Five Ways to Overhaul Your Manufacturing Website

In simpler terms, your website should be your virtual voice and salesperson. And just like you would assess your employees' performance after working for you, you must also regularly assess your website's performance to ensure that it works at its optimum capacity. Regular performance checks will help you make important updates and quickly identify potential bugs and issues. It also informs you when it's time to redesign a manufacturing website to meet contemporary standards.

There are several reasons why you would need to redesign a website, but you must ensure it aligns with your business's marketing and advertising goals while doing so. You must also know which areas need upgrading and research your target audience to keep up with their current preferences. This article lists a few key reasons why you should redesign your manufacturing website.

Your Website is a Part of Your Business' Marketing Strategy

If you are rebranding your business, you must also ensure that your manufacturing website has been included to give your brand a more consistent look. After all, your website is an extension of your brand if you have one, and your customers must have a consistent experience. If your manufacturing website doesn't reflect your business, a potential customer might feel they are visiting a malicious webpage.

Drive More People To Your Website

One of the best ways to drive more traffic to your manufacturing website is introducing a new blog section. Websites with blog sections tend to fare better on search engines. It is one of the smartest website marketing strategies. But your blog feature must be very strategic and needs some planning to make it successful. Ensure you use keyword research to help you understand what your target audience is searching for on search engines, and then include them in different sections of your blog posts.

Make Your Business Website More Functional

You must ensure that your manufacturing website is easy to navigate, use, and understand for your customers and your behind-the-scenes marketing team. As you generate more traffic to your website, you need to include new features that can meet your customer's expectations and serve them well. Functions such as live chats and multi-language options are excellent examples.

Ensure Your Website Works on Both Desktop and Mobile

About 58% of organic search engine requests and visits in 2019 came from mobile devices like smartphones and tablets. Because the majority of people prefer to use these handheld devices to browse the internet, many search engines usually include mobile-friendly website results on their first pages. That's why you must redesign a manufacturing website to optimise for desktops and mobile devices.

How to Overhaul Your Business Website

It might surprise you that about 38% of online users will leave a website if they don’t find its interface to be user-friendly. That’s why it’s an important factor to consider when redesigning your manufacturing website. In simpler terms, the main idea of user experience (UX) is to think about the browsing experience from your visitors’ point of view. By doing so, you would be able to create a website that makes shopping more enjoyable for them. An excellent user interface also adds to your business’s credibility, which is something a business can’t flourish without.

When it comes to a full website redesign, ensure that you do it every few years to keep up to date with the latest trends and technological advancements. However, you can still improve your UX in the meantime to ensure that your customers are always kept satisfied and do not take their business elsewhere. View your business website as a potential customer and flag down any issues that you think can ruin their shopping experience. You can make page loading times faster or use better-quality pictures and videos of your products, for instance.

Example: The image above shows a Master Key Systems' guide to euro cylinder locks that has been designed to enhance the user's experience whist learning about the product.

Perhaps you’ve realised that there’s been a drop in the number of visitors to your manufacturing website and have been looking for a smart way to drive more traffic there. Part of your website overhaul should make provisions for mobile device optimisation. A more responsive web design can increase your traffic more than you can imagine. Most customers are more likely to spend time online on their mobile devices than on their computers in this digital time. If your manufacturing website isn’t optimised for such devices, they will likely shop from a website that is, putting you at a loss.

Optimisation also helps to improve your search engine rankings since these search engines are more likely to favour mobile-friendly sites. If you’re not sure your manufacturing website is optimised for mobile devices, you can take Google’s Mobile-Friendly Test. For better results, it would be best to consult with experts who are well-versed in mobile optimisation to help you come up with an SEO strategy for websites and ensure that your website works on all devices. Having a responsive website will boost your business, help you generate more traffic, enhance your brand and make your online presence more credible.

Tools like Google Analytics help you track your website’s performance by providing quality data. It helps monitor how much traffic your website receives, as well. If you haven’t relied on any analytics or traffic monitoring tools, ensure that you consider doing so in your next website overhaul.

Website analytics tools give you accurate data that helps you better know your audience and identify areas that you can fix to enhance their user experience. These tools can give you information about your audience’s geographic location, age, gender, and interests. With this data, you can craft messages to easily appeal to them and get them to visit your website to shop. It’s a great way to develop a content strategy for website.

You can also easily track your sales metrics and identify how you can increase your sales. These tools can provide the following.

  • Accurate information on how much profits you’ve made
  • Your best-selling products
  • Conversion rates in a report

So, what’s the best website analytics tool to use? Well, there are several out there. However, we recommend using Google Analytics, the most popular website analytics tool currently. Plus, it is 100% free, making it perfect for beginners who now understand how analytics and metrics work.

Example: The image above shows Trailer Engineering's Google Analytics organic traffic stats from the 1st October 2021 - 31st March 2022 (a 6 month period)

Suppose you want your business website to maintain or improve in Google rankings. In that case, you must understand how search engine optimisation (SEO) works and how to keep up with the rapid changes in that industry. Here are a few ideas to help you develop an SEO strategy for website.

Search engines like Google consider several factors when ranking websites, so there’s no surefire tip or trick that can help you get to the top immediately. However, it is well established that you need to create organic content that is relevant to your audience to help you rise up the ranks. It is also good to link your social media content to your website.

When creating content for your website or social media posts, take some time to research relevant topics and keywords that are currently popular. You must also be consistent with the content you post, as this drives more traffic to your website. Ensure that your content is not only readable but also authoritative and real. Knowing and understanding your market will help craft content without it sounding too foreign or technical to them.

Another great way to revisit your SEO strategy is to invest wisely in an SEO tool. Yoast is one of the most popular options for many SEO experts. These tools are designed to help you find keywords to help you compete better with other blogs and businesses.

We call this conversion optimisation. Conversion rate optimisation (CRO) involves increasing the percentage of conversions from a website. CRO is extremely important because it allows you to lower how much you spend on customer acquisitions but receive more value from your current visitors. When you optimise your CRO, you increase your revenue per visit because your visitors spend more time on your website; this can help you gain site authority and visibility, in turn increasing the amount of customers you recieve and allow you to expand your business.

A good CRO strategy can help redesign your website to meet your customers’ tastes through A/B testing, giving you information on certain customer habits that your customers didn’t know they had.

It is also a great way to improve your search engine results page (SERP), your search engine rankings. Most search engine users typically choose one of the top three search results. With a good CRO strategy, your website could be one of the top three results, helping to drive more traffic to your website.

We hope that we’ve provided you with sufficient information on how to start a website design and that you understand the need for rebuilding a website. It takes a lot of planning and strategising, so don’t focus only on aesthetics. Ensure that solid and accurate data back every decision you make. With our comprehensive checklist for website redesign, you should be on your way to meeting your business goals.

Example: The image above shows a conversion optimised internal web page for Nova Catering. This particular page drives conversions for their 24-hour emergency call-out service.

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