There have been many changes in the sales process for manufacturing companies recently. Manufacturers focus on developing state-of-the-art processes and products, but since they are not too creative in their marketing and sales strategies, they find it difficult to keep up with the developing online market.

Direct selling, door-to-door selling, and walk-ins are a thing of the past, and now, B2B consumers are doing their own research, as well as buying products and services online.

If manufacturers are willing to adapt to changes and stay in competition, then it’s time to make the most of your online store, your website.

When used correctly, a website can serve as a 24/7 sales machine for your business. This tool allows prospective buyers to learn more about your industry, company, products, and services. A website must publish the content that users need before making a purchase decision and allow them to smoothly go through the sales process.

With that being said, manufacturing companies are now aiming to create and design a website that works as a sales machine to generate ROI for their business. These are the steps to follow:

Find Your Buyer Personas

To get started, they need to determine their target audience or potential customers and learn everything they can about them to help them navigate the buying process.

This is essential, since there are different types of buyers just as there are different types of manufacturers. For example, a company that makes machine parts has different buyers than a chemical manufacturer.

Also, a machine parts manufacturer might have 3 types of target buyers such as a distributor, purchasing agent, and maintenance manager. Each person has their own educational background in terms of machinery parts and has different reasons for buying when they land on a manufacturing company’s website.

Know the goals they want your website to achieve

When they have determined their buyer personas, they should know what they want their website to achieve.

Your goal may be to create an e-commerce site that allows you to sell your products and/or services online. Or, they may aim to educate prospective customers about your business, products, and/or services and have them fill out a request for quote.

Perhaps they can learn from their research that their potential buyers know what they want and want to encourage them to get in touch by filling out a form. The makers may realize that they also have different goals due to their different personas.

Keeping your buyers in mind when designing your website

Once the manufacturing companies have identified their goals, their designer will design their website in such a way that the user paths reach the goals that the manufacturers want to achieve. Your website will be developed based on this scheme.

Buyers must be taken into account when designing the website.

All web pages must play a part in the user journey. Otherwise, the content is not as relevant and could confuse visitors.