As Seen In FEMA’s Shortliner

Consumers reportedly spend six hours online every day. Our phones and computers are our personal headquarters, and we spend more than a third of our waking hours looking at them.

Manufacturers cannot downplay the importance of their website as a marketing tool. It is essential to business growth. Make the most of yours by evaluating your site for these common mistakes.

Mobile Device Compatibility

Recent studies show that over half of all online traffic comes from mobile devices or through mobile apps, and a whopping 72.9 percent of all online sales will be from a mobile device by 2021.

This means that if your website is not mobile-ready, you could be failing to connect with more than half of your potential customers. In fact, users who have a negative experience with a mobile site are 62 percent less likely to purchase from that business.

An easy way to tell if your website is mobile-friendly is to use the Google Mobile-Friendly Test. Find it at

You also should take a look at your website from your mobile device. Are you looking at a desktop version of your site on a smaller screen, or is it a distinct mobile version? Is the design easy to navigate? Do the pages load in three seconds or faster? These are key questions to ask.

Clear Messaging

When someone visits your website, you have five seconds to answer three questions for them.

  • What is it that you offer?
  • How will it make life better?
  • How does a customer buy your products or services?

If you confuse, you lose. When a website visitor exits your site not knowing what you do or how to buy, the site has failed them and failed you. Clarifying your message will engage visitors and grow your business.

Visitors to your site should discover simple language that quickly tells them how what you offer will help them survive and thrive.

Vague messaging is a more common mistake among B2B companies, where the desire to sound professional often overrides the message you want to send your reader. Tell it like it is, and avoid vague or generic language.

Calls to Action

Manufacturers’ websites need clear calls to action, or CTAs. Make it easy and obvious for visitors to request more information or make a purchase.

CTAs are the foundational element in driving sales and boosting business—period. Clear, compelling, and well-displayed CTAs also improve customer experience, streamline the purchasing process, and convert more leads. Among effective CTAs:

  • Call Now
  • Find a Dealer
  • Request A Quote

CTAs generate leads beyond office hours. Studies show that 90 percent of site visitors see them. And, a CTA integrated into the content of your site increases conversion rates by 120 percent.

It is critical manufacturers engage site visitors with the right calls-to-action, at the right time, based on your customer demographic.