Successful Websites For Manufacturers Have 5 Characteristics

Your manufacturing company's advanced equipment and machinery may prove to be highly effective and satisfactory, but will your Manufacturer Website be successful?

What are the key elements to successful Websites for Manufacturers?

An efficient website is going to continuously drive results that are exactly in alignment with your manufacturing company's goals and objectives.

For instance, you may have a primary goal of increasing your company's revenue. With that intention, it is essential that your web pages regularly generate highly qualified leads and constantly convert leads to trusted manufacturing customers. Perhaps another goal is to employ more distinctively skilled employees. Thus, a 'Careers' section on your website will be necessary. This will ensure that potential employees can easily and quickly access your company's job openings. As a result, job-seekers will have a simple and straightforward method for applying online.

Manufacturer Website

It is extremely crucial to build brand awareness and acquire trust, credibility and authority in the manufacturing industry, through an online presence. Your web pages will need to specifically attract the attention of your particular industry's audience online. In doing so, your website will continuously generate quality leads and frequently convert those leads to trusted manufacturing customers.

What are the 5 key characteristics to successful Websites for Manufacturers?

  1. Aesthetics
  2. Functionality
  3. User Experience
  4. Messaging
  5. Search Engine Optimization

01. Aesthetics

How does your Manufacturer Website look and feel when navigating through the web pages?

Your website will, essentially, be a key decision-maker for potential buyers who are merely considering purchasing a manufactured product or service.

Did you know about 70% of buyers are more than likely going to learn more about a certain manufactured product or service when there is a video provided or useful and informative content available?

Look & Feel

Research indicates that around 70% to 80% of individuals will precisely review your manufacturing company online, analyzing your website, prior to converting to a trusted customer. That being the case, it is critical that your web pages are aesthetically pleasing to browse through. The visual aspect of your website, or how your web pages look and feel, determine the aesthetic appearance. The aesthetic layout of your website will be a reflection of your manufacturing company.

An aesthetically pleasing website will clearly display the core of your manufacturing company, while providing the desired elements that your particular targeted audience is looking for in a manufacturer. It is necessary that your web pages are composed of, both, visual and informative content, perfectly balancing the two. With an aesthetic manufacturer website, you will start to build trust and credibility with your audience online.

02. Functionality

Does your Manufacturer Website properly work and function as you would have expected it to?

Functionality is what makes websites for manufacturers successful. Your website should be effectively functioning as a tool for your company.

  • Is your website frequently generating new traffic?
  • Are you regularly gaining quality leads?
  • Do your web pages convert leads to trusted customers?

A properly functioning manufacturer website is going to be composed of technology that is extremely solid and has the ability to be simply and continuously updated. It is critical to make certain that web pages are conveniently customizable and can be easily edited, as well. A CMS, or a content management system, is a highly efficient application. This type of application will provide a straightforward method for quickly publishing and managing content on a website.

It is essential that your manufacturer website is accessible to each and every individual, even to the potential buyers who have disabilities. ADA compliance is known as equality, thought and consideration for all individuals who are online. Ultimately, an ADA compliant website is going to ensure accurate functionality for every user who is on the internet. Digital accessibility is vital to the success of your online presence as a manufacturer.

ADA Compliant Websites For Manufactures Are

  • Observable. Alternate how content and information will be presented to your audience on your web pages, such as image, text and video
  • Usable. Ensure that users will be able to browse through your website easily and effortlessly
  • Helpful. Make sure that visitors can clearly comprehend where they are at when they are browsing through your web pages - navigation and menus are critical to a browsing experience that is helpful
  • Robust. Your manufacturing content needs to be universal, broadly accessible and robust - it should be presented in an overall authentic approach, all around, regardless of who your targeted audience is

03. User Experience

Manufacturer Website

No one likes to feel lost!

A website design that has an overall clearness of excess clutter is going to significantly improve the experience that users have on your website. It is important to make certain that your website visitors are always familiar with where they are at and how they can find what they are looking for, when they are navigating through your web pages.

Clear Navigation

It is necessary that your manufactured products and services are quickly accessible.

Potential buyers want to properly access the particular product or service that they are looking for, with just one or two clicks. Categorize your company’s products and services and precisely organize them in the navigation menu of your website. This process is vital to the user's experience, ensuring that users can easily find the product or service that they are looking for, where they expected to find it. If your web pages have clear and straightforward navigation, users will not get confused, overwhelmed or frustrated when they browse through your website.

Simple Sales Funnel

Your potential customers are contemplating whether or not to make a purchase at your manufacturing company.

Your manufacturer website should precisely guide visitors through each phase of the buying process, converting your highly qualified leads into your trusted manufacturing customers. A sales funnel is known as the various stages that your customers will go through in the buyer’s journey. A typical buyer’s journey process involves gaining interest in a particular manufactured product, searching for informative and educational manufacturing content to learn more, committing to making a purchase and continuing to build trust. This is, ultimately, known as the awareness phase, consideration phase and conversion phase.

  • Awareness Stage. Get your targeted audience’s attention and drive traffic to your website utilizing valuable information. This will get them to engage and gain interest
  • Consideration Stage. Informative and educational manufacturing content is going to attract website visitors. Helpful and useful resources are necessary to entice highly qualified leads
  • Conversion Stage. Convert leads into trusted manufacturing customers, persuading them to make a purchase

04. Messaging

One of the most important aspects of your Manufacturer Website is your company's main message.

Does your message clearly clarify what your company manufactures?

When potential customers are attempting to learn what a manufacturing company has to offer, only the first few lines of a web page are going to be thoroughly read. This is, generally, considered to be the most seen area of a web page. Your manufacturing company has successfully captured your target audience’s attention when the following three questions can be efficiently answered, within five seconds of viewing your manufacturer website.

  • Question 1: What product or service is offered?
  • Question 2: How does it make my life better?
  • Question 3: How can I get it?

A messaging strategy should, also, include a one-liner statement. Your company's one-liner will need to be on the homepage of your website, on a variety of landing pages, on various blog posts and even on social media posts. A manufacturer’s one-liner needs to thoroughly address a particular problem that the audience is experiencing, state the specific solution to that problem (your manufacturing company) and communicate the end results.

Position your manufacturing company as the guide and your customers as the hero!

05. Search Engine Optimization

Research indicates that around 91% of users on the internet will not search any further than the very first page of search engine results.

Do not let your Manufacturer Website get buried in the search engine results pages (SERPs).

SEO for manufacturers, or search engine optimization, is known as the precise process of search engines crawling your website, fully understanding your web pages and ensuring that you show up in many search results. You want your website to appear in the search results that are relevant and specifically related to your manufacturing products and services.

Search Engine Optimization (SEO) is how your potential customers are going to discover your company online, allowing you to generate the most qualified sales leads.

What is Search Engine Optimization (SEO)?

  • Keyword Strategy
  • Search Engine Indexing
  • Web-Optimization

Keyword Strategy

Keywords are the foundation of search engine optimization (SEO). A keyword refers to a specific word or phrase that people will use to search, in the search engines. A Competitive Keyword Analysis will precisely identify the valuable keywords that your competitors are currently ranking high for in search engine results pages. This process can, also, be known as a Keyword Gap Analysis. It can efficiently enhance the traffic to your manufacturer website.

Search Engine Indexing

Google Search Console will provide search console tools and thorough reports. These tools and reports will guide your manufacturing company through successfully measuring your site’s search traffic and performance, as well as helping to resolve and fix any issues that could potentially arise. Search Engine Indexing:

  • Optimizes your manufacturing content
  • Alerts your company on the issues that need to be addressed on your manufacturer website
  • Helps your manufacturing company understand how Google Search views your web pages


Website Optimization is going to require a strategy that specifically focuses on the planning, creation, delivery and governance of your manufacturing content. It is critical that you recognize and identify what content already exists, what content should be created and why that content should be produced. Successfully create content that is meaningful and valuable to your target audience as a manufacturer. In doing so, your audience will regularly engage with your manufacturing company.

Successful Manufacturer Website

How does your Manufacturer Website compare to your competitor’s website?

Driven Digital explicitly focuses on Websites for Manufacturers and Industrial Service Providers. We design websites that are appealing to your particular target audience, making certain that your web pages are a comprehensive sales tool.

You are extraordinary at what you do, and our team is certainly advanced at building websites for manufacturers. Your management team shouldn’t have to take their eye off of the company’s production to ensure that your website is keeping up with the competition.

What are the end results that you want from your Manufacturer Website? Our primary objective is your manufacturing company’s success.

Schedule a meeting, today, with our experienced team of website specialists. We successfully build websites for manufacturers that get results!

P.S. Rebuilding your website can seem daunting. We get it! But it doesn't have to be. We have a FREE Website Rebuild Checklist for Manufacturers. Our highly effective strategy and task list will get your manufacturing company ahead of the competition.