The 4th Era of Website Design for Manufacturing Companies...and You May Still be in the 2nd or 3rd!!!
Question: Is a website for manufacturing marketing a project focused primarily on:
- graphic design
- coding
- features
- content
The reality is that most companies select either the first or the second, and the result is a website that doesn't serve any of the audiences which include prospects, customers, employees, vendors, community, prospective employees or more.
And that was before AI and changing buyer behaviors completely changed what a website can reasonably achieve and what makes a good manufacturing website.
Joe Jerome has live website design at the intersection of form, function and appearance for years. He has a great sense of UX, business goals, conversion optimization, and ease of maintenance and use, and in this episode we talk through how it's changed. Website design for manufacturing companies is a critical industrial marketing challenge that deserves more thought than it often gets.
Connect with Joe for more insights around website design for manufacturing companies.
Joe's Brand Builder Solutions website |
Turning a Website into an Effective Manufacturing Marketing and Sales Tool - Joe Jerome on Industrial Growth Institute Episode 74
Episode Recap
Summary
In this episode of the Industrial Growth Institute podcast, Ed Marsh and Joe Jerome discuss the critical role of websites for industrial manufacturers. They explore the diverse audience that interacts with B2B websites, the importance of aligning website goals with business objectives, and the advantages of using HubSpot as a content management system.
The conversation delves into the evolving needs of websites in the digital age, the significance of continuous improvement, and the integration of AI in web design. Joe emphasizes the necessity of understanding user behavior through analytics and heat mapping, while also addressing the importance of catering to technical buyers in the manufacturing sector. The episode concludes with insights on when to refresh a website and the best practices for launching a new site.
Takeaways
- A website must serve various audiences, not just prospects.
- Understanding user journeys is crucial for effective website design.
- HubSpot offers superior ROI tracking compared to other CMS platforms.
- AI can enhance website design but cannot replace human insight.
- Websites should evolve continuously, not just be a one-time project.
- Effective websites must cater to technical buyers with detailed information.
- Sales and marketing alignment is essential for website success.
- Behavior tracking tools provide valuable insights into user engagement.
- Customer portals can enhance user experience and provide valuable information.
- Regular website refreshes are necessary to stay relevant and effective.
Takeaway Quote from Joe Jerome
- "A website isn't a project, it's a function."
Outline
00:00 Introduction to Website Strategy for B2B
03:15 The Role of Websites Beyond Prospects
05:54 Aligning Website Goals with Business Objectives
08:05 Why HubSpot CMS is the Preferred Choice
12:27 The Impact of AI on Website Design
16:47 Evolving Website Needs in the Digital Age
25:50 Continuous Website Evolution vs. Episodic Projects
32:42 Balancing Aesthetics and Functionality in Design
39:38 SEO and Migration Management
44:54 The Role of Websites in the Sales Process
46:29 Understanding User Behavior on Websites
50:53 Analyzing Website Performance Metrics
55:29 Leveraging First-Party Intent Data
57:49 The Evolution of Website Forms
01:01:04 The Importance of Customer Portals
01:02:37 Empowering Marketing Teams with Website Control
01:04:03 Key Performance Indicators for Websites
01:05:51 When to Redo Your Website
01:08:12 Adapting Websites for Modern Business Needs
What if Most of What You Know about Manufacturing Marketing is Outdated and Dangerous to Yor Business?
The rules are changing faster than many can comfortably acknowledge or manage. The "rules" of marketing that prevailed from around 2010 through COVID are no longer valid.
Sales approaches that worked, no longer do.
Your website is one piece for sure - and website design for manufacturing companies is a critical topic to ensure it's effective. But there's so much more.
That's what I've outlined in this recent paper.
