Updating your old website to a responsive design will allow a user to easily access your website content from a single source on desktop, tablet, or mobile device as the design will adjust to the available screen size. This coding and design improvement will increase usability, load time, indexing, and user trust of your website.
Do you still have the same phone you carried around when you launched your current website? You most likely don't. Why? Because technology changes on a daily basis. If you still had an iPhone 4 it wouldn’t be able to run any apps, the screen would be cracked, the battery wouldn’t charge and no one would fix it for you because it was discontinued in 2013.
Your current website is just like that old phone. Yes, you can still own it, but it won’t function in a way that helps you get the job done. Coding best practices have changed drastically since you last updated your site. Let’s take a look at how the outdated design and technical architecture of your website are negatively impacting your business and why you as a manufacturer should get a responsive website.
Your B2B Industrial Buyers Don't Like Non-Responsive Sites
The user of your site has a job to do so it's important that you make it easy for them to select you as a supplier. Potential customers start by evaluating your products or capabilities online. In fact, buyers complete 57% of their decision-making process before you get a chance to talk to them. If they made it to your site, you have a chance at being specified as a supplier.
Don’t drive them away by making it difficult to navigate your site or evaluate your information. If they get frustrated and confused they’ll leave — and it's likely they won’t be back. A strong User Experience (UX)/User Interface (UI) is critical to customer satisfaction and retention and your old website is losing you potential business opportunities.
Learn how Corrugated Metals increased leads by 285% after updating to a responsive website
Long Load Times Will Make Your Customers Go To Competitors
You don’t like to wait for answers to your questions and neither do your customers. Older websites are not created to utilize the latest advancements in browsers or coding options. Your current website is built in a framework that loads one component after another and requires multiple server requests to pull all of the information into the browser for your user.
New websites streamline how a browser loads content. By expediting the way source code loads a page and combining calls to the server, your user has less time to wait and gets the information they want faster. Not only do fast page speeds make for happy users, but they also provide a positive signal to the search engines about the quality of your website.
Google Ranks Your Website Based On The Mobile Version
Search engines have moved to mobile first indexing. This means that when your site is indexed, the mobile version of your pages is evaluated first. This evaluation will look to see how easy it is for users to view, navigate, and click as well as how fast it loads. If there is no mobile version, your site will automatically be devalued.
I am seeing this happen to legacy sites already. It doesn’t matter how much content you create or how many backlinks you build, the site will keep sliding. The only solution is to update the code and design. Don’t wait for the full roll out to see what happens to you.
Responsive Websites Build Trust With B2B Buyers
More digital savvy people are entering the industrial space each day. Every new engineer, buyer, or MRO has grown up with a phone in their hand and a tablet at home. For them, it is inconceivable that a website does not conform to the best UX/UI of the device they are using. They will judge your business as being out of touch or technologically challenged. Even worse, they won’t trust that you are the company to fill the need that they have — they’ll look for a more “reliable” option. This is not good.
These are the generations of people that can help your business grow. You invest wisely in product, process, equipment, and employees to help your products and services stay cutting edge. You need to make sure the first impression you set with potential customers leads to further opportunity for the business.
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A Responsive Website Puts You Ahead Of Competition
Currently, mobile traffic is up 222% over the last 7 years and as of 2019, 53% of website traffic came from mobile usage. This number will only increase as time passes. Waiting to update your site only puts you further behind the competition so don’t help them take market share from you.
Are You A Manufacturer Or Industry Professional? Update Your Website Now
Look, it’s time. I know you have a million things going on, but the growth of your manufacturing company strongly depends on it. Your business needs you to stand against competitors. Make the decision to update to the format that your customers, prospects, and the search engines require.
Do you need some help? We have built 5,000+ websites for the industrial space and we can help you with this next step in your online journey. Contact our team of website experts and engineers to start your website redesign.
Here are additional resources for your website redesign:
- 10 Step Checklist To Begin Your Website Redesign
- 25 Website Must-Haves To Generate Leads
- Manufacturing And Industrial Company Website Design Examples
- Website Basics For Manufacturing Companies
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