According to Thomasnet.com and Google, 96% of industrial purchasing decisions involve use of the web at some point; 50% of all industrial purchases begin on the web.
There are numerous, obvious reasons a buyer turns to the web. Two are crucial: speed and product specifications. But everyone is different and customer dynamics should dictate what information is contained on a site. Customer dynamics should, but do they?
I am not the market for my product. The data I think is important about my product or service may not be what my customer is seeking. An old adage still rings true: A customer walks into a hardware store and is reviewing drills. There’s a lot to consider: Brand, power, battery capacity, price, etc. But the customer ultimately doesn’t want a drill, he wants a hole!! The drill is a tool to create the hole.
What are your customers trying to do when they begin the buying process? What is their pain point? What problem are they trying to solve? How do they use the internet? These items must be addressed on a web site. One thing is certain. The quicker they get to the answer, the quicker they will buy. If it’s not quick enough, they’ll be on a competitor’s site in a flash.
When I begin a search for an industrial product, I want to see that product page, not a picture of the CEO or a manufacturing plant. Eventually I may want to learn more about the company via a Company Info tab. But initially, I want detailed information on product applications and uses. I may even want CAD drawings and prices.
What is your customer looking for? You must know. How quick and easy is it to find on your site? Ask someone who is unfamiliar with your web site to hunt down that info. If it’s tough for them, it’s tough for your customers. Make it easier and you’ll experience improved web results.
Wait a minute. Web results? Who tracks them? How?
If you consider your web site a sales tool, you should hold it accountable as such, just like you would a sales rep. What’s your web Return on Investment? A good place to begin is with Google Analytics, a free service with so much data it can be intimidating. But sign up for it anyway and begin spoon feeding yourself. Not sure how to find Google Analytics? Google it!! Ha! Why spend time and money on your web site if you can’t determine its ROI?
There’s a lot of talk about SEO (Search Engine Optimization), improving web traffic to your web site using unpaid techniques and moving your listing hirer up on Google results pages. You can improve web traffic by catering to your customers’ needs. There are three major ways that prospects will search:
1) Company name–if most prospects search for your specific company name congratulations, you’ve got a strong brand and need to protect it (more about that in subsequent blogs).
2) Product or service—that’s when they know specifically what they need. If your product or service is clearly defined with plenty of detailed specifications, your site address is more likely to appear higher on the search results pages.
3) Problem solution—they know their problem but don’t know what’s available to solve it or, at least, to help. This is the toughest to address but can be the very lucrative. The best way to address it is a Frequently Asked Questions list based on what your support people are hearing from customers. Do not base it on what you think prospects should know. It’s what they are actually asking.
One important point on SEO, search sites automatically scan the internet continuously for changes in web sites and specific terms. So the more you change the words on your site, the better. Major changes are not necessary, just a tweak here and a tweak there can do wonders. Also, the automated systems cannot see static catalog pages or photos of pages unless they are tagged. Basically, use active text and copy on your site; otherwise you won’t get the action you need.
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