Weblinx, Incorporated

Manufacturing Web Design

Manufacturing web design has changed significantly in recent years, right along with the industry itself. It used to be enough to have a simple web portal that could show off a few machines, and maybe a factory floor, with a phone number to request quotes. Now the process of online marketing is becoming automated just as the manufacturing process is.

As with all things web-related, however, it’s easy to find yourself working from the wrong blueprint. That’s because not everything you can do online is effective or efficient, particularly if you are in the business of designing, making, and shipping physical objects.

Weblinx, Inc. specializes in website design for manufacturing businesses such as electronics, fabrication, special equipment, flexible packaging, and tooling. We look forward to learning more about your manufacturing business and digital marketing goals.

Our Work

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The Best Manufacturing Websites

Manufacturing typically is not thought of as an Internet-centered industry, but the fact of the matter is that the right website can help your business to find customers while saving time and money.

Let’s look at a handful of features that actually make a difference when it comes to manufacturing website design. We’ll begin with the simplest point, and the one that is easiest to overlook.

The Design Should Be Clean and Engaging

It’s easy for manufacturing website design to take a utilitarian turn. By that, we mean that a lot of executives (and more than a few web designers) follow a “nuts and bolts” approach to the process. They only want to put forward the bare minimum, thinking that customers only compare quotes and costs.

Obviously, your pricing strategy is going to affect sales. However, first impressions are hugely important – in manufacturing or any other business. If your website has clean and engaging structure, it’s going to be easier to understand. Moreover, it will help the first-time visitor get the impression that you are organized and efficient.

To understand how powerful this effect is, consider the other side of the coin: imagine you visit a manufacturer’s website and found it to be cluttered or outdated. Would you want to trust that company to follow through on their quotes or meet tight delivery deadlines? Would you assume they were keeping up with the latest production trends and safety regulations?

Manufacturing might not be as glitzy as some direct-to-consumer businesses, but that doesn’t mean your website shouldn’t be an effective marketing piece. Get one that’s designed and organized in a way that will move sales forward.

Important Details Need to Be Front and Center

No two manufacturing businesses are the same. There are things you probably do better, or differently, than your closest competitor. There may also be certain types of contracts you don’t want, even within your field or specialty.

These sorts of distinctions should be highlighted clearly and prominently on your manufacturing website. Doing so will help you separate yourself from all the other manufacturers out there. It will also encourage visitors to self-select, meaning they are less likely to contact you for quotes if they aren’t a good fit. That saves time and money on your end.

Which details are most important for visitors to know? You might include things like the following:

  • Which types of materials and industries you work with
  • Whether you have minimum or maximum order sizes
  • If you offer design, blueprint analysis, or other add-on services
  • Where you will or won’t deliver products

These are only examples, but they help make a bigger point. Someone who is coming to your website for the first time should understand very well what makes you the right or wrong choice for their manufacturing project. Accomplish that and you’ll help your entire business run more smoothly.

Mention More Than Manufacturing

Most of the manufacturers we work with don’t only build things. The majority also have design departments, cost improvement specialists, and logistics experts on staff. Even if you don’t have people in those formal roles, you probably have the ability to help designers and retailers come up with better products, lower their costs, and take the kinks out of the fulfillment process.

All of these capabilities need to be mentioned on your manufacturing website. Never assume that your customers will know you offer these services or understand the extent to which they could provide added value.

It’s valuable to reference these extras on your home page, and within any service descriptions. You might also have parts of your website that reference any special skills or add-on services that are available. For maximum sales impact, however, you should also ensure they are referenced in client quotes and case studies. It’s one thing for you to say you can help a buyer reduce their expenses; it’s altogether different for a website visitor to read a firsthand story from one of your customers about the extra work you did to make their manufacturing contract more affordable.

Make Things Easy for Your Customers

We touched on this in the last point, but it’s worth going further on the importance of spelling out key distinctions. Certain companies require manufacturers to adhere to stricter standards. This could be for legal reasons, or because they want better PR quality assurances.

For that reason, your manufacturing website design project should highlight the fact that you have ISO certifications, purchase fair trade materials, or have been recognized as an eco-friendly business. You could highlight the work you do hiring within certain communities or addressing wage gaps. You might even just point out that all of your work is done within the USA, or another region known for quality and craftsmanship.

Don’t assume your customers (or potential customers) will already know about the good things you do. Make it easy for them by spelling out your special skills or qualifications. At worst, they’ll understand that you are adhering to the same standards as your competitors. At best, they’ll see that you stand out for your integrity and commitments.

Photos Tell a Story, But Facts Back It Up

Finding the right combination of visuals and content is important for any web development project. In manufacturing website design it’s absolutely crucial.

As humans, our brains are designed to process images hundreds of times faster than text. For that reason, it’s important that the pictures on your webpages tell a story. You might want to show off the latest tech, committed workers who are operating safely, or just busy machines and banks of computers.

Don’t rely on stock images – if at all possible get your own custom, branded visuals to use. They’ll be much more powerful than something that could be easily duplicated by another manufacturing company.

Of course, the other side of the equation is just as important. Your visuals can stand out but they should also be backed by solid facts, compelling narratives, and impactful testimonials from previous customers.

To put this another way, the images and text on your website should work together to tell a story about manufacturing quality, reliability, and competitive pricing (assuming those are your strengths). A visitor to your pages should get the instant impression that you run a modern and efficient operation. Then, everything they read should reinforce this point.

We are all built to form first impressions based on what we see, and then to back them up with persuasive facts and stories. Manufacturers should build their websites in a way that works with these tendencies, rather than against them.

Outline the Quote and Logistics Process

If you’ve followed the process we have laid out to this point, then it’s only natural for potential customers who visit your website to want to take the next step. They’ll likely be looking to contact you and arrange for a quote, or possibly even a tour and meeting. You should be working with your web designer to encourage this outcome as strongly as possible.

There are a couple of ways you can do so. The first is to put lots of prominent invitations around your website. Make sure no one could have any difficulty finding the best ways to reach your company.

The second thing you need to do is outline the quoting and logistics process as clearly as possible. You will want someone who is going to work with you to have a very keen understanding of what will happen next if they pick up the phone or fill out a form. Will you respond to them within 24 hours? Can they have a quote emailed directly to them? Is there an online estimator available?

Just as humans are built to make emotional decisions, we also have a natural tendency to fear the unknown. By letting potential customers know about the next steps in the process, you make it easier for them to commit to action. And naturally, the whole purpose of your manufacturing website is to generate sales opportunities.

Want to Work With the Best in the Business of Manufacturing Website Design?

At Weblinx, we have a creative team that is trusted by the top manufacturers from coast to coast. That’s because we don’t only build websites and branding identities – we create systems that increase sales, bring down costs, and make our clients more profitable.

If that’s the sort of service you want from your digital marketing agency, then we encourage you to reach out today. Contact our team to schedule a free consultation and learn more about how we can help!

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