There are many reasons for an industrial website’s failure to deliver anticipated results. The list is long – poor search engine optimization, bad user experience, content that doesn’t match visitors’ needs and/or lack of calls to action to name just a few.
However, there is one common trait that I have noticed for many industrial websites to underperform – there is very little thought given to how and where the website fits in the sales process.
The focus of most industrial website redesigns is on everything but its role in the sales process. Search engine optimization (SEO) is obviously critical to the success of your online marketing but you are seriously underutilizing your industrial website if all it is doing is attracting traffic.