When it comes to industrial marketing, first impressions are incredibly important. You need to instantly build trust and credibility with potential customers, lest they take their business elsewhere. That's why updating and maintaining your manufacturing website is so critical — it's often the first point of interaction buyers have with your company.
If you want your website to help you attract prospects, generate leads, and win new business, you need to make sure that you are paying attention to these core elements of website design.
1. Keep It Clean
Great design is all about simplicity; you don't want to get in the way of your visitors. If there's too much going on — lots of confusing colors, mixed messages, overwhelming visuals, confusing menu structures, competing popups, etc. — then people are more likely to get turned off. Instead, you should embrace white space, and keep your color scheme simple while making sure the right elements — like calls to action — stand out.
2. Branded Elements
Your website is the digital reflection of your industrial brand, and it should accurately and positively represent your company. That means sticking to your core color scheme, utilizing a crisp and high-resolution logo, and working in your core messaging and value proposition.
3. Mobile Responsive
These days, more business is done on cell phones and tablets than on traditional desktop computers. That means your website needs to work on cell phones and tablets as well. Having a responsive website ensures your site looks great across all devices and screen sizes.
4. Intuitive Navigation
Navigation is an often-overlooked aspect of web design, but it is an element that can make or break your success. You need to ensure that getting around your site is as simple and intuitive as possible, so that visitors can find the content and information they need without getting lost, and without getting frustrated.
A beautiful, well-written, and easily navigable website is great. But if you're not capturing any leads, then it is worthless from a marketing and business perspective. That's where forms come in. Forms are the primary lead capture tool on your website, and they can't be treated as an afterthought. The layout, length, and structure of your forms can play a big role in the effectiveness of your lead gen efforts.
6. HTTPS Encryption
Your customers are more concerned about privacy and data security than ever before. Moving your site from HTTP to HTTPS and adding SSL encryption to your site is a simple, cheap, and effective way to safeguard your visitors' information.
7. Contact Us Page
You want prospects to get in touch with you, right? Then make it easy by having a comprehensive contact us page that provides every possible way to reach you — form, phone number, email, and mailing address. Make sure to include a link to the page in your navigation menu so that visitors can access it quickly.
8. Great Content
Offering compelling content is the best way to ensure that visitors stay on your site, learn more about your company, and, ultimately, convert into customers. Take the time to develop sharp website copy, engaging blog posts, and actionable eBooks.
Let Thomas Help
There’s a lot that goes into creating an effective website. We should know; we’ve built over 5,000 manufacturing and industrial websites for our clients, so we understand what works and what doesn't.
If you're in the process of updating or overhauling your site, we can help. Contact Team Thomas, or download our free eBook, 9 Of The Best Manufacturing Websites That Will Inspire Your Next Redesign for some inspiration.
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