Manufacturing Website Design: How To Attract A Global Audience

July 26, 2017 |   4 minute read


Manufacturing Website Design: How To Attract A Global Audience

Manufacturing website design, like web design in any industry, is focused on delivering solutions to the people who need them. Manufacturing standards are not the same from one country to the next. Good news is, web design standards that sell those products and services are. Elements of good web design are universal; it’s the audience that varies.

When you apply these elements and customize your content (be wary of duplicate content) you can optimize your manufacturing website and lead the buyer to you.
On average, "B2B Researchers do 12 searches prior to engaging in a specific brand’s site.” (Google 2014). This means your audience is particular in what it seeks. So be particular in the solution you provide so you reap maximum benefits.

Defining your target audience is the first step to manufacturing website design success. The other components needed are outlined below, plus tips for what makes a good web page. Use proven web design standards so you can attract new sales by tailoring your pages to suit your buyer personas.

What Makes A Good Web Page? Three Copywriting Principles:

Manufacturing Website Design1. Know your target audience.

Determine what benefits are needed by identifying common industry problems. Open a dialogue with co-workers, clients, other businesses. Look into relevant Google searches, conduct surveys, whatever puts you in touch with the greatest need so you can shape your offers accordingly.

Also, visualize who could benefit the most from your current products and services. A clear picture of who you are trying to reach smooths the lines of communication. It helps you optimize your manufacturing website with useful content.  Write blog posts of popular industry topics to show your understanding of consumer needs.

2. Answer clearly and concisely: WIIFM?

Customers want to know: What’s In It For Me? (WIIFM). What is your target audience looking for, and how can you provide it? What makes a good web page is content wholly focussed on answering this question. Provide it in a user-friendly manner. Hook the interest of those B2B searchers mentioned above.

Your task is to transform features into benefits, as copywriters do. Share more than product and service descriptions. Share how they function to solve a pain-point for the buyer. This content may take the form of instructional videos, articles, images, whichever are best suited to meet your audience’s needs.

Tip: Don’t overwhelm the reader with too much content at once. Space it out between pages. Consider separate pages for different countries when customizing content.

3. Present a content offer of value.

When you understand the role benefits play in tying together features and audience, you can present an offer of value. Place your call to action where it will get the most visibility, on the homepage. A visitor may be there one minute and gone the next. Give them something to think about.

Keeping up with the competition requires a design strategy made for the modern tech user. It also means keeping up with your audience. They expect quality web design only a business willing to budget for its web presence can provide. Not convinced? Check out Hubspot’s stats on improved sales performance and start making your case up the ladder. Here's how and why you should budget for your website to make sure you get quality manufacturing website design.

Need Assistance Building an Effective Web Presence?

Optimize your manufacturing website design for improved sales. Know your target audience, ask WIIFM, and secure a budget for good web design. All effective company websites employ these principles, whether launched in Canada or abroad.
All departments benefit from improved connections with your target audience.

55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like.” (Content Marketing Institute, 2015) (Source:

Here’s a Tangible Words resource guide to help clear things up.

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