Designing a manufacturing website poses a unique challenge: appealing to suppliers, various types of engineers, investors, and also prospective employees looking for employment. This is why it’s easy for manufacturing websites to pack in too much information with unclear calls-to-action.
The best manufacturing websites answer the following four questions immediately for users and make this information easily accessible.
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4 Questions to Answer on Your Manufacturing Website
1.) What does your manufacturing company do?
Answer this question by breaking your capabilities down in detail for your users.
They will be coming to your website wondering if your business can perform the service that they are looking for. By diving deep into your abilities, what materials you use, and what industries you serve – you’re telling your users that you’re a potential vendor for the job and hopefully they will continue reading.
This is also a great time to consider if you have specific plant or factory information to share for retailers and designers.
2.) What machines do you use?
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When deciding what information to include and what information is excessive, think twice before crossing out what types of machines you use from this list. Certain users might be looking for manufacturing companies that use a specific type of equipment and you don’t want to lose a potential customer by not having this information easily accessible.
3.) What certificates does your business have?
Look into how you can showcase various certificates that you hold and display these prominently on your website and perhaps even make them available for download.
Something else to keep in mind here is to be as detailed as possible. For example, if you are ISO certified, don’t just say “ISO certified” but say “ISO 9001:2008 certified or ISO 9001:2015 certification”.
4.) What projects can you share?
This is a challenge that is not easy to answer, but here’s what we’ve done to circumvent it:
- Try asking! It doesn’t hurt to ask your clients if you can share a product photo or their logo on your website. Every now and then, you will get approval. Mention how you will provide a link to their website, which will improve their own website’s search engine optimization.
- Establish credibility elsewhere. Disclosing relationships with big name brands is a credibility push. But if you can’t share it, you have no choice but to look elsewhere for establishing credibility. Focus on building a modern, beautiful website. Discuss how long you’ve been in business. Disclose details about your factory and how much output you can provide. Capture photos of people working the lines of your plant and office meetings. Credibility can be found in many other ways.
- Provide White Papers. Rather than saying “We work with Folgers” you can provide a case study discussing “packaging solutions for a major coffee brand selling over 1 million canisters per day”.
5 Elements Your Manufacturing Website Needs:
1.) Clean Design
Clean design on all websites is important but on a manufacturing website it shows that you are up-to-date with the times and provides credibility for your business. The user experience that can be created from clean design has the potential to engage users and keep them on your website longer.
People are becoming more and more selective on what they give their time and attention to. Use cohesive design elements that make your site feel well-thought through.
2.) Imagery & Video
In manufacturing, it can be hard to share your story and talk about your services and products using only words. By using vivid imagery and video to back-up your content, it will be more engaging than text alone and it will certainly add to the wow-factor you want your business to have.
3.) Simple Navigation
Given the fact that manufacturing websites attract such a variety of users, it’s even more important that the navigation is clear and can direct different groups of users to their various needs. Use clear language that acts like a road map to all users.
4.) Clear Calls-To-Action
From a content and design perspective, there is ample opportunity to create CTA’s that are attractive and direct. This will take consistent testing but having clear and easy to access CTA’s will get your user to what they’re looking for quickly and efficiently.
5.) Blog
Don’t let the fear of maintaining a blog stop you from including it on your manufacturing website. Adding content to it regularly will show that you are a thought leader in the industry.
In addition, a website that is updated constantly is viewed by prospects & search engines as more credible than one that remains stagnant. This increases your exposure online and improves your ability to get more leads.
Not sure what to talk about? This is a great spot to include any awards you’ve won or any trade shows you’re attending. Talk about new technology advancements in the space and your thoughts on them.
Questions? Reach out to us about your manufacturing website today! Contact us here.