![]() The most effective content marketing for B2B manufacturing companies happens on the website. Since page experience is now a major ranking signal for Google SEO, a fast loading site is necessary for manufacturing websites to attract the most possible organic search traffic and generate leads. ![]() With page loading speeds of under one second, this website ranks in the top 10% of websites in terms of page speeds. In addition to quickly informing the user of their corporate purpose, Zeon’s hero includes imagery that loads quickly, even when browsing the page on a slow internet connection. ![]() World-Class Service.” The message instantly clarifies what they manufacture–in this case, they are elastomers manufacturers, as opposed to rubber manufacturers. Zeon Chemicals does a great job of presenting their value statement in five words: “Innovative Elastomers. Your home page hero message generally represents the most-seen area of your entire website, so it’s critical that your hero quickly and clearly informs the viewer exactly what it is your company does, and the value it provides. Zeon’s hero messaging emphasizes quality, innovation, and customer service.įor many visitors to a website, their first few seconds will determine whether or not they will convert into a lead. Since page speed now affects the website’s ability to rank at the top of Google search results, having high quality images that don’t slow down page speed will be important for maintaining the SEO of the website. The modern, exciting feel of the image is also an effective brand message, reinforcing Lockheed Martin’s positioning as a state-of-the-art company.Īn important best practice regarding images to keep in mind is to compress large image files, because they add to page weight, which slows the page loading process. It tells users the sophisticated technology their company is responsible for. Lockheed Martin’s high-resolution photograph of the Defiant X assault aircraft on the homepage is a great example. For manufacturing companies in long and complex supply chains, high quality product imagery clarifies to visitors the exact devices, pieces, or materials that your company manufactures. Images can also differentiate a manufacturing brand from a sea of competitors in their market. A high-quality image, photo, or graphic that tells your viewer exactly what you do is critical. Many manufacturing websites are still relatively outdated, and their imagery can be even more so. Lockheed Martin’s homepage prominently features a high-resolution image of its newest product offering. This kind of descriptive link text helps entice more users to click-through by making them feel like they will achieve something and make progress towards their goals when they click the CTA. Notice each CTA begins with action-oriented verbs, such as Explore, Build, Start, See, and Learn. IBM’s website drives visitors to different content on the site using different calls-to-action that appeal to specific user personas and intentions. ![]() “Start a Project,” “Request a Quote,” or “Contact Us” can all be effective messaging for CTA buttons or links that drive users to fill and submit a contact form. The best way to do this is to include clear next-steps for achieving their goals.įor many manufacturers, the main call-to-action (CTA) involves a lead generation form, because they assume many of the site’s visitors are there to connect with someone in sales or support. IBM’s homepage includes calls-to-action for various personas and goals.įor manufacturing companies, your website should be a place that helps visitors engage with your business. To help you make your manufacturing website designs more effective, here are five critical best practices for creating websites for manufacturers, along with five helpful examples of the best manufacturer and industrial company websites that effectively put those best practices to work. Research shows that even in situations where a manufacturing business is not selling their products directly online (as is the case for most manufacturers), the website is often the most effective conversion point on the company’s digital sales funnel because it plays an important role in shaping consumer perspectives about the brand, quality, and customer service. ![]() Fortunately, most manufacturing companies now recognize that their websites are an important lead generation tool for driving business growth. Websites were an afterthought at best, viewed by many manufacturers as merely proof that the business exists. Before the internet became a large part of daily life, marketing for industrial and manufacturing companies focused largely on funneling resources into traditional sales strategies, such as trade shows, conferences, and advertisements in industry publications. ![]()
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