- Internet Presence, Marketing and Sales -

How the right website protects and builds your professional image

Derek Brown | | May 29, 2017

You are in the manufacturing world. It doesn’t matter whether you’re in aerospace, automotive, construction & mining, household appliances, or metalworking. You make stuff and you’re good at it.

How good are you at First Impressions? It’s not naturally your business, but it’s a critical component of your marketing strategy.

Did you know your website probably represents more first impressions for your business than any other tool you have?

As with any aspect of business, first impressions are critical when a potential customer is looking at your website. Regardless of the professional qualifications of your team, or having the latest manufacturing tools and machines if your message is not clear, someone reading your website can forget about you almost as fast as they can click in search results.

In two-tenths of a second, a prospect looking at your website can decide if your company is approachable or distant, friendly or aloof, reliable and authoritative or questionable. In just 2.6 seconds, the way your website looks will reinforce that first impression. They will then determine if your company seems to be trustworthy, competent, likable, and confident. Or not. If you want to make those seconds count, here is how to do it right.

Image
Your website should be quick to load and have a professional look. Websites that are slow to load are often closed before they even complete loading. Studies have shown that if a website has unappealing content or graphical layout, 38% of prospective customers looking at your site will go elsewhere. 75% will judge whether or not your company is credible, trustworthy, and more based on your company's website design.

You need to put your best graphical foot forward because your website reflects on your business. Nice images and easy website navigation increases prospect trust levels. Pictures that are not related to your product or company should not be on your site. Instead, choose examples of what you do, your shop, key equipment, examples of items you manufacture and showcase those along with the information your customers will most want to know.

The time, date, weather, or news is probably not what your customers are looking for. Your latest products or specialized services, however, will be attractive to a potential customer.

Multi Device Compatibility
The average Internet user will have a computer, smart phone, and possibly tablet. They will want to be able to view your site from any of these devices with relative ease. That is why it is important to have your website designed with compatibility so that it looks the same and delivers the same information whichever format it is being viewed on.

This is another area where continuity equals reliability in the mind of a potential customer. An incompatible device can mean lost sales, because your prospect has no persuasive reason to find another device to view your website on.

How to Keep Them Looking At Your Site
If you design your site with relevant content, compelling graphics, and a clear message, you will capture much more of your prospective customer's attention. They will be able to relate to you as an established business with credibility and knowledge. That is what they are looking for when they are searching for a business.

For instance, in manufacturing and machine shop companies, quality of product is the key to better sales. You escalate those sales by building the trust. Relevant content keeps customers and potential customers engaged. You might try an email newsletter; when produced regularly, this can show your stability as a company, while your content is engaging the customer based upon your knowledge and expertise.

 

 

Derek Brown

Derek is Co-Founder of Pronto Marketing and Editor-in-Chief of Industrial Marketing Works. He worked as a Microsoft Director for over 13 years, specializing in the small business segment. Derek is an active speaker and community leader in entrepreneurship, start-ups, digital marketing, and more.