How much focus have you placed on your website? If you are like most industrial and manufacturing companies, the answer is likely not very much. Most industrial and manufacturing companies are lagging behind when it comes to website design and development. Yet, a website is your most important marketing tool. Ultimately, it is a virtual representation of your physical business. Don't you agree?
There are many industrial and manufacturing companies that underestimate the power of a website on their sales. However, if you are like most people today, you are turning to Google when you want to find out about a company, product, or service. Eventually, you will find yourself at a website. Once you accept the idea that most purchase decisions start with an online search, you will also begin to appreciate that having a website will not only help prospects discover your business, but it also performs a key task in encouraging those prospects to engage with you.
Unfortunately, the majority of industrial and manufacturing companies are using an outdated online marketing model for their websites, seeing it as little more than an online flyer or brochure to showcase products and services. Of course, that is if your company even has one. Surprisingly, some B2B companies still do not even have a website. We have heard all the reasons why a new website is not important:
It is just not a priority for us at this time,
A new website is not in our budget,
Our clients and customers don't use the internet,
Our website is only for reference purposes, not for actual selling.
In 2019, your prospects and leads are expecting more. Additionally, the internet has become the single most powerful tool for marketing a business. As time goes on, those who do not embrace online marketing will find it difficult to grow and will eventually be squeezed out of the market. Consider these following reasons why a new website should be a top priority in your marketing budget:
1. Without a powerful website, you are yielding ground to your competition
The fact is that most people are using the internet to find suppliers. Furthermore, very often this is happening within the moment, as individuals grab their smartphone to perform spontaneous searches, what Google calls micro-moments. If your company is not at the top of search results pages, your competitor will be. You simply cannot afford to yield this ground.
2. Ranking on search pages does not occur overnight
In order to snag the first or second position on search results pages, it will take time and focus. Typically, it takes roughly two months to begin seeing a good search position. Still, to get to the top of search results and stay there, a website must be active, have a growing content library, and encourage user engagement. Clickthroughs, user time on site, user average page views, and other visitor activity are tracked by Google and used in evaluating popularity and authority.
3. A website can become your most effective salesperson
When evaluating the effectiveness of a sales approach, return on investment (ROI) is a very important measure. The number of prospects and leads generated by a website versus the relatively modest cost of website design and development outperforms all other sales approaches. In fact, an effective website can potentially make a sale before the lead ever speaks to a live person.
4. Your potential customers are looking for you online
It does not matter what business you are in, people are going to the internet first, even if it is just to find a phone number or email address. A person should be able to visit Google, type in your company's name, click the "I'm Feeling Lucky" button and go straight to your website. Then, if properly designed, the user will click the Contact link and discover your address, phone number, and email address. Your ideal customer should never look at your website and question your reliability or credibility.
5. A business website is more than just a simple brochure
A business website is the centerpiece of any effective online marketing strategy. No matter how a potential client or customer discovers you, they should be funneled to your website, whether it is through search, LinkedIn, Google My Business, or some other platform. Here is where you have the most control over your messaging, can show off what sets you apart from your competitor, and can generate leads and sales.
The bottom line is that every business needs a website designed and developed to meet the needs of visitors and potential customers. If you don't have a website, or have not updated yours in several years, you are missing an important opportunity. Ultimately, the benefits will greatly outweigh any costs.
What haven't we covered yet that is important to you? If you would like more reasons why a new website should be a top priority in your marketing budget, or would like to discuss a related topic, please contact us today.