Our manufacturing website must-haves


13th November 2018

The manufacturing industry is competitive, complex and ever-evolving. Therefore, it is important that you have a website that truly expresses what it is your organisation does along with its mission and values. The services and/or products that you offer should also be displayed and described in an understandable and engaging way.

We have put together our top tips on how to maximise and gain the most out of your website.

1. Where are you?

As with anything, customers like to see where their products have come from. Make sure your base/plant/factory etc. is not hidden and instead showcases and emphasises the great work you do. It also adds to the personality of your brand by providing it with a story. Start small and invest in some key photography, if budget permits produce a high-quality video that is a virtual tour around your site. Allowing people to see where your products are produced will evoke a bigger sense of trust and reliability from your audience.

Our client, The Expanded Metal Company commissioned a video that allows viewers to gain a quick two-minute overview of the organisation. The video showcases the manufacturing process of the company’s products and provides an insight into the factory where these said products are produced. The video is a quick and simple way for viewers to gain a strong sense of what the organisation does and how it operates. You can find the video here.

2. Highlight your products

Your website should clearly articulate each product that you offer. Make sure your website is a reference point for your products for customers to easily access key information. With short, powerful descriptions your audience can gain a strong understanding of what you offer. The use of key imagery and video will also help with this and will catch the eye of your audience. Additionally, allow your website to cross sell; have similar products linked on each individual product pages to allow users to see what links to the products they are interested in. Your website should also act as a sales tool and subtly embed and suggest other key products and features. When it comes to adding new products to your site, another key suggestion would be to create a promotional graphic to house on your home page.

When creating ExMesh Security’s (a byproduct of The Expanded Metal Company) website, we were keen to display their vast range of products in a clear and coherent way. On their assigned product page, each individual product has its own image, a name and a clear link to the product’s own landing page for users to gain more information.

3. Your capabilities

Your business may specialise in more than one area and you may deliver a multitude of capabilities. It’s important that you communicate this to your audience and provide a clear description along with the benefits of each one and like your products, embed an element of cross selling. Additionally, create icons/symbols and assign colours to each one that can be used and replicated across your entire site and any other additional marketing materials. This will allow your audience to familiarise themselves with your capabilities and make them easily identifiable.

Our client, Franks Portlock (a leading asbestos service provider) operates in several different sectors. To make each service easily identifiable on their website, we created key icons along with an assigned colour to symbolize each one. This technique allows Franks Portlock’s audience to easily identify each sector and can therefore navigate the site much more efficiently. Take a look at the Franks Portlock website here.

4. Update your blog

A key way to increase the number of visitors to your website is by having a regular and consistent blog. Your blog allows you to announce any key business updates, comment on any key industry trends and provide your own personal tips and advice on your area of expertise. Having a consistent blog will also impact upon your search engine rankings; it’s simple, the more consistent your content the higher you will rank.

Within our own website, we like to keep our own blog updated as much as possible with any events we are involved in, clients news, comments on any industry trends and our own marketing tips and advice. Posting content consistently immediately portrays a positive impression of an organisation as it shows that you are active and responsive. Take a look at our blog here.

5. Display your testimonials

Make sure you gain as much feedback from your clients and/or customers as possible. They are tangible proof that your company is delivering on its high standards of work. Housing your testimonials on your website provides an element of trust and reliability of your organisation.

When it came to developing our client, Cellular Solution’s website it was pivotal that we incorporated the great feedback they have received. This was done through having a dedicated area to house case studies (also displayed on the navigation bar) which contain testimonials. Having the case studies easily displayed allows users easy access to tangible proof that the organisation is delivering on its promise. View the Cellular Solutions case studies here.

6. Report on your website activity

It is important to monitor how well your website is performing. Each month you should monitor which pages are performing the best and gaining the most engagement. From this, you will be able to determine what kind of content is proving the most popular with your audience and therefore you can build this into your marketing strategy. It also allows you to see what is not performing so well on your website. Analytics allows you to see certain features such as how long users are spending on certain web pages, where your traffic has come from and the devices that people are using to view your website. Keeping consistent reports will allow you to consistently improve on what is not performing so well and enhance what is performing well.

We provide our clients with a monthly reporting dashboard to help make data driven decisions that will help inform how their websites are performing across critical areas. Our website audits allow us to benchmark engagement with content and key web pages. You can find out more information about our website reports here.

7. Easily contactable

First and foremost, your website should have a contact page. This page should house the address/locations of your organisation, contact number and generic email address. This is also a good area to house the links to any social media platforms. Your ‘contact us’ page should also be visible from your navigation bar. Additionally, it is important that on anything you produce it holds a strong call to action (CTA), in many cases this will direct people to your contact page. An example could be your e-marketing, when sending out e-newsletters and e-shots a link should always be featured to your contact page, so that if audiences need to know more about the information you are providing them with they have easy access to do this.

When it came to developing our overseas client, AmeriWater’s website, having a strong contact page was essential. Serving a global client base and operating across multiple sites, it was imperative to state the key contact in each area and provide users with an easy to fill contact form. All the core contact information is also displayed on the footer of every web page. You can view AmeriWater’s contact page here.

We can help manufacturing organisations of any shape and size create the best website to compliment their marketing strategy. Take a look at how we support manufacturing organisations and the digital services that we provide. Additionally, for a free digital health check get in touch with us.

The manufacturing industry is competitive, complex and ever-evolving. Therefore, it is important that you have a website that truly expresses what it is your organisation does along with its mission and values. The services and/or products that you offer should also be displayed and described in an understandable and engaging way.

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