Will Your Website Help Your Manufacturing Company Grow in 2014?

According to the latest figures, the manufacturing industry is on pace to help the U.S. economy grow in 2014. But is your website well-positioned to help your company be a part of this growth?

56% of industrial professionals don’t contact a vendor until at least the comparison and evaluation stage of the buying cycle, so it’s important to make sure that you have all the information they’re looking for. Besides the usual product and service pages that share specifications and other important information, there are many other pieces of content that your website needs.

  • Company History/About Us: While this type of content might not seem important to you, your potential buyers want to know where your company has been and where it is headed. A timeline of important milestones in your company’s history can satisfy this need. Many websites don’t include in-depth information about the company, so this is a great opportunity for you to highlight important differentiators, successes and more.
  • Quality Processes: Many of your website visitors will spend a great deal of time looking at your quality standards, so it’s important to go beyond just mentioning quality certifications. Talk about what “quality” means to your company and the processes you use to ensure that quality is a top priority.
  • Facility Locations: It’s important to show how clean and modern your facility and equipment is. You can easily accomplish this by posting pictures of your facility on your site, or better yet, produce a video. Video tours are interactive and help people get a real sense of what your facility is like.
  • Certifications: There are a number of ways you can (and should) highlight your certifications. Go beyond just including certification documents as downloads and include text that describes your company’s credentials. Certifications support the image of a quality company with trustworthy products and services. However, more importantly, your customers might be looking for suppliers with specific qualifications and making it easy for them to find your certifications can pay off.
  • Pictures of Products: The old saying, “A picture is worth a thousand words,” rings true here. If your customers can’t touch and feel the products, the next best thing is to highlight them with high-quality images on your website. So put product pictures on product pages and consider creating a “product gallery” section of your website.

2014 is expected to be a big year for U.S. manufacturing, is your website positioning your company for growth?


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About Caroline Bogart

Caroline Bogart is a Senior Copywriter / Online PR Strategist at Fathom, and has been working as a copywriter with the company since 2009. She is a graduate of Miami University and John Carroll University, with a Bachelor’s degree in journalism and a Master’s degree in communications management. Previously, Caroline was a marketing communications specialist at an industrial engineering and manufacturing company. Her marketing and copywriting background in the manufacturing industry enables her to craft conversion-friendly technical and non-technical content for her clients. When not helping manufacturing companies like Akron Brass Company, Diebold and others achieve success; Caroline gets her creative juices flowing by baking and crafting.

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