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Why Your Website Doesn’t Generate Leads (and what you can do about it)

Cain & Company
July 23, 2019

The promise of a website for many manufacturing companies was for it to be an online sales rep where customers would request a quote at any time of the day or night and new business would roll in 24 hours a day, seven days a week. But for many manufacturing companies, that promise falls short of their marketing expectations, leaving industrial marketers frustrated that they aren’t generating enough leads.

Some manufacturing companies compensate by investing more time and money into one-off marketing activities for a short-term traffic boost, but still do not see the payoff in terms of increased leads and sales. Is lead generation and customer acquisition a priority for your company?

Individual online marketing tactics, like the occasional blog, search engine optimization (SEO), social media, and paid digital ads can produce a spike in website traffic. But while the they may attract visitors, many manufacturing company websites lack a process to convert those strangers into leads and a long-term plan to nurture leads into customers. Only a fully integrated inbound marketing strategy is designed to use a mix of marketing tactics, along with marketing automation and sales software (CRM), to convert online leads and nurture the most qualified prospects.

Read our article about how to develop an inbound marketing strategy.

Most websites already rank in search engines and do, in fact, attract some visitors. Sometimes the problem isn’t traffic – it’s conversion. The fact is, most visitors do not do a Google search because they want to buy your product. At least not yet. While a “request a quote” form is a mainstay for most manufacturing company websites, most website visitors are far from ready to make a purchase. Usually, they are simply doing their due diligence, comparing specifications or suppliers, and finding product information that answers their questions.

But whether they found your site in a search result or clicked a digital ad, visitors land on your company’s website because they find the content you provide there helpful in some way. Your goal should be to provide even more of that helpful information to convert those anonymous visitors into qualified sales leads. Here’s how:

Offer Premium Content

Offer downloadable content on your website in exchange for a name and email address. Visitors are often happy to enter their contact info to receive helpful free resources like eBooks, whitepapers, or technical spec sheets that aid in their research and decision-making process.

Point the way with a clear call-to-action

Provide website visitors with a clear next step. Calls-to-action (CTA) can be a simple link, button, or graphic. When clicked, the visitor is sent to a landing page where they can download your free premium content for more in-depth content.

Convert on a Landing Page

This is the point when an anonymous website visitor shares their contact information with you and becomes a lead. Present your offer clearly, eliminate distractions, and make it easy for them to sign up on a web form to receive your valuable premium content offer.

Industrial engineers and purchasing agents of industrial products commonly start their product research with an online search and are attracted to your site by the helpful, industry-specific information you provide. Use the steps above to convert your visitors into leads and turn your website into the lead generation and sales tool you expected it to be.

Free Guide: The Essential Guide to B2B Marketing for Manufacturers

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