Category: technical content writing

  • How to Plan and Budget for an Industrial Website Redesign—A Practical Guide for Manufacturers and Industrial Companies

    How to Plan and Budget for an Industrial Website Redesign—A Practical Guide for Manufacturers and Industrial Companies

    Planning for an industrial website redesign is highly relevant at this time of year since many manufacturers are actively budgeting for 2025. Some of these industrial companies realize the importance of a customer-centric digital presence.

    In this blog, I’ll share my thoughts and recommendations based on hands-on experience of working on many website design projects over the years.

    Some of the key problems I have noticed are:

    • Many companies think of a website redesign as a quick, aesthetic update
    • Manufacturing websites, in general, remain product-focused rather than customer-centric; a redesign should enhance the user experience—while aligning closely with the sales process
    • Not incorporating an ROI perspective by using a data-driven approach that helps to quantify the impact

    Ready to dive in?

    Establishing Goals and Objectives for an Industrial Website Redesign

    Why do so many redesigns fail? Many industrial website redesigns fall short because they’re driven by a desire for a visual refresh rather than a strategic vision. In reality, a successful redesign goes beyond aesthetics. It must become a functional and productive online asset for your business—aligning with your overarching marketing and sales objectives.

    Start with User Needs and Sales Alignment

    Before diving into design concepts, it’s crucial to ask: “What do we want our website to accomplish?” For industrial companies, this could mean increasing lead generation, improving user engagement, or offering a seamless experience for existing clients seeking technical information. Additionally, alignment with your sales funnel is essential. Every page and feature should guide visitors through a journey that addresses their needs while supporting your sales team.

    How a Clear Strategy Saves Time and Budget

    With clearly defined goals, you avoid costly revisions, scope creep, and ineffective features that don’t move the needle. The redesign also sets a solid foundation for metrics, making it easier to measure ROI once it’s complete.

    Tip: Start with a strategic meeting to outline specific goals with stakeholders from both sales and marketing.

    Building a Realistic Budget for an Industrial Website Redesign

    Is it worth the time and expense of an industrial website redesign? The short answer—YES!

    And that’s not just my opinion. According to the 2024 State of Marketing to Engineers report, most technical buyers still rely on supplier/vendor websites as their primary source of information when researching products and services.

    The data shows that 41% of technical professionals routinely turn to supplier websites, surpassing all other sources of information (see chart below).

    Industrial website is the number 1 source of information

    Breaking Down the Key Cost Components

    Understanding the full scope of costs involved in a website redesign is critical, especially for industrial companies where technical complexity and specialized requirements are the norm. A budget that accounts for every aspect—from design and development to SEO and content—helps avoid unexpected expenses and ensures the final product meets both marketing and sales objectives. Here’s a breakdown of the primary cost components:

    • Design and Development: Custom design tailored to your brand, combined with a robust development process, forms the core of a high-quality industrial website. Budgeting for both visual appeal and functionality is essential, as they work together to engage users and guide them through the customer journey.
    • Content Creation: Industrial websites often need content that goes beyond basic descriptions to technical information, spec sheets, and application details that matter to your buyers. Content may need rewriting or repurposing to become more user-centric, requiring a substantial investment in both time and expertise.
    • Search Engine Optimization (SEO): SEO is crucial to ensure that potential customers can find your website. It includes keyword research, on-page optimization, and technical elements that make your site easier to discover and rank for relevant searches. SEO for industrial sites can be complex, given the niche keywords and specialized audience.

    Average Cost of an Industrial Website Redesign

    On average, a complete website redesign can cost between $15,000 and $80,000 or more, depending on size, functionality, and the level of customization. Manufacturing companies with custom needs should expect to budget higher to accommodate specialized content, design, and functionality.

    Why Working with an Industrial Website Design Company Pays Off

    By partnering with a specialized industrial website design agency, you can avoid the pitfalls of unexpected expenses and ensure efficient budget use. Agencies experienced in industrial marketing understand how to prioritize critical features without inflating costs, giving you a website that performs and scales with your business needs.

    Tip: Map out all essential features upfront with your agency partner to prevent scope creep and maximize the value of every dollar spent.

    Defining the Scope: A Customer-Centric Approach

    Traditionally, industrial websites have been product-focused, designed more as digital catalogs than as user-centered platforms. However, today’s buyers expect more—they want to feel understood, supported and guided through a website that speaks directly to their needs. Shifting to a customer-centric design means rethinking your website’s purpose: it’s not just about listing products; it’s about offering value through a user-friendly experience that supports your buyer’s journey.

    Understanding the Buyer’s Journey

    Creating a customer-centric website begins with a deep understanding of your target audience and their typical buying journey. Most manufacturing marketers find it challenging to understand and create content to fit the needs of different stakeholders at different stages of their buying journey because of the long and complex sales cycles.

    Different stakeholders—such as engineers, procurement managers, and decision-makers—each have unique informational needs depending on their role and stage in the process. For a closer look at addressing these needs, read my blog How Technical Content Writing Drives Success in Manufacturing Content Marketing.

    Content Strategy: Beyond Product Descriptions

    A customer-centric website requires a content strategy that goes beyond standard product descriptions. This means including resources like whitepapers, case studies, application notes, FAQs, online resource libraries, how-to videos and blog posts addressing your buyers’ questions and challenges.

    Retrofitting content to a website redesign usually fails, often resulting in a disjointed experience that doesn’t fully support the buyer’s journey. For a deeper dive into this issue, check out my blog, Why Retrofitting Industrial Website Redesigns Usually Don’t Work. Website content can’t be an afterthought; it needs to be strategically developed to enhance the site’s structure, guide users intuitively, and reinforce your company’s credibility at every step.

    Tip: Collaborate with an experienced industrial marketing agency to ensure your content strategy aligns with your customer’s needs and your sales objectives.

    Deciding on the Right Platform and Technology

    In many industrial companies, website redesigns are handed off to internal IT teams. While IT professionals bring a wealth of technical knowledge, they often prioritize the backend development and technical specifications over the essential marketing aspects of a website.

    Coding is not marketing, and this difference in focus can lead to missed opportunities in user engagement, SEO, and content strategy. A successful industrial website isn’t just a functional asset—it’s a powerful marketing tool designed to attract, inform, and convert prospects.

    The Pitfalls of Custom Development

    From my own experience, I’ve seen several instances where IT teams opted for custom development instead of using established content management systems (CMS) like WordPress.

    In two particular cases, IT teams developed custom platforms, thinking it would offer more control. However, when the original developers left, the clients found themselves “stuck” with a system they couldn’t easily update or edit.

    Unlike widely used WordPress, supported by a large community and accessible to non-developers, custom-built sites can be challenging—and costly—to manage in the long term. Finding a custom developer familiar with the system became an ongoing struggle, impacting the client’s ability to update content and adapt to evolving market needs.

    Why Choosing the Right CMS Matters

    Using a platform like WordPress for your industrial website offers flexibility, ease of use, and a wealth of plugins tailored to industrial B2B marketing needs. WordPress, for instance, enables your marketing team to make updates independently, without relying on developers, so your website remains agile and responsive to business goals.

    Plus, the vast ecosystem of developers and support resources ensures you’re never left without options if changes are needed.

    Tip: At Tiecas, we use WordPress to develop front-end industrial websites and integrate them with Marketing Automation (MA) platforms and CRMs on the back end for seamless lead nurturing and tracking. We’ve also handled complex ERP integrations, ensuring a smooth connection between your website and essential backend systems.

    Preparing a Timeline for Development and Launch

    An industrial website redesign is a complex project with many moving parts, from strategy and design to content creation and testing. Setting a realistic timeline ensures that each phase is completed thoroughly without rushing through critical details. A rushed redesign often leads to errors, missed opportunities, and setbacks that proper planning could have avoided.

    Key Phases to Include in Your Timeline

    • Discovery and Planning: Start with a discovery phase to align your website goals with your business objectives. This phase involves gathering insights from sales and marketing, understanding the buyer’s journey, and setting measurable goals for the redesign.
    • It cannot be condensed into a single call; at Tiecas, we conduct at least three discovery calls—sometimes more, depending on the project’s scope and complexity. This thorough approach allows us to capture the nuances of your goals and ensure we’re building a site that supports your sales and marketing strategies.
    • Design and Development: Designing and developing the new website involves creating wireframes, building prototypes, and implementing custom features. In industrial B2B, this often includes specific functionalities, such as spec sheet downloads, application resources, product configurators, and sometimes even custom search applications. For example, a custom search application can enable visitors to mix and match various product options to achieve the exact specifications they need. Allocate sufficient time for both initial design, feedback rounds, and development work.
    • Content Creation and SEO: Content is one of the most critical elements in a successful redesign, yet it’s often underestimated in terms of time and effort. Each page should be optimized for SEO and designed to meet the informational needs of your audience. Allow ample time to create, review, and refine content to ensure it supports your sales and marketing goals.
    • Testing and Quality Assurance (QA): A thorough testing phase is essential to identify and resolve any issues before launch. This includes testing for usability, mobile responsiveness, loading speed, and SEO readiness. Ensuring that all integrations—such as CRM and MA platforms—function smoothly is also crucial.
    • Launch and Post-Launch Optimization: Even after the launch, your website will benefit from monitoring and fine-tuning. Set aside time in your timeline for tracking metrics, gathering feedback, and making adjustments based on user data to improve performance. Additionally, investing in an ongoing site care package is essential to keep your website updated, secure, and functioning smoothly, ensuring it remains a reliable online asset for your business.

    Avoiding Common Delays

    Common delays often stem from insufficient planning, underestimated content needs, or prolonged feedback cycles. Working with an experienced industrial website design agency can help keep your project on track by providing structured project management and ensuring that all critical milestones are met.

    Tip: Build buffer time into each phase to account for any unforeseen issues so your launch date stays realistic and achievable.

    Measuring Success Post-Launch: Tracking Key Performance Indicators (KPIs)

    Launching your industrial website is a significant milestone, but the work doesn’t end there. It’s essential to track key performance indicators (KPIs) that reflect both user engagement and business outcomes. This step is a data-driven approach to proving your redesign delivers real value.

    Metrics such as conversion rates, bounce rates, average time on page, and lead generation activity clearly show how effectively your website is meeting your marketing and sales goals.

    Conversion Rates and Lead Quality

    One of the most critical KPIs to track is the conversion rate—whether that’s form submissions, contact requests, downloads of gated resources or a mix of all. Tracking conversion rates allows you to see how well your website engages visitors and moves them through the sales funnel.

    Additionally, focusing on lead quality (not just quantity) is essential for industrial companies with complex sales cycles. High-quality leads are more likely to convert into sales, making this an essential measure of your website’s effectiveness.

    Continuous Improvement Through Data

    Post-launch, it’s vital to use data to make continuous improvements. Analyze user behavior patterns to identify potential pain points or areas where users drop off.

    For example, a product page with high traffic but a low conversion rate might signal that the content or call-to-action needs refinement. This iterative optimization approach ensures your website evolves based on real user insights, keeping it aligned with business goals.

    Setting Up Analytics and Integrations

    Properly configuring analytics tools—such as Google Analytics, heatmaps, and your Marketing Automation (MA) platform—is essential to capture meaningful data. Integrating your website with a CRM or MA platform enables more accurate lead tracking and provides valuable insights into lead behavior, helping you nurture them through targeted follow-up actions.

    Tip: Regularly review and adjust KPIs to reflect changing business objectives and market conditions. A well-performing industrial website should evolve with your business needs.

    Selecting the Right Agency Partner

    Choosing the right agency partner for your industrial website redesign is crucial. An experienced partner understands the unique demands of the industrial sector and can design a site that aligns with the technical needs of your audience and supports your business goals.

    Generalist web design agencies may overlook key B2B industrial requirements, such as complex product specifications, content hierarchies, and lead capture mechanisms that cater specifically to engineers, procurement managers, and other stakeholders in your sales cycle.

    What to Look for in an Agency Partner

    When evaluating potential agency partners, consider these factors:

    • Industry Expertise: Look for a proven track record in industrial and manufacturing website design. Agencies familiar with B2B buying behaviors understand the nuances of creating industrial content and features that resonate with technical buyers and decision-makers.
    • Technical and Marketing Knowledge: The right agency should offer a balanced approach, combining strong technical capabilities with in-depth marketing expertise. This balance ensures that your website will function smoothly and serve as a robust lead-generation and customer-engagement tool.
    • Case Studies and Testimonials: Ask for case studies and testimonials that demonstrate the agency’s success in delivering results for other industrial clients. A strong portfolio with measurable outcomes can provide reassurance that the agency is equipped to handle your project.
    • Long-Term Support: Website redesigns are only the beginning. Partnering with an agency that offers long-term marketing support packages—covering everything from technical maintenance to ongoing content updates—ensures your site remains optimized and aligned with evolving business goals.

    The Tiecas Difference

    At Tiecas, we specialize in industrial marketing and website design. Drawing from decades of experience, we create highly functional sites strategically aligned with the needs of B2B industrial buyers. Our approach combines marketing and technical expertise, from SEO-driven content to seamless integrations with CRM and Marketing Automation platforms, delivering a solution that not only looks professional but drives measurable results.

    Ready to schedule a discovery call? Let’s talk to assess if this is a good fit for a long-term partnership.

    Let’s Talk
  • How Technical Content Writing Drives Success in Manufacturing Content Marketing

    How Technical Content Writing Drives Success in Manufacturing Content Marketing

    Effective technical content writing is crucial for manufacturers to stand out and rise above the noise. It is not about stringing together words and sentences stuffed with technical jargon.

    Technical content writing helps translate complex concepts into clear, valuable information that resonates with technical audiences and buyers of industrial products.

    In this blog, I’ll explore how technical content writing differs from traditional technical writing and why it’s critical for success in manufacturing content marketing.

    Defining Technical Content Writing for Manufacturers

    Technical writing, traditionally used for creating user manuals, product datasheets, and instructional guides, serves a specific purpose: conveying complex information clearly and precisely. This kind of writing focuses on detailed accuracy to ensure the end user understands how to use a product.

    Technical content writing for manufacturing content marketing, however, goes beyond this. It’s about creating customer-centric content that not only explains how something works but demonstrates how it solves real-world problems.

    This type of writing engages potential buyers by addressing their needs, challenges, and goals. For manufacturers, this approach is vital for communicating product value in a way that resonates with both technical experts and decision-makers who may not have a technical background but strongly influence the buying decision.

    Key Characteristics of Effective Technical Content for Manufacturing Marketing

    Creating high-quality technical and industrial content for manufacturing marketing requires a balance of technical depth and customer relevance. Here are four essential characteristics to consider:

    1. Accuracy and Clarity
      Manufacturing audiences rely on detailed, precise information. Your content must be factually accurate while remaining clear and understandable to a broader audience, including those without technical expertise.
    2. Customer-Centric Focus
      Effective content addresses customer pain points instead of just describing technical features and shows how your product provides solutions. This focus helps potential buyers see the value in your offering.
    3. Engaging and Practical
      Use real-world examples, case studies, and practical applications to bring your technical content to life, helping readers connect your product’s benefits to their specific needs.
    4. SEO Optimized for Niche Terms
      While technical terms are critical, effective technical content should also be optimized for niche, industry-specific keywords. This helps ensure your content reaches the right audience online, supporting your overall marketing strategy.

    For more on striking a balance between human expertise and the efficiency of generative AI, read my blog, Industrial Content Creation for Scalable Manufacturing Content Marketing Needs GenAI + Human Expertise.

    By focusing on these key characteristics, you can develop technical content that builds trust, educates your audience, and ultimately drives results.

    How Technical Content Drives Tangible Results in Manufacturing Content Marketing

    Good technical content writing can deliver measurable and tangible results that align with your business objectives in manufacturing content marketing. It’s about creating strategic assets that strengthen your digital presence, attract the right audience, and help prospects make informed purchasing decisions.

    Improved SEO Performance
    When your content addresses specific technical queries—like “best practices for CNC machine maintenance” or “how to reduce energy consumption in industrial pumps”—it matches the search intent of your target audience. This helps your content rank higher in search results, bringing in qualified leads actively seeking solutions.

    Attracting the Right Audience
    Unlike broad, generic content, well-crafted technical content speaks directly to your niche audience—engineers, procurement teams, and decision-makers. By providing them with in-depth knowledge and actionable insights, you capture their attention and build credibility. This content positions your brand as a trusted expert in solving industry-specific challenges that attract higher-quality leads.

    Guiding Buyers Through Complex Decisions
    Manufacturing purchases often involve multiple stakeholders and long decision cycles. Technical content can be valuable throughout this process, helping buyers evaluate their options by addressing their challenges and providing proof of concept with real-world case studies. This level of detail allows prospects to make informed decisions that meet their needs, speeding up the purchasing process while minimizing uncertainty.

    By focusing on these tangible results, technical content becomes a powerful tool that goes beyond marketing. It drives business growth by supporting every stage of the buyer’s journey.

    The end of the paragraph is important because it is a challenge for most manufacturing content marketers. I don’t want to repeat myself. Instead, let me direct you to my post, Writing Technical Content for the Industrial Buyer’s Journey: Mapping Your Content to Each Decision Stage.

    The chart below, from the 2023 Manufacturing Content Marketing Insights published by the Content Marketing Institute, shows these challenges.

    Challenges in creating industrial content

    The Unique Challenges of Manufacturing Content Marketing

    Manufacturing content marketing comes with its own set of challenges. Long sales cycles, multiple decision-makers, and the products’ complexity contribute to a more intricate marketing process than other industries.

    One of the biggest challenges manufacturers face is bridging the gap between technical information and business outcomes. Engineers may be interested in the detailed specifications, but procurement teams and executives are focused on how those specifications translate into operational efficiency, cost savings, or compliance.

    This is where professional technical content writing becomes essential. It positions the technical details in a way that appeals to both technical and non-technical decision-makers, helping streamline the sales process and facilitating smoother discussions between departments.

    However, you cannot go light on technical specifications because Design Engineers want the tech specs to ensure your component meets their design requirements. They are the ones who ‘spec’ your products. Without that, you may never get to the RFQ if you are a components manufacturer.

    Another challenge is the sheer volume of content needed to maintain a strong online presence. With the growing demand for content marketing in manufacturing, companies must continuously produce relevant, high-quality content to stay competitive. However, producing so much content in-house can be overwhelming. Many manufacturers lack the internal resources to keep up with the demand for regular blog updates, case studies, product documentation, and more.

    By trusting a professional partner with your technical content needs, you ensure high-quality, accurate content and free up your internal teams to focus on innovation and production.

    That’s why partnering with experts like Tiecas can make all the difference. With our extensive experience in industrial content creation, we understand how to craft content that speaks directly to your target audience—whether they’re engineers looking for detailed specifications or executives seeking business outcomes.

    Ready to start a conversation? Let’s talk.