- Internet Presence -

How the Right Website Protects and Builds Your Professional Image

Tim Kelsey | Sales and Marketing | October 7, 2016

You are in the manufacturing world. It doesn’t matter whether you’re in aerospace, automotive, construction & mining, household appliances, or metalworking. You produce 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 for a manufacturer to assemble their prototype. Regardless of the professional qualifications of your team, or having the latest industrial tools and automation capabilities, if your message isn’t clear, someone reading your website will 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 shop is approachable or distant, friendly or aloof, reliable and authoritative or questionable. Prospects will determine if your company seems trustworthy, competent, likable, and confident. Or not. If you want to make those seconds count, here’s how to do it right.


Your website should be quick to load and have a professional look. Slow websites 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 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 operation. Nice images and intuitive website navigation increases prospect trust levels. Pictures that are unrelated to your products and parts have no place on your site.

Instead, choose examples of your assembly line, your shop, prototypes, and raw materials and pair them with the information your customers will find most relevant.

The time, date, weather, or news is probably not what people shopping for a tool and die maker need. Your latest jigs, dies, and molds 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 view your site from any of these devices with relative ease. That’s why it’s important to have your website optimized for both mobile and desktop devices so that it looks the same and delivers the same information whichever format it is being viewed on.

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 customers’ attention. They will be able to relate to you as an established factory with credibility and knowledge. That’s what they are looking for when they are searching for a business.

For instance, in assembly line and machine shop operations, product quality is the key to better sales. You escalate those sales by building the trust. Relevant content keeps customers and potential customers engaged. 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.

Tim Kelsey

As a marketing specialist, Tim works closely with our clients to help them build and strengthen their online presence through a wide range of digital marketing channels. He and his team are Google Certified experts who excel at helping small businesses get the most out of their digital marketing investments.