients to do.