5 Reasons Why Websites For Manufacturers Fail

Is your Manufacturer Website producing the results that you want? Is your web presence lacking? Let's dive into the top 5 reasons why Websites For Manufacturers will fail.

You want your website to attract the particular audience that is interested in your manufacturing product or service. Targeting the correct audience, as a manufacturer, will generate a consistent flow of website traffic.

It is vital that you become familiar with the behavior patterns of your target audience online. As a result, you can accurately satisfy your website visitors.

Inevitably, there will be users who visit your manufacturer website just to instantly bounce off. It is essential that you fully comprehend why your web page has a high bounce rate and, essentially, why your website is failing.

Manufacturer Website

01. No Clear Call To Action (CTA)

Is your Manufacturer Website clearly telling people where to go? Do users know how to purchase your product or service?

When websites for manufacturers do not have a clear call to action (CTA), users will bounce on a regular basis, exiting instantaneously.

Your visitors will be compelled to learn more about your company and what you have to offer if there is a clear and enticing CTA to guide them. Make certain that you clearly make it known what the next step would be. In short, once a user has discovered your website, what specific action do you want them to take?

  • Do you want to guide visitors to an educational blog discussing your manufacturing content?
  • Do you want to direct visitors to sign up for your company's newsletters?
  • Do you want to entice visitors to browse for a particular product or service?
  • Do you want to guide your quality leads to, eventually, request a quote or get in contact with you?

Clear Calls To Actions

It is crucial that you are clearly directing users to what they are searching for. You want to precisely and efficiently guide your potential manufacturing customers through the buying process, helping them to make their final purchase decision on your manufacturing company.

It is critical that your web pages consist of more than one call to action. Placing a secondary CTA will ensure that your website visitors, no matter what stage of the buyer's journey, can simply access the information or resource that they are looking for. Make sure that your CTAs are clearly noticeable and easily accessible.

In order for calls to actions to be highly effective and successful, it is vital that you are fully aware of who your specific buyer personas are as a manufacturer. A buyer persona is an in-depth description of the particular users who are likely to browse your manufacturer website. Once you have developed a thorough understanding of your company's buyer personas, you can accurately guide your website visitors with compelling CTAs.

02. Not Solving Customer Pain Points

Your potential manufacturing customers have problems - are you addressing them?

If you have not successfully identified your buyer personas as a manufacturer, then you cannot accurately solve your target audience's pain points. Properly comprehend who your buyer personas are. As a result, your website will be able to provide the information that will answer their questions and solve their problems.

Solve Your Target Audience's Problems

It is important that you analyze how users currently interact with your manufacturer website. A customer journey map will help you to improve the experience that visitors have when browsing through your web pages.

A map of your customer journey is known as a visual diagram that illustrates the specific route a visitor takes on your website. This mapping will precisely analyze a visitor, starting the moment they discover your website and until they exit. This visual representation will demonstrate your visitors' approach to interacting with your website, as well as how they utilized your site to solve their problem and navigate towards accomplishing their goal.

This analyzing process, also, offers a way to visually clarify and gain insight into your target audience's pain points. Thus, allowing you to improve and optimize your website.

Not every user is going to experience the same pain point. Users will browse your manufacturer website for various reasons. For instance:

  • Looking to receive your manufacturing newsletters
  • Searching for informative manufacturing content
  • Looking for downloadable catalogs on your machinery, equipment or parts
  • Wanting to request a custom quote
  • Attempting to get in contact with your manufacturing company

03. Confusing Navigation

Nobody likes the feeling of being lost. Do not let potential customers feel lost when attempting to browse your Manufacturer Website.

A website with confusing navigation generates a poor user experience. Website navigation is the particular way users navigate between your web pages and how visitors see what you have to offer.

If your website navigation is not straightforward, it will confuse users when they browse for more details. As a result, your potential manufacturing customers will likely leave, instantly bouncing off of your website.

Understandable Website Navigation

Your visitors will be able to easily browse through your web pages if you provide a direct, clear and straightforward approach to navigating your website. An easy and simple website structure will allow users to quickly find what they are searching for and successfully accomplish their goal. By developing a simple, intuitive and clear way to browse your website, visitors will have an exceptional user experience.

When an exceptional user experience is provided, it will likely

  1. Generate less bounces, lowering your bounce rate
  2. Produce numerous conversions, increasing sales leads
  3. Bring about a greater level of satisfaction

It is vital that you keep your target audience top-of-mind and determine the approach that your buyer personas would take when navigating your website. Accurately guide your website visitors, no matter what stage of the buying process they are in. Provide them with the particular information or resources that are necessary for them to convert to a trusted manufacturing customer. What will your website visitors be searching for?

It is also critical that your manufacturer website consist of a highly efficient content strategy, as well as a clear and direct hierarchical site structure. Thus, allowing visitors to easily and simply navigate through your website's main, key topics. A properly structured website hierarchy will continuously increase organic traffic.

04. No Differentiation

How is your manufacturing company different? It is not quality - EVERYBODY says that!

As a manufacturer, it is essential that you differentiate yourself from your competitors, who are also in the same industry. With no approach to differentiation, your manufacturer website will generate a high bounce rate and produce a low conversion rate.

Differentiation Strategy

A differentiation strategy will effectively yield a greater return on investment (ROI).

The ultimate goal of a differentiation strategy is to get your manufacturing company noticed, enticing your target audience to see what you have to offer and compelling your quality leads to convert to your trusted manufacturing customers. In order to accurately differentiate your manufacturing company from your competition, it is important that you:

  • Precisely organize an analysis of how your manufacturing company and products are different from your competitors
  • Efficiently determine differentiators that your target audience views as valuable and resourceful
  • Accurately show your potential manufacturing customers how your company and products are different and in what way it is beneficial to them

To be successfully noticed by your target audience, it is critical that you offer quality content. Make certain that you are helpful and provide informative content that educates your visitors. Precisely focus on the manufacturing subjects that are cared about most. It is essential that your content is relevant to what you do as a manufacturer and relates to your machinery, equipment or parts.

05. No SEO Strategy

The best place to hide a dead body is on the second page of Google search results, because no one looks there!

How is your Manufacturer Website currently ranking?

Without an SEO strategy, your website will not rank high in search results. Ranking poorly in search engines will drive a low amount of traffic to your website. Low website traffic means that your manufacturing company would not get noticed by your target audience online.

A highly efficient SEO strategy is necessary for manufacturers who are wanting to attract the correct audience and generate a constant flow of traffic from the internet.

What Is SEO?

SEO refers to search engine optimization. SEO is when search engines crawl your website, understand it and ensure that it shows up in search engine results pages.

As a manufacturer, you want your website to show up in relevant search results when a user searches for products, services or information related to your manufacturing company. Search engine optimization is how your potential customers discover your company online. There are 3 key aspects to SEO:

  1. Keyword Strategy
  2. Search Engine Indexing
  3. Web-Optimization

Keyword Strategy

A keyword is a word or phrase that is typed into search engines. A competitive keyword analysis will identify valuable keywords that your competitors are ranking high for. A competitive keyword analysis can, also, be referred to as a keyword gap analysis. A competitive keyword strategy will help to continuously drive traffic to your manufacturer website.

Search Engine Indexing

Google Search Console will provide efficient tools and reports. These highly effective tools and thorough reports will help your manufacturer website in various ways. For instance:

  • Measuring the search traffic & performance of your website
  • Alerting you on the issues that need fixed on your website
  • Fixing your website’s issues
  • Helping your website to rank higher in search engine results pages
  • Optimizing the content on your website
  • Helping you to comprehend how Google Search views your web pages


A web-optimization strategy precisely focuses on the planning, creation, delivery and governance of your manufacturing content. The goal of web-optimization is to produce meaningful content that will get your target audience to engage with your web pages. Create content that is valuable, educational and informative, discussing your manufacturing products, services and company. Doing so will position you as an authoritative and resourceful manufacturer online. It is, also, important to identify what content already exists, what topics should be created and why the content should be produced.

Successful Websites For Manufacturers

Most manufacturers lack the time and expertise to build a website development plan that gets results.

At Driven Digital, we are manufacturing focused and we know what works for your industry. Our team employs a 4-step process that will simplify the user experience on your website and efficiently grow your business. The manufacturer websites that we develop come with a strategy-based design, effectively converting more leads to trusted manufacturing customers.

Schedule a meeting with our team today to start growing your manufacturing presence online.