TL;DR:
- Optimize Image Performance: Large, uncompressed images are a common cause of slow page load speeds, which negatively impact user experience and SEO. Compress images, convert to WebP, and resize appropriately to speed up your site and reduce bounce rates.
- Clarify and Strengthen CTAs: Weak or poorly placed calls-to-action cause missed conversions. Ensure CTAs are specific, consistent in color/placement, and prominently visible—especially above the fold.
- Eliminate Broken Links and Redirect Errors: Outdated links and broken redirects create friction for users and hurt SEO. Use audit tools like Screaming Frog to identify and fix them, and set up 301 redirects where needed.
- Simplify and Test Forms: Overly complex or malfunctioning lead forms turn away potential prospects. Reduce fields, add trust-building copy, and routinely test form function and routing for smoother conversions.
- Improve Mobile and Accessibility Standards: Modern users demand responsive, accessible websites. Use tools like Google’s Mobile-Friendly Test and WAVE to fix common issues like tap targets, contrast, and missing alt text—enhancing usability and reducing compliance risks.
Many marketing managers in manufacturing have well-timed campaigns with strong creative, targeted messaging, and solid ad budgets. But sometimes, the results don’t match the effort. Clicks may be decent, but conversions remain low, and bounce rates are alarmingly high.
If that sounds familiar, you’re not alone. In manufacturing, a website isn’t just a digital brochure—it’s a critical tool for lead generation, customer trust, and long-term revenue. The challenge is that even small issues can quietly erode performance.
The good news? You don’t need a full redesign to see meaningful improvements. Here are five quick fixes that can make a measurable impact on your site’s performance right now.
1. Compress and Optimize Your Images
Large, unoptimized images are one of the biggest culprits behind slow page load times—especially on manufacturing sites with detailed product visuals or process photos.
Why it matters:
- Slow-loading pages increase bounce rate
- Google factors page speed into your SEO rankings
- A faster site improves user satisfaction across the board
Quick fix:
- Use tools like TinyPNG or Squoosh to compress images without losing quality
- Convert PNGs to WebP for smaller file sizes
- Make sure images are sized correctly for display (don’t upload a 2000px image if you only need 800px)
2. Simplify and Strengthen Your CTAs
Calls-to-action (CTAs) are the handshake that invites users to convert. If they’re vague, hard to find, or inconsistent, you’re likely missing out on potential leads.
Watch for:
- Buttons that say “Learn More” or “Click Here” without clear context
- CTAs buried at the bottom of long pages
- Multiple conflicting CTAs competing for attention
Quick fix:
- Rewrite CTAs to be specific: “Request a Quote,” “Download the Spec Sheet,” “Book a Demo”
- Use a consistent color and placement so users know what to expect
- Add primary CTAs above the fold for easy visibility
Improving CTAs is one of the fastest routes to better conversion rate optimization.
3. Fix Broken Links and Redirects
Broken internal links and outdated redirects quietly damage user experience and credibility. They frustrate visitors—and search engines aren’t fans either.
Common sources:
- Old blog content linking to expired offers
- Service page updates without updating navigation
- Products removed without updated redirects
Quick fix:
- Use a tool like Screaming Frog or Ahrefs to scan for broken links
- Manually test your primary navigation and footer links
- Set up 301 redirects for any important pages that have moved
This not only improves trust—it also protects your site’s authority and user flow.
4. Make Forms Faster and Smarter
Lead forms are where interested visitors become real prospects. But too many manufacturing websites still treat them like an afterthought.
Red flags:
- Forms that require 10+ fields
- No confirmation or thank-you message after submission
- Slow or unreliable lead routing
Quick fix:
- Reduce fields to only what you truly need (e.g., name, email, company, role)
- Add trust-building copy above the form: “We’ll get back to you within one business day”
- Test your form monthly to ensure it works and sends leads to the right place
If your site runs on WordPress or HubSpot, these changes can usually be made in minutes—and they can have an outsized impact on lead generation.
5. Improve Mobile and Accessibility Experience
B2B users expect a mobile-friendly experience, even in manufacturing. And accessibility isn’t just a best practice—it’s increasingly required by law.
Check for:
- Menus that are hard to tap on mobile
- Text that’s too small or low-contrast
- Missing alt text on images
- Inaccessible form fields or buttons
Quick fix:
- Use Google’s Mobile-Friendly Test to see where you stand
- Add alt tags to all images describing the content
- Use tools like WAVE to catch accessibility issues that may be easy to fix
Small adjustments here can go a long way toward improving usability—and reducing legal risk.
How 3 Media Web Can Help
At 3 Media Web, we specialize in helping manufacturing marketing teams uncover hidden issues, apply quick wins, and build long-term digital strategies.
We provide:
- Website support to keep your site fast, functional, and secure
- Ongoing web design and development to evolve with your campaigns
- Technical audits for performance, SEO, and accessibility
- Landing page optimization and paid media management to drive better ROI
Whether you need a one-time tune-up or a partner to manage it all, we’ve got you covered.