For far too long now, industrial companies have neglected their online presence while other sectors saw unprecedented growth and opportunity. Slowly but surely, industrial companies are beginning to realize the potential that lies online as far as increasing their leads, growing their business, and making their business processes more efficient than ever.
The first step for industrial companies who want to start developing a strong digital presence is investing in a professional-quality website. Your website is the foundation upon which your online business is built. It is the cornerstone of your internet marketing efforts, your online business representative, and your 24/7 sales department.
At Optimum7, we’ve been designing websites for industrial B2B companies for over 12 years. We know the specific challenges and needs that exist within this space and have the time tested solutions to address them. Below, we’ve listed some of the essential elements your website needs as well as a few tips you’ll want to keep in mind before you get started.
Industrial companies can attract more business and become more profitable through clean website design.
This website design must be:
Custom design is the key to B2B web design success. Industrial companies have a highly specific type of client they serve in many cases. They need a custom design that brings the material that’s most important to their future clients to the forefront of their layout as early as possible.
Each second your website spends buffering or delaying consumers from seeing what they want to see is costing you money. In fact, experts estimate that for ever second your page spends loading, you lose 30% of your users. Many people don’t realize how many options exist for solving this problem within a website’s existing code.
You don’t just need the programmers who can create interactive buttons and calls-to-action, you need marketing experts who know what makes an effective value proposition that will attract attention.
Average Increase in Website Traffic+97%
Average Increase in Conversion Rates+52%
Monthly Total Leads Generated3,000+
We become an indispensable resource for our clients to drive traffic and leads.
Let’s explore how to make sure you execute these components and the many more you need to develop a website designed to sell your industrial company’s goods and services.
The one surefire path to chaos and failure in website design is to begin without a plan, and without an end in mind. Planning means doing sketches on paper to help your foresee errors, and eliminating them with each draft. The connection of a pen moving on paper in your hand is scientifically proven to boost creativity. Base your plan on the journey someone must take on your page to move from being a visitor to a buyer or a client.
Turning traffic into clients starts with developing a clear and logical taxonomy. A taxonomy for a website is the way it organizes its data into sub categories. The structure of this will be customized for your industrial company’s needs. You want to envision a pyramid with each wider section of data or products becoming more specific. As an expert in your field, you’ll know what the broadest set of information someone needs is. Perhaps they tend to organize your products by purpose, but it may be cost or some other criteria. This is where custom solutions become so important.
A call to action refers to the prompts you give to get a consumer to perform an action. This covers everything from signing up to your emailing list to buying your product or service. Optimizing your calls to action means:
• Placing them in the proper place
• Ensuring the function behind each CTA works perfectly (“See our latest deals” buttons must bring people to updated deals, etc. )
• They should move consumers through your funnel using the best marketing and sales tactics
As an expert in your industry, you’ll know the types of technical pain points your clients tend to experience. Orient your CTAs around solving those in order to get the best results. Working with a marketing team to design CTAs around these can help you get more business.
Did you know that surveys showed 76% of users described the more important factor when they land on a new website? One factor of search engine ranking is whether or not people choose to stay on your website once they find it. When people stay for a while, that tells search engines that the information was valuable to that search, and it helps you rank higher. Organized site structures with clear URLs over pages with clean layouts tend to perform the best.
White space, often called negative space is blank areas around text and visual elements. It helps make your content more readable and prioritized. Too much looks like an empty page. Too little looks like intimidating, illegible block content. Finding the balance helps people navigate your site well.
Your home page is the face of your industrial company online. It’s the first thing your future clients and consumers will see.
Your home page needs the following elements:
Moreover, you need to guarantee your home page is optimized for mobile visitors.
Sometimes, one of your products may go out of production, or you stop offering service. You delete a page, but this creates a 404 error. These 404s create a negative experience for consumers. You want to create a 301 re-direct for the next most relevant page as soon as possible. This minimizes consumer frustrations, and avoids the damage it does to your ranking. The 301 re-directs help pass the authority you earned through your old page to your new page as well.
While there’s an obvious appeal in directing people to follow you, these social media sites aren’t oriented towards the most valuable CTAs you can ask from your website. Your own social media page, if used the wrong way, can become a distraction from your funnel. Place them in your footer if you choose to use them at all.
The more time your website takes to load, the more consumers you are going to lose. Diagnosing what is slowing down your speed is an ongoing process. Search algorithms evolve. Best practices evolve. Consumer behavior evolves. Optimizing your website is work that needs to be updated at all times.
Reach out today and an expert will contact you to get your web design strategy started.Speak to an Expert