Optimising websites for existing customers: a key to success for manufacturers


Amy Culham
Digital Marketing Manager

As a manufacturer, it's essential to continuously attract new customers and expand your market reach.

But let’s not forget, it's equally important to ensure that your existing customers are well taken care of.

After all, they are the backbone of your business. An effective way to support your existing customers is by optimising your website to cater to their needs. Here are 6 effective strategies for enhancing your website to better serve your existing customers and strengthen your business.

1. Unlocking the power of FAQs

A comprehensive and user-friendly Frequently Asked Questions (FAQs) section on your website can provide immense benefits. By addressing common questions and concerns, you can save your customers time and effort in searching for information, thereby increasing customer loyalty. Additionally, a well-maintained FAQ section can reduce support costs by minimising the need for direct customer service interactions. Make sure your FAQs are easily accessible and updated regularly to reflect any changes in your products or services.

2. Online ordering

Offering online ordering capabilities is a convenient way for your customers to purchase your products, and an efficient and convenient process can greatly enhance the customer experience. To optimise the ordering process, ensure that your website is user-friendly, secure, and responsive. Streamline the checkout process by minimising the number of steps required and offering various payment options. By making online ordering as seamless as possible, you can encourage repeat purchases and boost customer satisfaction. Adding a distributor support portal where your distributors can log in and order online is a great idea.

3. Empowering customers with dynamic portals

Creating a centralised customer portal that offers access to product data, videos, demos, training materials, and the latest news is a valuable resource for your existing customers. This helps them better understand your products, learn how to use them effectively, and stay informed about updates or new offerings. A well-designed customer portal can also foster a sense of community and loyalty among your customers.

A good use of a customer portal is Snap-on's vehicle coverage guide, it is a detailed portal for automotive technicians, filled with  comprehensive data about the functions of their software for every vehicle it can connect with.


4. Locate your local distributor/dealer with ease

By using location-based services to help customers find the nearest distributor or dealer, you can save them time and effort while driving business to your distribution partners. To make this feature user-friendly, incorporate an interactive map or a simple search function that allows customers to enter their location and receive relevant results. Make sure this feature is easy to find and regularly update the information to ensure accuracy.

Richard Western rely on their network of dealers to sell their products to farmers, so to make it easy for potential customer their website has an easy to use 'Find a dealer' page. It allows users to select their location and see a list of their nearest dealers. 

dealer 2

5. Revolutionising support with live chat & chatbots

Integrating a live chat or chatbot feature on your website can provide real-time assistance to your customers, addressing their questions or concerns promptly. This can lead to increased customer satisfaction and loyalty. When implementing this feature, ensure that your chatbot is programmed with accurate and helpful information, and that live chat operators are well-trained and knowledgeable about your products and services.

6. Seamless access to your service teams

Making sure your customers can easily find your service teams' contact details is essential for providing excellent customer support. This information should be prominently displayed on your website, for example in the header or footer, and ensure that it is up to date. You could also create a dedicated 'Contact Us' page filled with a variety of ways to get in touch, like phone numbers, email addresses, and social media links.

BM Catalysts have a good example of a comprehensive 'Contact Us' page, including the details for the many different service teams from Sales to Marketing.

Screenshot 2023 11 13 at 13.17.56

BM Catalysts contact page.

Fine-tuning manufacturers websites for existing customers is crucial for maintaining customer satisfaction and nurturing lasting relationships. By implementing these six strategies you can ensure that your website is a valuable resource for your current customers and a key driver of your business's success.

Ask your website design agency what steps they are taking to make sure you website is optimised for your existing companies.


This article was updated on , filed under website content, lead generation.

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