5 Elements of a Great Manufacturing Company Website

Marc Avila

It can be a real challenge for manufacturing companies to put together a strong website. Some manufacturing companies have a hard time putting together exciting content, and others find that the products themselves look too repetitive and boring when featured in photos. The manufacturing process itself may be proprietary, or too technical to describe on a landing page. Finally, marketing managers at manufacturing organizations may face challenges associated with working in a traditional, conservative industry. Marketers often have the challenge of convincing company leaders to depart from the status quo by creating a new online presence.

There are several elements that go into creating an effective manufacturing company website. Work these into your website to make yours stand out.

Solve the Problem

Many visitors are coming to a manufacturing website because they have a technical problem they need to solve — they need to buy or commission an item. Feature information about your products and services to help you reach those visitors. They want to see proof through data, specs and drawings that establish the bona fides of your process or product, so include them somewhere on the site. Technical buyers also want to be able to search by product number or feature, so creating a simple search tool can help connect your buyer to exactly what they’re looking for.

Tell Your Story

What makes your company special? Identify it and then use your website to tell others about it. Every organization can tell a good story. Whether your company has been family-owned for many years, serves the community through volunteerism or donations, is growing rapidly or has overcome past challenges, highlighting this story on your website will make your company more relatable to visitors. Use large, dramatic photos of your facilities, portraits of employees and videos of the manufacturing process (or any elements of  your process you’re able to share) to tell the story visually.

Highlight Your Expertise

This goes back to solving the problem — you’ll need to prove to visitors that you have the know-how to get things done in the way they want. Including case studies and testimonials from satisfied customers, industry best practices and certifications like RoHS and ISO can establish your company as an industry expert that is trustworthy and stands by its products.

Go Behind the Scenes

Putting the spotlight on your people and facility is another way to show visitors to your website and that the employees at your company are experts in their fields. Shoot a video of your building and interview employees at different points along the chain. The more you can humanize the manufacturing process, the easier it is to engage website visitors.

Design It Right

Finally, ensure that your manufacturing website is set up in such a way that your marketing department can gather and analyze data from it effectively. Capturing useful data makes it easier for the marketing department to track whether the website is meeting the company’s goals. If your website is built on a platform that makes it difficult to analyze what’s working and what’s not, your marketing efforts may not be getting the results you want.

One of our favorite examples of a manufacturing website that gets it right is Pilot Ceramics. Its clean design, simple navigation, hard-hitting copy and dramatic images communicate precision and performance — and make visitors want to learn more. Your manufacturing website should do the same.

Questions to consider before you redesign your website
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