Do you want to know what professional marketers and web designers REALLY think when we see manufacturing websites?
True story.
Websites are expensive, as you probably know. If your website isn't bringing you new leads and customers, why do you even have one? Because Some Guy on the Internet said you needed one?
Well, Some Guy is right. You do need a website. But your website needs to be optimized, and you need to be doing other stuff to promote your website. You can't just make a website and say "OK, done." Which is what most manufacturers seem to be doing. Hence the quote above.
What makes a website "bad"? Believe it or not, there are a few things that make or break a visitor's trust right when they enter your website:
Once the trust is broken, it's very hard to get it back. First impressions are everything.
Think about how vendors are chosen for your own company. If a vendor can't produce a quality website, would you be more or less likely to trust them with your business?
And if their competitor had a better website? Who would you contact first?
The choice seems obvious, at least to a website expert.
We've already talked about the basic elements of a good website. If you want a full rundown on website best practices, check out this eBook.
A website is just the beginning of your online journey. Think of your website like your home base in a strange new world. The Italian camp of Christopher Columbus when he landed in the Americas.
You're Columbus, blazing your own trail through the Internet. (Though you should probably hold off on making up new names for things that already have names, and slaughtering the natives.)
But you can't just run off into the brush looking for gold, because you're more likely to be eaten by a wild animal. You need a strategy, especially when navigating unfamiliar territory.
Too many people read about the wonders of the Internet and rush to claim their prize. They get ahead of themselves. It's their first time in the wilderness, and they get so excited they forget to pack clothes. They scream at the existing inhabitants without bothering to learn the native language.
Other questionable metaphors.
That's a lot of people running through the forest, screaming, sans clothes.
What we're trying to say is: don't jump without looking. Put your clothes on. Learn how to talk to Internet users before typing. Observe before acting.
Yes, you need to be on the Internet. You should have been online yesterday, because your customers have been here even longer than that. They've been waiting for you to join them - what's the hold up?
The only hold up should be the research that you do before putting yourself out there. Learn how to manage an effective website, how your customers communicate online, and where you need to set up camp.
So, when you do finally burst onto the scene (wearing your best monocle and Oxfords, speaking their language like you belong there), they welcome you as one of their own.
I'll repeat one of my favorite quotes here:
One of the biggest misconceptions in manufacturing is that your customers don't care about the Internet and aren't online. That's wrong.
Statistics from a GlobalSpec 2013 survey show that:
The vast majority of industrial buyers are now finding products and vendors online. Guess which manufacturers are getting their business? (Hint: probably that 21% who have a defined plan of attack.)
So what can YOU do to succeed online?
There's a good reason the planners are getting ahead.
You think successful people roll out of bed in the morning and say, "I wonder what surprises today will bring! Each day is such a mystery! I love flying by the seat of my pants!"?
Nope. The most successful companies have detailed schedules, policies, procedures, and strategies. They identify the problems that may crop up and put contingency plans in place. They have backups for their backups.
Not many people become successful by winning the lottery (and that depends on your definition of success). For most of us, it comes from hard work and careful planning.
You need a plan for the things you do online. So you have a website - now what do you do?
The truth about manufacturing websites is simple: Manufacturers simply have no idea how to navigate the new online landscape. That means under-optimized websites, ineffective online marketing campaigns, and wasted resources.
We understand the Internet can be intimidating, especially for manufacturers who have traditionally relied on offline communications and marketing tactics.
Don't be intimidated, and don't let stubbornness keep you from growing your business. There are plenty of resources to guide you through this strange new world, and the benefits of being online far outweigh any possible negatives.
Just remember:
Good luck!