At S2F, when we first start working with manufacturers, we’re often told that they historically haven’t had many leads from their website. There’s often a misconception in the engineering industry that manufacturing websites don’t generate enquires, and that instead prospective customers will use more traditional methods of enquiry. This doesn’t have to be true!
While every business is different, there’s no reason why a manufacturer that provides a quality service can’t generate leads from their manufacturing website. While there will always be customers who prefer to speak to a salesperson directly, there are also customers who prefer to enquire through a website for the speed and simplicity it offers.
We see common challenges faced by manufacturers when it comes to generating leads through their website. These can stem from outdated website designs, a lack of website content, and the absence of regular updates to that content. The manufacturers who can overcome these challenges can tap into a tremendous opportunity to drive more leads to their websites, converting more prospects into customers. We’ve seen lead generation from websites increase up to 400% after making improvements to a manufacturer’s website, so we know it can be done!
With that in mind, we’ve listed our top five strategies that manufacturing websites can adopt to increase leads on their website today.
Search engine optimisation, or SEO, is a powerful tool for manufacturing websites that want to drive more leads to their website. Search engine optimisation is essentially the process of using phrases that are searched on your website regularly to show up higher in search results online. There’s a little more to it, but at its heart that’s what you’re aiming to do.
With the right SEO strategy, a manufacturing website can climb the search engine rankings and land on the first page of Google. When potential customers search for services related to your businesses, they are more likely to click on a link that appears on the first page of search engine results. Getting users onto your website is the first step to increasing lead opportunities.
SEO strategy should always start with keyword research to ensure you know what prospects are searching for.
Keyword research involves identifying the most relevant keywords and phrases that potential customers use to search for your products or services and identifying what pages or areas of your website those keywords would apply to, ready for the next step in the process.
Once you have an idea of keywords that you should optimise your website for, the next step is building high-quality content based on those keywords. High-quality content can include product guides, how-to articles, case studies, and industry-specific news and insights.
Each keyword from your research should have its own page on your website. The content on that page should be focused on using that keyword and should provide useful information to the user. It should explain as much as possible about your product or service, what issues customers typically face and how your business gets around those issues. The content should build confidence in your services and convince the reader that you’re the right business for them!
Paid advertising, such as Google Ads, can help manufacturers target a broader audience and drive more traffic to their website.
Paid advertising allows manufacturing websites to target specific demographics and interests to increase the chances of converting leads into customers. Google Ads is an effective way to reach new customers as it puts the manufacturer’s website on top of search engine results. Almost every time we’ve implemented Google Ads for a manufacturing customer, we’ve seen an increase in leads from their website.
Paid advertising is a great way of getting results quickly, combining paid advertising with a longer term SEO strategy can help you to increase leads quickly today, while building up your organic audience in the longer term.
Modernising an outdated website can be a highly effective way of increasing leads for manufacturers. A modern website is more user-friendly and engaging, making it easier for visitors to find the information they need and interact with the manufacturer. A modern website can also improve the manufacturer’s credibility and make it more attractive to potential customers.
Modern websites typically include features such as responsive design, user-friendly navigation, high-quality images and videos, interactive features, and regular updates. A responsive design ensures that the website is optimised for all devices, including desktop computers, tablets, and smartphones. A clear and intuitive navigation structure makes it easy for visitors to find what they’re looking for. These are all features we deliver as standard when we undertake web design for our clients at S2F.
High-quality images and videos can help bring products to life and showcase the manufacturer’s capabilities. Interactive features, such as chatbots, quizzes, and calculators can improve the user experience and provide valuable information to visitors. Regular updates to the website’s blog or news section can help keep visitors engaged and informed, and can also improve the website’s search engine ranking.
Chat systems provide quick and efficient customer service, answer frequently asked questions, and gather information from website visitors, and manufacturing websites are no exception to this.
Chat systems can increase the chances of converting visitors into leads and customers. Manufacturers should implement chat systems to provide their customers with efficient and quick customer service.
At S2F, we’ve implemented free chat systems into manufacturers websites to give them a new method of acquiring leads. Although it’s not right for everyone, we’ve seen manufacturers quote for work within an online chat on their website, so it’s definitely worth testing out.
Publishing regular updates and creating lead magnets can increase the chance of converting visitors into leads and customers.
Creating lead magnets is a valuable resource offered in exchange for contact information, such as an email address. Manufacturers can create lead magnets such as process guides, informational videos, or free resources to incentivise visitors to provide their contact information and become a lead.
This information can then be used to nurture the lead and convert them into a customer. Manufacturers can also create regular updates to their website’s blog or news section to keep visitors engaged and informed – this goes back to the SEO optimisation tip number two of content optimisation, above.
As we’ve learned, manufacturing websites can face challenges when it comes to generating leads through their website. However, by implementing the right strategies mentioned above, manufacturers can tap into a tremendous opportunity to drive more leads to their website and convert more prospects into customers.
Improving search engine optimisation, using paid advertising, modernising the website, integrating chat, and creating regular updates and lead magnets are all effective strategies that can help manufacturers achieve their lead generation goals.
The benefits of these strategies go beyond just driving more leads to the website. By implementing them, manufacturers can improve their brand reputation and credibility, provide better customer service, increase customer engagement, and ultimately drive more revenue for their business.
In today’s highly competitive market, manufacturers must prioritise their online presence and make sure that their website is up-to-date, engaging, and easy to use. With the right strategies and a commitment to ongoing improvement, manufacturers can increase website leads and grow their business.
If you need support with your manufacturing website, or your wider marketing strategy, contact S2F Marketing today. We have a host of experience within the manufacturing sector and we are certain we can help your business reach the goals and targets set for it. Let S2F take charge of your marketing needs with our complete start to finish marketing solution!