know edgeIs It Time to Redesign Your Industrial Website?

Sarah Kühn

Is your industrial website just not cutting it anymore?

Maybe it’s been years since your last update, and your website looks like a relic from the early days of the internet. Perhaps your competitors have sleek, modern sites that are stealing your traffic and leads. Or maybe a new generation is taking the helm of your company, and they’re pushing for a digital presence that aligns with their vision for the future.

Whatever the trigger, you know your current website is holding you back. It’s not generating the leads you need, your bounce rate is through the roof, and you’re concerned about the impact on your brand’s credibility. You’re starting to think that a website redesign might be the answer, but the thought of undertaking such a massive project can feel daunting and overwhelming.

At Knowmad, we understand your concerns. For over 20 years, we’ve been helping industrial and manufacturing companies like yours navigate the complexities of web design and achieve real, measurable growth online. We speak your language, understand the nuances of your industry, and have a proven track record of turning even the most outdated and complex manufacturer, distributor, and supplier websites into high-performing, lead-generation machines. A great manufacturing website not only enhances user experience but also ensures clear paths to information, making it easier for search engines to rank your site.

This guide will cut through the noise and help you make a strategic decision about your website. We’ll explore the telltale signs of a site in need of a refresh, walk you through justifying the cost of a redesign, and provide a clear roadmap for choosing a web design partner who can deliver real results.

Does Your Website Need a Refresh?

It’s easy to become blind to the flaws in our own creations. You might think your entire website is doing a decent job, but is it truly reflecting your company’s capabilities and attracting the right kind of attention?

Here are some red flags that signal your manufacturing website design needs a redesign:

Design That’s Stuck in the Past: First impressions matter – especially online. Look at design examples and ask yourself:

  • Visual Appeal: Does your website look modern and professional, or is it stuck in the design dark ages of the 90s?. An outdated design makes your company appear out of touch and unprofessional, driving potential customers away.

  • Mobile Friendliness: Does your website adapt seamlessly to smartphones and tablets? With over half of all web traffic coming from mobile devices, a non-responsive website is a deal-breaker for many visitors.

  • Clear Messaging: Does your website clearly communicate your value proposition and what you do? Or are visitors left confused and clicking away to your competitors?

Performance That’s Dragging You Down: A slow, glitchy website is a recipe for lost leads and frustration.

  • Slow Loading Speeds: Is your website taking forever to load? Slow load times irritate visitors, increase bounce rates, and send a clear signal to Google that your website isn’t providing a positive user experience.

  • Technical Errors: Are you seeing broken links, 404 error pages, or other technical glitches? These issues create a negative user experience and make it harder for search engines to crawl and index your site, impacting your visibility in search results.

Engagement and Conversion Woes:

  • Stagnant or Declining Traffic: Has your website traffic plateaued or decreased? This could indicate your website isn’t attracting new visitors or that your SEO strategy is falling short.

  • Low Lead Generation: Are your contact forms gathering dust? A website that isn’t generating qualified leads isn’t doing its job as a marketing tool.

Failing to Support Your Business Goals: Your website should be a strategic asset, not a digital afterthought.

  • Alignment with Goals: Does your website reflect your company’s current mission, target audience, and value proposition?

  • Sales Support: Does it effectively support your sales process and make it easy for customers to find the information they need and take action?

  • Marketing Integration: Does it integrate seamlessly with your other marketing efforts, such as social media, email marketing, and content marketing?

If you answered “yes” to any of these questions, it’s time to get serious about a website redesign.

Justifying the Cost of a Website Redesign

A website redesign is an investment, not an expense. Think of it as upgrading your most important piece of marketing equipment - the one that works for you 24/7, 365 days a year.

A strategically designed website, optimized for conversions, can attract more qualified leads for your manufacturing business, leading to increased sales and revenue.

Research the websites of your top competitors and analyze their design, content, and functionality, especially those of manufacturing companies.

Here’s how to build a compelling business case for a redesign:

Highlight the ROI of a High-Performing Website:

  • Increased Lead Generation & Sales: A strategically designed website, optimized for conversions, can attract more qualified leads, leading to increased sales and revenue.

  • Improved Brand Image & Credibility: A modern, professional website enhances your brand’s credibility and helps you stand out as an industry leader.

  • Enhanced Customer Experience: A user-friendly website improves customer satisfaction, encouraging repeat business and positive referrals.

  • Reduced Marketing Costs: An effective website can reduce reliance on costly traditional marketing methods, like print advertising and trade shows, saving you money and maximizing your ROI.

Gather Data to Back Up Your Claims: Don’t just rely on gut feelings or assumptions.

  • Analyze Your Current Website Performance: Track key metrics like website traffic, bounce rate, conversion rates, and time on site using tools like Google Analytics.

  • Benchmark Against Competitors: Research the websites of your top competitors and analyze their design, content, and functionality. Are they doing a better job of attracting and converting leads?

  • Gather Industry Data: Research industry benchmarks for website performance and lead generation to see how your website stacks up.

Present a Clear and Compelling Case: Once you have the data, it’s time to make your pitch to leadership.

  • Clearly Define the Problem: Start by highlighting the specific challenges your current website is facing and the negative impact on your business (e.g., missed sales opportunities, low lead volume, outdated brand image).

  • Outline the Solution: Explain how a new manufacturing website's design will address these challenges and contribute to achieving your business goals.

  • Quantify the ROI: Estimate the potential return on investment based on projected increases in leads, conversions, and sales. Use concrete numbers and data to back up your claims.

Remember: Business leaders respond to data and a clear value proposition. By presenting a compelling case for a website redesign, you’ll increase your chances of getting the budget you need to make it happen.

Choosing the Right Web Design Agency

You wouldn’t hire just anyone to build a new manufacturing facility, would you? The same principle applies to your website. Industrial website design requires a partner who understands your industry, your goals, and your unique challenges. It’s a critical asset for your business.

Here are the key qualities to look for in a web design agency for manufacturing companies:

  • Deep Industrial Expertise: They speak your language and understand the complexities of your industry’s buyer journey. A skilled web designer knows how to translate technical jargon into compelling marketing messages that resonate with engineers, procurement managers, and other decision-makers.

  • Proven Design & Development Process: They have a clear, defined process for website design and development, ensuring projects are completed on time, within budget, and to the highest quality standards.

  • Data-Driven Approach: They use data and analytics to inform their design decisions and measure the success of their websites. They track key performance indicators (KPIs) like traffic, leads, and conversions to ensure your website is delivering results.

  • Collaborative Mindset: They work closely with you as a trusted partner, involving you in every step of the process, from planning and design to development and launch. They value your input and feedback, and they’re committed to ensuring your satisfaction.

  • Results-Oriented: They’re focused on creating websites that achieve your business goals, not just win design awards (although that’s nice too!). They understand that your website is a tool for growth, and they’re dedicated to helping you maximize its potential.

Key Questions to Ask Potential Agencies:

  • Can you share examples of industrial websites you’ve designed, and what specific results did they achieve for those clients? (Don’t settle for vague claims – ask for concrete numbers and data.)

  • What is your process for manufacturing website design services, and how do you involve us in the decision-making process at each stage?

  • How do you ensure the website is optimized for mobile devices and search engines? (Ask about responsive design, page speed optimization, technical SEO, and other key factors.)

  • What is your approach to content development and SEO? (Content is king - make sure they have a strong strategy for creating engaging and informative content that ranks well in search results.)

  • How do you measure the success of your websites, and what kind of reporting do you provide? (Ask about their reporting frequency, the metrics they track, and how they use data to drive continuous improvement.)

Red Flags to Watch Out For:

  • Promises of Instant Results: SEO takes time, and website redesign projects require a thoughtful, strategic approach. Be wary of agencies that promise overnight success or guarantee top rankings – they’re likely cutting corners or using tactics that could harm your manufacturing website designs in the long run.

  • Lack of Industrial Experience: Don’t settle for a generic web design agency that doesn’t understand the nuances of your industry. Look for a partner who has a proven track record of success in the industrial sector.

  • Poor Communication or Lack of Transparency: Choose an agency that communicates clearly, responds to your inquiries promptly, and provides regular updates on project progress. A lack of communication or transparency can be a sign of bigger problems down the road.

Don't Let Your Website Hold You Back

Your manufacturing website is the digital face of your company and a crucial tool for growth. If your current website is outdated, underperforming, or failing to meet your business goals, a redesign is a strategic investment worth making.

By understanding the signs of a website in need of a refresh, building a compelling business case, and choosing the right web design partner, you can ensure your new website delivers the results you need to achieve your goals.

Knowmad is a data-driven industrial digital marketing agency with over 20 years of experience crafting high-performing websites for the manufacturing industry, including manufacturers, distributors, and suppliers. We understand the unique challenges of your industry and are passionate about helping you succeed online.

Ready to start the journey towards a powerful new industrial website? Schedule a strategy call with Knowmad today.


Sarah Kühn

As Lead Designer for Knowmad, Sarah helps our clients bring to life their creative visions and establish a compelling, professional online appearance. She focuses primarily on website design, blending beautiful aesthetics and UX to create memorable online experiences.

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