Sales & Marketing

5 Signs Your Manufacturing Website Needs A Redesign [Free Guide Included]

To have a well-designed, easy-to-navigate, engaging website that meets the needs of both your customers and your business, you need to invest time, talent and resources into it

Published on
11 Jan 2022
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A decade ago, having a website was cutting edge, but not anymore. 

To have a well-designed, easy-to-navigate, engaging website that meets the needs of both your customers and your business, you need to invest time, talent and resources into it.

Stanford University found that 75% of people judge a company's credibility based on the design of its website. Possibly indicating that websites today play a much bigger role in establishing your reputation, building trust and securing business.

Have we mentioned how quickly web technology is evolving?

Want to use your website to drive leads & sales? 

Check out our guide on website must-haves and best practices for manufacturers.  

Here are five reasons you might want to update your manufacturing company’s website: 

1. It doesn’t look great on mobile

According to Smart Insights, 1 in 5 Google searches are performed on a mobile device. And in the United States alone, 1 in 4 internet users only access the internet on a mobile device. In China that number is close to 100 per cent of the population. 

Mobile devices have taken over the world, and if your website isn't optimised for mobile, it's time you redesigned it. Your stakeholders are part of the larger demographic and are probably accessing your website through their phones. 

Remember: your website's user experience can make or break new opportunities. You don't want to be left behind because you were slow to adopt mobile browsing trends. 

Learn more about mobile optimisation best practices with our ebook on website best practices for textile manufacturers. 

2. Visitors on your website aren’t sticking around or converting 

In web analytics, a high bounce rate, low time on site, and low average pages per visit indicate that your visitors do not find your current site useful for one reason or another.

Likewise, if you’re trying to get a Return On Investment (ROI) from your site, and you’re not seeing potential customers reaching out to you – either because conversion opportunities aren’t set up, to begin with–– it’s likely time to re-evaluate your approach to web and redesign your website with both your target audience and your goals in mind.

You will undoubtedly see increased qualified traffic and leads by first considering the personas and goals for your redesign, then working with your development and design teams to tailor your site to them.

3. It doesn’t speak to your customers 

As a textile and garment manufacturer, you should make sure that your website is visible to brands and designers because it will let them know what fabrics you offer and if your business aligns with their sustainability needs.

Your website is one of your most important business assets as a manufacturer. The look and feel of your site should align with what your current target audience is looking for. If it doesn't, it's time to update it.

There's no denying it, web design trends change rapidly, and an outdated website just looks out of date. It might be something obvious like your copyright information still stating 2009, or it could be a laggy video with a musical intro when a visitor lands on your site, or even the entire website.

A great deal has changed in the way websites work over the years. The focus today is on easy navigation and clean design. If your site is a cluttered mess that looks outdated, it’s time for a re-design.

An article by ResearchGate found that 94% of people believe websites with good design are more trustworthy. Therefore, redesigning your website can help you gain the trust of your customers and potential customers.

A good place to start would be to: 

  1. Implement a chatbot on your website: Chatbots are tailored to providing information customers are looking for. It’s their primary job focus and they do it well.
  2. Use videos to build trust: Videos send signals that show you believe in your product or service. Even when a video is not watched, there is a subconscious trust signal being established between your brand and the viewer. 
  3. Use infographics and provide data wherever you can: Infographics and data can contain a great deal of information without being overwhelming. This is key to communication information they need to rationalise a decision

4. You're unable to update your website regularly 

Content Management Systems (CMS) allow you to manage your website content without using code to update it. For a variety of reasons, it’s important to keep your content relevant, which means you need to be able to edit it whenever easily, without having to involve a web developer to edit the code. 

If you can’t easily make content updates to your site, it’s time for a new one.

The good news is: when you have a site on a CMS, you’re in control. If you need to make a content update to support a campaign, it’s easy! 

Re-developing your website in a CMS is a great move that really empowers your marketing team.

Need help with evaluating your website’s content management system? Talk to a web development expert here

5. You don't show up on the first search page when someone searches for your products  

Search Engine Journal reports that 93% of online experiences begin with a search

Search engines have become much more sophisticated in recent years, so if your organic (non-paid) search engine rankings are low, it could mean it’s time for an update.

People used to think that the key to SEO was to plug your content with as many keywords as possible. 

But that won’t get you far, in fact, it might hurt your website's performance. Today, it’s all about having original, high-quality content on your site, which is why sites with blogs perform so well.

For textile manufacturers: high-quality content includes: 

  1. 101 ebooks: If you want to tackle a dyeing methodology or fibre technology in more depth than a typical blog post can afford and capture visitor information in the process, an introductory eBook can be a great tool. 
  2. Industry Reports: The products and services you offer aren't the only things that your potential customers are concerned with; they have other priorities and projects on their plates as well. Providing insight beyond your capabilities can position you as a really valuable partner — and industry reports are especially powerful in this regard.
  3. Factory Tour Videos: For textile manufacturers, giving prospects a tour of their factories or plants, especially since global travel has not resumed, helps showcase their processes and capabilities and adds a human element to help build a connection.
  4. Comparison Guides: Buyers have many different options, and they may not know which one is right for them. Help set the record straight with a comparison guide that spells out the pros and cons of different approaches. You could apply this to dyeing methods, blends or even yarn spinning. 
  5. Product Videos: The role of videos in content marketing is becoming increasingly important. As a matter of fact, they are responsible for 74% of all online traffic. Consequently, it's no surprise more manufacturers and industrial companies are turning to video marketing to increase brand awareness.

If the content on your site isn't optimised or tailored to your industry and customer segments, i.e, too general, you’re going to have trouble standing out. Creating your site with SEO in mind will ensure that potential customers can find you online.

Now that you know how to make your website more effectively, it's time to decide where to begin. For example, if your website needs content, identify what type of content you need to help your customers make better purchase decisions. If the layout and design are outdated or inconsistent with your messaging, talk to a web design expert who can help you figure out the best design for your business needs. 

On a final note, your website needs to be nurtured and given the opportunity to reach more people. Think of it as your star salesperson and use it as a vehicle to provide information to those interested in your products and processes. Once you do, you’ll see an incredible difference in your returns. Wouldn't you want that for your business?