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Inbound Marketing Blog

Manufacturing Websites Lack Purpose - Losing Leads and Sales

[fa icon="clock-o"] October 31, 2015 [fa icon="user"] Robert Ellis [fa icon="folder-open'] Inbound Marketing, Marketing, Manufacturing

Unfortunately Manufacturers just aren't with the times.

I was recently wading through dozens of manufacturers' websites, as part of an active drive to nudge manufacturing businesses into the 21st century. I came across some horrendous websites. 

Not just in design, even the best websites can have their flaws, but importantly the purpose was missing. So let's take a step back and think about who your website is for? Say the answer to yourself now.

Primarily it's for people wanting to buy your products, right?

Wrong. But don't get disheartened, I'll tell you why you should, and how you can, fix this.  

Different people are going to want different things from your website:

  • Some people want/need to learn about your products 
  • Some people want to compare your product or company to others they've already researched.
  • And the chosen few just want to buy, they know all of the information they need and they're ready to click 'buy'. NB - much fewer than you think!

Manufacturing Websites Need To Appeal

This cross-section of buyers at different stages of interest is called the Buyer's Journey, and if you aren't using it to inform what you are putting on your website, you're losing sales opportunities. This is because you're not appealing to your potential customers!

So, think about the last thing you put on your website. Now look at the graphic below:


Chances are whatever you put onto your website fall into one of the 3 stages; Awareness, Consideration or Decision. Unfortunately from my experience, the odds are that you aren't covering every base for every product or service you provide. And even closer to reality, you are more than likely ignoring everyone who isn't ready to buy yet.

Different types of content on your website are better suited for different stages along the Buyer's Journey.

Buyer's Journey Example For Manufacturing Websites:

You wouldn't give a pricing page to somebody who had come to your precision engineering website wanting to know what the strongest material was for the replacement gear they needed, would you?

No, you'd give them a list of all the different things they could use and the pros and cons of each one. 

Next, they'd most likely want to know the logistics of your manufacturing process and the equipment you use, so they can work out how you stack up against your competitors. 

Finally, when they have all the information they need and they're ready to make their decision. 

You've become an expert in their eyes

Whether they go with you or not, if you've given them a great information while they've been working all these factors out, they will remember you. So, if their order doesn't go right, or a friend asks in the future, you'll be that expert they can go back to or will promote to other people.

Next time you put something on your website, ask yourself:

  • Who is it for?
  • Why do they want this content? 
  • What will they want to know/see next?

This is just one example of how manufacturers websites are failing.

Learn more about how to avoid fatal website mistakes to get the best return on investment  by reading our free eBook. Just click on the image below to get started.

Think: If your website isn't better than your competitor's, who will the new customers go to?



Robert Ellis

Written by Robert Ellis

Inbound and HubSpot Certified, Rob uses his previous experience as a teacher to introduce people to the delights of Inbound Marketing without using all the complicated technical jargon. He speaks in plain English so everyone can understand and, being relatively new to the industry, he asks basic questions that other marketers may have forgotten. Rob is also responsible for the systems and processes at Lollipop.