Website Elements That Help Manufacturers Generate Leads

by Derek Singleton on 2012-05-23 03:37:08

The Thomas Industrial Network recently found that 90 percent of  industrial buyers research and evaluate their purchases online. This presents manufacturers with an opportunity to supplement traditional marketing efforts with online lead generation.

As more industrial buying activity moves online, manufacturers will need to focus on building up their online presence. In order to make the most of the increase in online activity, manufacturers need to create a website that meets buyer expectations as they move throughout the four phases of the industrial buying cycle:

Discovery - Site visitors are just starting their research process and are trying to find companies that make what they need. 
Research - Visitors are looking for information on product specs, operations procedures and materials used. 
Sourcing - Individuals are ready to see detailed pricing and want schematics to ensure that your product works with what they’re building. Procurement - This will usually happen offline.

In addition to modeling the website to fit the industrial buying cycle, there are four more website elements manufacturers should focus on to improve their websites.

Make Your Speciality Apparent - While this may seem like an obvious suggestion, many manufacturing companies forget to show off the product they make directly on their front page. On the Internet there are precious few seconds to convey what your business is about. Don’t make buyers guess. Place product examples and a description of your specialty directly on your site.

Create a Product Catalog - The product catalog is a great way to provide visitors with an easy way to navigate the products you make. In the online world, buyers expect to be able to view product information and compare multiple products side-by-side. Your website should provide this functionality to help visitors filter through your products more quickly.

Provide Detailed Product Specs and Schematics - Beyond product comparisons, buyers also want to see detailed information on each product. This includes photographs, detailed measurements, product tolerances, and schematics. It’s necessary that you show provide this for each product so they can move further along the sourcing process. Not providing this information, on the other hand, can result in the visitor leaving your website.

Create Downloadable CAD Files - A final element to include in your website is the downloadable CAD file. Providing visitors with access to these files is a great way to speed up a purchase as it allows visitors to determine with greater precision whether your product meets their needs.

Naturally, great content that meets buyer expectations is only part of the equation. This content needs to be coupled with calls to action to convert visitors into leads. One critical call to action that works well for manufacturers is the request for more information. By balancing a website with the right content and calls to actions, manufactures can generate more leads online.

To see a few examples of how these web elements are being put to use on manufacturer websites, visit Software Advice a company that reviews manufacturing software. You can find more detailed information at: Manufacturers, Listen Up: 5 Tips to Convert Your Web Traffic.
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Derek Singleton
ERP Analyst
Software Advice