Website Marketing: 6 Online Tips to Stand Apart


For manufacturers, websites are your front door to the world, featuring and selling your products 24/7. It should be no surprise that a poorly executed or rarely updated website can lead to a loss of credibility and sales by potential buyers – not things you need. But when you commit to keeping that website fresh, you should be purposeful in your planning and strategic in your approach. Here are just a few ways you can stand apart from your competitors with a great website.

1. Write for the Buyer

Manufacturers tend to deal with products and services that are generally more technical than the average person gets. Although your audience may consist of similarly technical individuals, your content should be written strategically so even someone who has no knowledge of your product (think procurement people or executive buyers) can clearly understand what your company provides. Avoid too much jargon or technical terms and explain things in the most basic of ways. If a potential client can’t quickly and clearly understand what they’re buying, then their interest is likely to wane and their time on your site will suffer.

2. Create Engaging Content

Face it – we live in a fast-paced, mobile world. Your buyers are becoming more visually oriented and in the interest of time, they’re skimming through your content. So create copy that is short, engaging and relevant. Ask yourself if there are better ways for your audience to interact. Visual content is a great way to go beyond the basic, and oftentimes wordy, description of an item. Would something would be better described through a video? Would an informative graphic better explain a step-by-step process? In addition to speeding the flow of information, adding rich media such as video to your website can help improve online search results and draw more visitors.

3. Increase Your Exposure

Search Engine Optimization, or SEO is the process of improving how search engines like Google or Bing rank your site against your competitors. If you are unfamiliar with SEO, think of it this way: What sort of words or terms would someone type into Google to find your products? After identifying those keywords and phrases be sure you are using them throughout the content on your site. Remember, if search engines can’t find you, then neither can your potential clients. There’s a lot more that goes into SEO, but this is a good place to start.

4. Celebrate Your Achievements

Has your company been recognized in your industry or community? Have you received awards, certifications, or media acknowledgements that set you apart from your competitors? Your website is the perfect place to brag a bit. That’s sometimes uncomfortable for companies, but admit it: if you don’t brag about yourself, who will? Listing these achievements (and posting their logos, if available) lends credibility to your company, fosters goodwill, and helps to set you apart in the eyes of your potential buyers.

5. Keep Contact Info Visible

Make it easy for buyers to contact you. Whether it is a phone number, chat link, or a simple submission form (or all of them), contact information must be easy to find for those with questions. Really evaluate how many clicks customers must go through and work to minimize them. Keep contact forms simple and try not to have too many required fields. Keep phone numbers near the top of your pages and clickable for mobile users. Add street addresses and maps if necessary, so they know where to find you. Then put everything to the test with some family or friends to make sure numbers and links can be found and forwarded as intended.

6. Integrate Social Media

Oftentimes manufacturers are reluctant to integrate social media strategies into their marketing, but you shouldn’t discount their impact in professional circles. Social media platforms such as LinkedIn, Twitter, Facebook, and YouTube (and dozens more) can help build awareness and drive traffic to your website. It’s a great way to engage prospects and buyers in a cost-effective manner, while providing an opportunity to interact with them and gain feedback. However, consider that social media is no longer about how many “likes” you get, but more about how you interact with your audience to satisfy their needs. Social media works to start the conversation and help drive traffic to your website. That’s where the real customer conversion should take place.

So there you go; six tips to improve your online marketing. Certainly there are hundreds of other strategies to hone and refine your site, but these tactics should get you well on your way to standing apart in a crowded marketplace. If you have questions or need help with your implementation, give B63 Line a call today.