Tips for Manufacturers to Improve Online Leads


By Dennis Mowrey

A recent report released by the Thomas Industrial Network found that 90% of industrial buying decisions are now researched, evaluated and selected online. As more activity continues to move online, it becomes increasingly important for manufacturers to understand how to capitalize on the marketplace. Most manufacturers now have a website and are focusing on increasing online sales, but to take advantage of the uptick in online research and purchasing activity, manufacturers need a website that guides visitors through the buying cycle.

Here are some tips that manufacturers can use to improve their website and capture more leads:

  • Make sure your website mirrors the industrial buying process.

    Jared Fabac of Idea Bright Marketing says that a website should mirror the four steps of industrial sales and provide (1) Discovery – for those site visitors just starting their research process, (2) Research – visitors to the site are looking for information on product specs, materials, and operations procedures, (3) Sourcing – visitors want to see detailed pricing and schematics to ensure that a product meets their needs, and (4) Procurement – can you provide the types and quantities needed.
  • Show off what you have to offer.

    When visitors come to a website, they are going to make a split-second decision as to whether you are able to serve their needs. If they are interested, they will stay and look further, but if they don’t see what they want, chances are they will look elsewhere and end up at your competitor’s site. 
  • Provide site visitors with granular product information.

    Providing the right kind of content to get visitors on your website is important, but having them stay on your website is essential when they are ready to source. In addition viewers want to be able to see side-by-side comparisons in an online product catalog; they want to be able to drill down and get granular information about an individual item that you make.

As the manufacturing environment evolves, make sure that your website evolves to keep bringing in new clients.

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This advice is not intended or written to be used for, and it cannot be used for, the purpose of avoiding any federal tax penalties that may be imposed, or for promoting, marketing or recommending to another person, any tax related matter


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