- Internet Presence, Marketing and Sales -

Your website is the essential foundation for all of your marketing

Derek Brown | | May 29, 2017

When you’re interested in buying a new car, where do you look for information first? The Internet.

Where do you look if you need centerless grinder measurement or a chip and scrap removal conveyor? You start on the Internet.

So do your prospects.

However you choose to market your company, nearly all of it will lead back to your website. This is the first resource potential customers will check before deciding if they want to contact you for a quotation or product. This is why your website must give a powerful first impression. If it is poorly done, you will never get a second chance.

Your website is the base from which potential customers need to access compelling content and effective call to actions. If you succeed with this, you turn your visitors into leads and customers.

Your website as a free marketing tool
You don't have to pay each time someone views your website, unlike other types of advertising which you might engage in online or in print, radio, and television. This free marketing tool can be invaluable to your business. It is available 24/7, provided it is maintained well, and it's convenient for your prospects to browse if it has been designed correctly. All of these things lead to sales.

What makes a website bad?
If it’s been more than three to five years since your last website refresh your site is long overdue for a makeover! Your design is approximately 96% of what convinces potential customers that your company is reliable, trustworthy, and someone they want to do business with.

If you do not have web traffic because your SEO is ineffective, then it is as useful as printing off flyers that you stick on customers' porches during a rainstorm. Traffic is the first step in building your customer base, so you want to keep people engaged. Those who enjoy interacting with your site will spend time on it, and the more time spent, the closer you are to a sale.

What makes a website good?
You can use your website and make the most of every potential customer who reads it. In order to do that well, you are going to need to have strong, relevant SEO or Search Engine Optimization. This means that when a search is performed for manufacturing and machine shop companies, the results will show your business at the top of the list.

The more often people see your website show up in results, the more familiar they feel with it, and psychologically we trust the things we feel most familiar with. You need your site to stand out with engaging and interesting content.

Engaging content
Some forms of content which can engage your potential customer include your website pages, press releases, video, presentations, blogs, social media, photos, and webinars. You always want your content to be relevant to the business that you do and the customers you are serving.

For instance, you might post photos of the latest products you carry or your employees using new and state of the art machinery to manufacture the products you sell. Your blog might talk about the changing industry, or news items with a direct link to what your business is all about. Press releases can let your prospects know that what you do is newsworthy and current.

Building your marketing foundation
Building a professional website is the first step you should take when planning and launching an online marketing campaign. Investing in marketing without a great website is like pouring water into a bucket with holes in it. If you don't have a website that is ready to capture leads, all the effort you'll put into marketing will go to waste.

There are a lot of options for building a website for your business. Pick the one that suits you best and build a better website today.


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.