This is a long post, so grab a cup of coffee and get comfortable. You are going to be here for a while and thanks for taking the time to read.
We’ve all heard or read about industrial website redesigns that have failed. I’m not talking about the aesthetics of a site which can be subjective; I’m referring to a site redesign that fails to produce results. For manufacturers and industrial companies that usually means that the redesign failed to deliver enough high quality leads that turned into sales opportunities.
I’ve had many conversations with prospective clients that start out something like this, “We’ve spent a bunch of money with an outside company to redesign our website but it hasn’t done much for our sales.” Some have even gone as far as saying “This other web developer did a disservice to us.”
Understandably they are now reluctant to spend more money on another industrial website redesign. What went wrong? It’s not that the other web development company deliberately ripped off these people, though there are some unscrupulous companies out there.
Most web design companies are led by graphic designers and coders; some are also experts at search engine optimization (SEO). Their primary focus is on creating an attractive site that gets found in Google for certain keyword phrases. Well, what’s wrong with that, you ask?