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?
There is a huge difference between an attractive but ineffective site and one that is efficient and effective in attracting the right traffic and generating the kind of leads that your sales team will be excited about because they have the potential to increase their wins. The first one is purely an expense no matter how much or how little you paid for it and the second one is a valuable asset that will pay rich dividends for a long time to come.
A web development company or web designer cannot create an efficient delivery system unless they have the necessary experience and the expertise in understanding complex industrial sales with long sales cycles. Marketing to engineers is different and it is difficult. (See my post, “Marketing to Engineers is a Big Challenge”).
The key component missing in many of these website redesign failures is that they fail to fit your sales process. Either the designer lacks the skills or doesn’t take the time to ask the right questions to understand your sales process before diving into the redesign.
You are probably familiar with the original 4Ps of the marketing mix — price, product, promotion, and place (Distribution) which later became the four Cs and the more modern version is people, processes, programs, and performance.
I have my own version which I call the 6Ps of successful website redesigns.
Okay now that you know a lot more about what it takes for an industrial website redesign to be successful, do you think it is really worth the time and effort? The answer is an emphatic YES!
Here’ a direct quote from Linda Rigano, Executive Director of Strategic Services at ThomasNet:
“Treat your website as if you were hiring a six-figure salesperson. If you were going to put them on the street, what would you do? You’d arm them with information about the marketplace. You’d arm them with information about your products and how people use them. Then you’d put that person in front of the audience and check with them.”
The cliché, “Failure Is Not an Option” truly applies when it comes to industrial website redesigns.
A systematic approach to turning your website into a lead-generating machine for driving sales. This guide will walk you through each step involved in creating a roadmap for a successful industrial website. The steps outlined here are based on proven techniques and our hands-on experience in redeveloping and designing industrial websites that drive sales and grow businesses. Get Step-by-Step Guide to Website (re)Design »
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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.