Author : Molokini

How to Build a Website for an Industrial Brand

Harnessing the power of a website for any organisation is crucial, even for businesses that may consider themselves as primarily offline. Manufacturers, construction firms, engineers, transporters or other industrial businesses often measure success by their ability to build offline relationships – but the web plays a huge part in developing those face-to-face relations. No matter how established your industrial business is offline, it's key to get the basics presented online.

Keep it Simple

When done properly, an effective website has three key characteristics; it grabs a user’s attention, taps into some emotion and is intuitive to navigate and use. Simple.

Given that you actually only have a few seconds to capture a user’s attention, the usability, layout, colours, fonts and images all have a huge impact on whether someone stays on your site, or keeps looking elsewhere.

When searching for service or product providers in the industrial marketplace, clients tend to be most attracted to no-nonsense brands.  Cluttered, disorganised desks in a logistics firm wouldn’t inspire much trust in your company’s ability to work in an organised and efficient manner - and neither does an similarly scattered or confusing site.  The most favoured websites, regardless of industry, in terms of both search engines like Google and users, have very basic, user-friendly designs and plenty of clear/clean space… making it easy to keep the focus on what’s most important - the content.

Avoid Overwhelming Colour Palettes

Websites with an overwhelming array of bright multi-coloured fonts, backgrounds and images will look scattered, unbearable and even cheap to the end user. It’s fairly common knowledge in the web design industry that more neutral colour palettes imply an air of sophistication, class and professionalism .  That’s not to suggest you can’t incorporate one or two bold colours into the mix.  When done right, an attention grabbing accent colour tastefully incorporated into the right areas of a site can give a fresh, progressive feel to the site as well.  And what client wouldn’t respond well to a more progressive manufacturing firm, for example?

Knowing which colour palettes will effectively set your industrial brand above competitors and draw in the right audience for your company can be a daunting task, but fret not.  There are numerous resources available to help inspire the right public image for your business and numerous resources available online analysing which colours inspire certain feelings, depending on your end goals.  If you feel you’re not up to the task of researching the world of colour for branding though, don’t panic.  A specialised marketing firm, like Molokini Marketing, will be well-versed in the most successful palettes for industrial brands and can advise accordingly.

Make Site Navigation Intuitive

If a user becomes confused trying to find their way around at any point – they will quickly find another site that doesn’t irritate and/or baffle them.  One way to tell if this could be an issue for your industrially branded website, is to check the bounce rate in your analytics reports.  A bounce rate over 70% suggests there is something about the design of your website which is making people want to high tail it out of there quickly.

The most well-received navigation on an industrially branded site will be intuitive. Put your primary navigation options like home, about and other important links in an obvious place – usually at the top, based on current design trends. Any less vital links can go at the bottom of your site in a footer (like social media or blogs for example), so as not to detract from the most central information you’re hoping to portray.

When working with clients who need supplies or services from the industrial sector, this is particularly crucial. If you’re dealing in logistics for instance, moving around in a structured and efficient manner is imperative to the success of the business… and your website navigation certainly needs to reflect that. 

Content is Key

Given the fact that most potential customers at the end of the industrial purchasing chain are in self-serve and self-select mode, relevant content in various formats for every stage of the buy cycle on your website is crucial.

Well thought out Content fuels the digital marketing engine, drives traffic and generates leads from industrial websites. More than just a solid foundation for SEO (search engine optimisation), a quality website shows distinction and thought leadership which ultimately leads to better engagement, conversions, acquisitions and retention of customers – and to establish your brand thus, you need a relevant, well planned content strategy.

Use Good Quality Images

Industrial clients have such amazing opportunities for good photography; from the staff hard at work to the unique (and often niche) products they produce.  Unprofessional photos with low resolution will really let down a website, and subsequently, the end use of said site.  We recommend that clients invest in professional photographymixed withhigh quality stock photos, to show that their business is as exceptional as the images they publish online. 

Consider the Browsers (and Mobile Devices) Your Audience Uses

This is where things get tricky – and a quality web developer is essential.  Whether your visitors are using Google Chrome, Internet Explorer, Firefox or Safari (as well as other mobile or non-mobile browsers), they'll need to be able to gain the same information and experience from your site.

Browser compatibility ensures a great user experience every time. User experience (UX) is the ultimate priority when it comes to providing the optimal web experience for your page visitors to prevent users bouncing.  In today’s age, everyone expects things to work quick and efficiently. By ensuring that your web design is responsive and browser compatible, you avoid losing potential customers who won’t change their browser settings just to view your website.

If you have any questions about what Molokini Marketing can offer your industrial brand in the way of web design and support, get in touch with our expert team today at: +44 (0) 1903 207 408

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