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Industrial website redesign

Industrial Website Redesign: Why It’s Not a DIY Project

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In my experience with industrial website redesigns, I’ve seen too many manufacturers and industrial companies put a misguided focus on just the look of a website. While a fresh design matters, it’s only one piece of the puzzle.

A truly effective industrial website is a lead-generation engine, and your site’s strategic makeover must address the aesthetics and inner workings that drive potential buyers toward meaningful action.

Your industrial website must confidently convey your expertise, setting you apart from the competitors in meaningful ways. A well-designed website amplifies your unique value proposition to the right audience.

An industrial website redesign is complex and has many potential pitfalls. Common mistakes include prioritizing aesthetics over functionality, lacking compelling content, or neglecting alignment between the website and your existing sales process.

Messaging Matters for Effective Industrial Website Redesign

Are you tired of your website sounding just like your competitors? Does your brand resonate with your target audience? These essential questions are not simply a marketing exercise. I feel it is so important that I recently published a post titled, How to Use Manufacturing Branding & Industrial Lead Generation as a Power Couple.

Generic, buzzword-laden messaging won’t cut it for industrial websites. Prospective customers in your niche have seen it all before. As Jeffrey Zeldman (American entrepreneur, web designer, author, podcaster and speaker on web design) astutely put it, “Content precedes design. Design in the absence of content is not design, it’s decoration.”

Clear, differentiated core messaging is the cornerstone of a successful industrial website redesign. Here’s the difference between weak and impactful messaging:

Weak: XYZ Corporation – “We are a leading provider of high-quality industrial solutions.”

Impactful: XYZ Corporation – “Precision CNC machining for aerospace components meeting AS9100D standards. On-time delivery guaranteed.”

The second example immediately tells a potential buyer what you do and the primary industry you serve, giving a hint of your commitment to quality. To build this kind of messaging, you need to dig into the specifics of your ideal customer’s pain points and how you solve them better than anyone else.

To learn more about using content to create differentiation, read my post How Manufacturers Can Use Content for Differentiation and Create a Competitive Edge.

What Engineers and Buyers Seek (And How Your Industrial Website Can Deliver)

Engineers and buyers who visit your industrial website are on a mission. They need solutions, not sales pitches. Your website must become a trusted resource to establish credibility before any sales contact occurs. This means prioritizing content that showcases your expertise and aids decision-making.

Here’s what engineers and buyers typically look for when vetting potential suppliers:

  • In-Depth Technical Specifications: Detailed specs and data sheets provide the essential information engineers need to assess suitability. Easy-to-find downloads show you value their time.
  • Downloadable CAD files: Engineers often need to incorporate your components or products into their designs. Providing CAD files is a powerful “sales enabler” – according to a study by CADENAS PARTsolutions, a staggering 82% of CAD/BIM downloads convert into actual sales.
  • Case Studies: Real-world examples demonstrating your capabilities in their specific industry are much more persuasive than vague claims.
  • Whitepapers and Application Notes: These resources establish your thought leadership and position you as a problem-solver, not just a product vendor.
  • Clear Demonstrations of Quality Standards: Highlight your certifications (ISO, AS9100D, etc.) prominently.

Remember, investing in robust content pays rich dividends. You’ll attract higher-quality leads and streamline the sales process because prospective buyers will come to you already well-informed.

For further insights into the content preferences of engineers, see my post: “What Content Do Engineers Want When Visiting Websites?”

Industrial Website Redesign Isn’t Just Skin-Deep

A visually appealing industrial website is essential, but it can’t stand alone. Form follows function, especially when it comes to technical audiences. Strategic web design for the industrial sector must consider the following:

  • Intuitive Navigation: Make it effortless for visitors to find the necessary information.
  • Fast Loading Times: Engineers expect quick access to critical data.
  • Mobile Responsiveness: Your website must work flawlessly across all devices.
  • Strategic Calls to Action (CTAs): Guide visitors toward the next steps in their journey.

Moreover, your industrial website redesign must align with your existing sales process instead of another same old “me too” industrial website.

The Case for Professional Help with Industrial Website Redesign

With the rise of DIY website builders, tackling an industrial website redesign in-house might seem tempting. However, there’s a reason why industrial website design prices can vary significantly.

A $5,000 website might get you a basic online presence, but it’s unlikely to address the strategic complexities of creating a true lead-generation engine.

Here’s what often gets overlooked when companies opt for a DIY approach:

  • Lack of Strategic Content Planning: Producing robust content that attracts qualified leads takes research, time, knowledge, and expertise.
  • Underestimating Technical Requirements: Industrial websites must meet specific SEO and user experience standards that generic website builders might not fully support.
  • Neglecting Sales Alignment: A website that doesn’t integrate with your sales processes creates friction, not potential customers.
  • Prioritizing Look Over Functionality: A visually appealing website that doesn’t convert visitors is a missed opportunity.

Professional web design agencies specializing in the industrial sector understand these nuances. They invest time into developing your unique messaging, ensuring your technical content is optimized, and designing the website with your buyer’s journey in mind.

While there will always be lower-cost website options, remember that your website is an investment, not just an expense. A strategically designed website generates qualified leads and delivers a strong return on investment (ROI).

Your industrial website is a critical business asset. It has the potential to be far more than just a digital brochure. It must be the hub of your online presence and a powerful tool for attracting the right leads and streamlining your sales process.

However, achieving this level of success requires strategic planning, focused content creation, and an understanding of the technical requirements unique to your industry. These skills and expertise are not readily available in small to one-person marketing teams which is typical in many manufacturing and industrial companies.

If you’re ready to explore a professional redesign that will truly transform your website’s potential, I invite you to visit our industrial web design services page. You’ll find in-depth information on our process, case studies, and the results you can expect from a strategic partnership. By investing the time to understand our approach, you’ll be equipped to make an informed decision that aligns with your industrial website redesign goals.

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 35+ years of practical manufacturing and industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., a manufacturing marketing agency in Houston, Texas. Read Achinta's story here.
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