What you need on your website to help them make a buying decision
Industrial buyers are interested in establishing a relationship with a vendor- with your company – and the information you have on your website is the key to helping them make that decision. Their time is valuable and whatever you can do on your website to help them make that decision efficiently is, well, good business practices. Foremost Media can help make sure your website brings the important information to the prospective buyer, efficiently and in a manner that will also make sure your website stays in the top search engine rankings.
Valuable Website Information
Take a look at your website and consider the following recommendations to make it more attractive to a potential buyer. These are listed in no particular order of importance because they all are important!
- Associations – Highlight your membership in trade associations. They show you keep up with industry best practices and you stay on top of industry innovations.
- Brands carried – Show the full range of what you carry and sell. Buyers looking at your website want to know at a glance what they can get from you and what you can get for them. List the brands, but showing logos is even better.
- Certifications and Registrations – Buyers are interested in what industry certifications you have earned. Most large buyers insist their suppliers maintain a certain level of certification because it shows you care about the quality control process. Again, logos here are great. If you are registered with industry associations that can put you above the competition, too.
- Delivery Performance – This is a key issue for buyers. If you’ve got a great track record and customer reviews and/or case studies to back it up, then promote it. Quick delivery, zero returns and minimal downtime should be emphasized.
- Equipment List – Buyers want to make sure you can perform the job they need. To show off your capabilities, provide an equipment list and note what you can do. Large size runs? Smaller sample runs? Fabrication to a certain tolerance? Custom work? All this is important and sets you apart from your competition.
- Facilities – Buyers who want to form a lasting relationship with a vendor may want to visit their facilities at some time. Why not give them a look right away? Use photos, videos and even virtual tours of your facilities on your website. At Foremost Media, we can make sure your page still loads quickly and efficiently even with lots of videos, pictures and graphics. And, we’ll make sure its optimized for mobile devices.
- Are You Green? – Sustainability is becoming increasingly important and that could set you apart from your competition. Is there an aspect of your business that is socially and/or environmentally friendly and responsible? Do you recycle something used in your processes? Talk it up!
- Head Count – Do you have the employees to handle a large order? If you have multiple facilities in different geographic areas that are well staffed, that’s something to mention.
- Industries Served – Food, beverage, medical, automotive – buyers want to know what you have experience producing. It reassures them that you have customers in their segment and, as an added bonus, listing these gives your keyword search quotient a nice boost.
- Job Samples – This is where case studies work great and we’ve got some on the Foremost Media website you can take a look at. You can showcase a variety of your projects, talk about any special circumstances – large production run, quicker than usual turnaround, complicated variances – and how you met the demand.
- Key Personnel – Buyers want to know who they can reach when they need to find someone. List key personnel in your departments and make sure phone numbers, extensions and e-mail addresses are kept up to date. If you have an emergency or after-hours phone or e-mail, that’s great.
- Made In… -- If you can use the “Made in the USA” label, by all means, do it.
- News and Press Releases – Here’s your chance to brag. New products, awards – community or industry – acquisitions, partnerships, commercial achievements, there should be a place for them on your website and providing them to the media should be part of your routine.
- Ownership – If your company is certified Women-owned, Native American-owned, Veteran-owned, mention it because buyers may have a supplier diversity goal they need to meet.
- Product Information – Have an online catalog with the specs and other information of the products you can supply. It may seem a little overwhelming to do a full catalog, but Foremost can handle that for you. Make sure you include technical specs as well as feeds and speeds of pertinent equipment. If you have a particular product or process that solves an issue that is rampant in the industries you serve, that’s a good thing to highlight.
- Value Added Services – Are you a one-stop shop? Can you package or offer design assistance? Customers look for that so don’t bury that as an afterthought on your website. Is there a unique service you offer that you know your competitors do not? Perhaps your years in business or your employees collective years in the industry sets you apart.
- “About Us” – You talk about your company history, year founded, let people get a feel for your tradition and your longevity or perhaps your innovation that helped you found the company.
Big Picture Mentality
Sure, a website re-design or even website creation may seem like a daunting process, but that’s what Foremost is here for. You can meet the people who will take pride in giving you the best website with the greatest return on your investment. In this time when everyone is going to the internet, your website is an investment into the future – and we get that.