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Industrial SEO: Does your Website Content Appeal to Your Industrial Buyers?

The answer is quite simple: Industrial purchases typically present a longer sale cycle and the buyers need more detail.... In other words: Images compel, content sells.

Over that last several years there’s been an apparent shift in website design from a traditional text-driven layout to a more image-heavy format.   I guess many are buying into the old adage that a picture is worth a thousand words. 

People love pictures!  This strategy works great for consumer-based websites, where consumers buy with emotion, the brand is well known, the sale is just a click away or a quick drive to the nearest big box retailer.

So why are industrial and manufacturing companies failing with this new design approach?  The answer is quite simple: Industrial purchases typically present a longer sale cycle and the buyers need more detail.  Images as the main selling feature work best for consumer-oriented sales.  

In other words:  Images compel, content sells.

Industrial website messaging needs to speak to a more complex buyer.   Industrial companies oftentimes sell a more complex product that requires product details to support the sales process.   Content like product specifications, MSDS, cross reference guides, FAQ’s, ISO certs, whitepapers and testimonials, can all support that sales process. 

It’s time to take a new path with a hybrid website approach that still speaks to the technical, financial, and operational needs of your customers’ buying process.   Continue your love affair with pictures but remember to embrace the content that your audience demands. 

Is your website content driving more business?  If not, it’s time to work with an industrial website design and SEO specialist that understands the Internet marketing needs of industrial companies.    For more information about content development programs or comprehensive SEO strategies, contact Pilot Fish at 877-799-9994 ext. 2104.

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