Industrial companies generally rely on long-term relationships and referrals to drive a majority of sales, but many are starting to recognize that a strong online presence can also help drive revenue. Whether it’s time for a simple update or complete redesign, consider these five tactics to create a more effective industrial website that can produce leads and act as an always-on sales resource.
1. Lead with an intuitive navigation
The navigation bar is a main website feature, so it’s important to take advantage of this highly visible space. The navigation can affect search engine rankings by providing relevant keywords for search engines to crawl. It can also increase conversions by quickly telling visitors about your company and pointing them to the right page on your site. Avoid generic terms like “capabilities” and “products,” since people are rarely searching for these words and they don’t provide much detail about what your company offers. Visitors should know that they are in the right place and where to go next based on the navigation.
2. Produce informative content
Your company has worked hard to create a reputation of being an industry leader and your website should reflect that. Your website is an opportunity to demonstrate your company’s values and expertise. Publishing informative white papers and blog posts highlights your company’s competence in a complex field. The right content on your website can establish your company as an industry authority in the minds of potential customers.
3. Include a portfolio of work
Just like expertise, it can be difficult to convey your company’s experience without examples. Case studies and testimonials provide evidence that supports your company’s skill and trustworthiness. Consider your buyer when curating a work portfolio and include projects that would interest the ideal customer your company is trying to attract.
4. Be mobile-friendly
The use of search on mobile devices continues to grow, even for industrial buyers, and it’s vital for websites to adapt to this change. Having a mobile-optimized site helps boost your search engine rankings and provides a smoother customer experience. Your company risks losing spots on a search listing if your website isn’t mobile-friendly. You also risk having visitors exit your site if the user experience is cumbersome and unmanageable on a mobile device.
5. Provide clear calls-to-action
Calls-to-Action (CTAs) play a big role in the customer conversion process by giving website visitors an opportunity to turn into leads. More and more industrial buyers are conducting research online, so it’s important to prompt website action at the appropriate time and in the right place. The CTA button should stand out from the rest of the visuals, be placed on a relevant page, and clearly describe the action. You can test variations on the copy, style, and page placement one at a time to determine the combination that is most compelling and effective.
