8 ways to improve manufacturers websites
Communicate benefits and values
Your website is a place to explain how your product helps people. You can do this by showing the benefits of using your product, as well as the values that are embodied in it.
B2B business, HubSpot, does an excellent job of communicating their benefits and values to potential customers. When you visit the HubSpot website, the first thing you see is a banner that says "Grow better with HubSpot" which immediately communicates their brand promise of helping businesses grow. As you scroll down the homepage, you'll see various sections that highlight their products, such as marketing automation and CRM. Each product has a detailed description that explains its features and benefits, but what sets HubSpot apart is the additional information they provide about how their products can help businesses achieve their goals.
Optimise for all devices
It’s essential that your website works on all devices, being a B2B business you may think you only need to focus on desktop users, but you can't ignore the mobile market.
It’s the fastest growing segment of traffic and accounts for over 50% of all web traffic. You could be missing out on a huge chunk of potential customers by not having a website optimised for mobile. Your website should:
- Be responsive (i.e., displays correctly on any device).
- Utilise mobile-specific features like location-based search tools or price comparison tools (if applicable).
- Have easy to use navigation.
- Load quickly.
Richard Western - is fully responsive for all devices
Be optimised for conversions
Maximising conversion potential is a key element in ensuring that a website effectively converts visitors into customers or leads. By optimising the website's design, content, and user experience, manufacturers can enhance the likelihood of achieving their desired goals. This includes:
- Incorporating clear calls-to-action.
- Ensuring effortless website navigation.
- Utilising A/B testing to optimise pages.
By continually refining these elements, manufacturers can ensure that their website remains effective and engaging to their target audience.
Show your people/team
Having an ‘about us’ section can help customers gain a better understanding of a company's internal workings. It is an excellent opportunity for the business to showcase its team members and letting them shine, which helps in building trust and credibility with the audience.
Adding individual profiles of the team members, including their education and experience, mixed with a personal quote and hobbies, can help customers understand the level of expertise and professionalism the team brings but also helps to create a more personal connection, which can increase trust and loyalty.
Electrolux Professional - Have a blog section dedicated to stories about their global team members
During the website design phase, you need to consider whether or not it's going to be multilingual. If you're manufacturing in and/or selling to multiple countries, then this is an absolute must. In order for people from different parts of the world to be able to read and understand your content, it needs to be translated into their native languages.
Not only will this enhance you existing customers’ experience, but it will also expand your market reach enabling you to capitalise on the growing global market.
Multinational manufacturing company, Siemens, provides a translation or local website for all the markets they operate in.
Optimise for SEO
Manufacturers quite often dismiss how important implementing effective search engine optimisation strategies can be, they mistakenly believe it’s only needed for ecommerce or services aimed at the general population, thinking perhaps that their sector is niche enough for their website to be found without need for SEO. But without proper consideration for SEO a website is unlikely to reach its full potential, there’s no point spending money on a website if no one can find it.
By focusing on keyword research, creating high-quality and relevant content, and ensuring your website follows technical SEO best practices, you'll improve your online visibility, drive organic traffic, and ultimately boost your brand's ranking in organic search results. Helping you to stay ahead of the competition and making your digital presence count.
Integrate social media
Incorporating social media into your digital strategy can help drive engagement and expand your online reach past that of your website alone. To do this effectively, be sure to include social media sharing buttons on your website, allowing visitors to share your content with ease. Utilise various social media platforms (but not too many, as it can become difficult to manage) to drive traffic back to your website, creating a continuous flow of visitors.
Additionally, showcase customer reviews and ratings on your site, and provide links back to their profiles, fostering more engagement opportunities and building trust with your audience.
Make sure your website is secure
Having an SSL certificate for your website lets users know that they can trust the site and its contents and that their privacy is valued and protected. This can lead to more engagement, increased sales, and repeat business.
Search engines like Google prioritise secure websites in their search rankings. Websites with SSL certificates, which encrypt user data, are preferred by search engines and are more likely to appear higher in search results.