However, one of the most crucial marketing tools for a manufacturing or industrial organization is a website, which serves as the cornerstone of a digital presence. Let's look at four justifications.
Does your website reflect your knowledge? The majority of manufacturing organizations have been around for a long time, have a solid reputation in the field, and provide complicated customer solutions. Have you been in operation for more than 70 years? Let people know since that is a significant accomplishment in and of itself.
A dating website is unlikely to be a suitable picture of your firm today, just as your high school yearbook photo isn't an accurate depiction of who you are today. Is your company the only one in Northeast Ohio with a cutting-edge metal stamping machine that can cut the cost per unit by 40%? Inform people. The objective is to increase awareness and trust and demonstrate why you have been in operation for more than 70 years.
You must inform the public if you've recently finished a ground-breaking project, installed new machinery, or added new services. Your website should expand as your company does by adding fresh text, pictures, and videos.
Also, keep in mind that when potential consumers are seeking a partner they can trust, they aren't just looking at your website—a number of your competitors' websites are also being visited. Your web presence may already have been disqualified before you even had a chance to present your case if it appears to be out of date, wrong, or lacking in comparison.
In today's world, your website is the centerpiece for interacting with your customers online. Open communication lines are vital to building and nurturing any business relationship. Below are a few quick fixes that will give your customers peace of mind when interacting with your business online.
Contact Us: Is your contact form integrated with your ERP or CRM platform? (if you don't have one of those, that's a different story) Is someone internally monitoring inbound inquiries? Moreover, is someone responding promptly to those inquiries? Even something as simple as making sure all your phone numbers, email addresses, and plant locations are accurate and up to date can go a long way in the eyes of prospective customers.
Security: Let your users know you care about security. As a manufacturer, your goal is safety and security on the shop floor. Why wouldn't you show that same level of care and attentiveness online? Cyber threats are increasing, and you need to be prepared. Something as simple as adding an SSL Certificate to your site will pay dividends.
Product/Service Information: Are your product data (MSDS, Spec sheets, etc.) up-to-date and easily accessible on your site? What about line cards? Are you planning to roll out a new service next quarter? I'm sure you have valuable marketing collateral (currently in print, maybe even on your desk right now) that you wish was on your site.
When the industry is facing a talent shortage, a core concern for manufacturing companies is filling those skilled labor positions. To recruit qualified new talent, manufacturers must leverage their web presence to dispel the misconceptions and often negative perceptions (ancient culture, lack of growth opportunity, etc.) associated with manufacturing.
Are you building a great culture (or maybe you already have one)? Let people know. Today's employees look at your site before even coming in for an interview - that's the new first impression. An up-to-date and compelling website will engage job-seekers that are visiting your site and teach them what it would be like to work for a great company like yours.
Sales and salespeople are the lifeblood of your business. Not only that, increased sales can propel your business to the next level. The right website can equip your sales team with the tools to hit or exceed quotas.
For example, can you currently track your website visitors? Wouldn't it be nice to see that a prospect you met with yesterday went back to his office and spent 20 minutes on your site, viewing 15 unique pages? How great would it be if a salesperson who monitors website traffic could reach out by phone the same day after finding out his hottest prospect was checking out your site? The results can be game-changing. Marketing Automation capabilities like SharpSpring's Visitor ID can give your sales team the ability to sell proactively.
Just like you want the brand-name, cutting-edge, new piece of equipment, you'd never consider a knock-off. Be mindful of how you're evaluating the options and partners you seek for your project. Look for a proven, experienced organization with a wealth of examples of successful projects, especially with companies that share your goals and challenges. Just as you wouldn't buy equipment from some half-rate dealer or brand, use the same logic when vetting partners for your website redesign project. Remember, you get what you pay for (especially in the digital world).
Are you ready to set a good foundation for your digital presence? Contact us iShore Software Solutions today when you're prepared to invest in a new website for your business.
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