Welcome to Industrial Interface’s Webinar Series: How do Engineers use your website?

Presenters:Chris Powell, VP SalesBrian Jones, President

Questions? email: powell@industrialinterface.com

orask directly within the webinar window

Welcome to Industrial Interface’s Webinar Series: How do Engineers use your website?

Today’s Discussion:

1) How to get more relevant traffic to your website

2) What to do to engage engineers once they get to your website

3) 5 Things that most technical supplier websites are missing

The Ghost of website past:Static, un-optimized websites

Static, un-optimized websites

Content was created and forgotten

Datasheets and downloads are outdated

You look at your website and think that you need to have a better presence online

Most small supplier websites

Summary

Your website is just a Digital Brochure

PRO - Customers can read about some of your products

CON - Traffic is only coming when you refer someone to your site

CON - Content is difficult to change with your business

CON - Your website is not a resource, it is an anchor

The present status quo:Static, SEO friendly sites

Optimization Basics

The 8 Must Haves:

Say what you sell on your homepage

Content (paragraphs should include keywords)

Easy to Navigate

MetaData: Page Titles, Descriptions, and Keywords

H1 Tags (matching page titles)

Internal links to through content (keyword anchor text)

Related “alt” tag in images

SEO friendly URLs

Summary

Most suppliers just buy a website presence!

PRO - You will generate traffic based on the content that you have written.

PRO - You will have a well laid out website that is optimized for the pages you created

CON - You will be reliant upon a third party for maintenance fees and edits/additions to the content on your website

CON - Tracking your efforts can be difficult and futile because you can’t make changes anyway

The Future of Websites:Dynamic, SEO friendly sites

Creating a Lead Generation Machine

Factors to consider when selecting a platform

Price: Prices for a website platform can range from Free to hundred’s of dollars/month

Content/Layout: Knowing what content/graphics you want and how you want them organized.

Architect: Who’s doing the design work and actual programming?

Some Options: Squarespace(visual layout and programming), Wordpress(Great SEO and extremely easy), Drupal(requires more difficult programming, but is used by Whitehouse.gov), Volusion(shopping cart and shipping/billing features), Weebly, TypePad, Moveable Type

Tools for Tracking

Tracking the success of your Machine

Google Analytics➡ Tracks hits, uniques, and other factors

➡ Ties into most of the platforms mentioned on the previous page

Google Webmaster Tools➡ Track all of the ways that your website is analyzed by google

➡ Examine the factors that determine your ranking

Google Keyword Tools➡ Track what related keywords people are searching for

Summary

Content is King!

Set your website up so that multiple people can create blog entries

Have ability to easily add content to the different sections of your site

Use SEO friendly platforms for all content added on top of an existing website

Creating content that resonates with engineers

Make website welcoming

Engage your visitors

Clean layout that is not busy

Organized so that visitors know exactly what you do and can find information easily

Have a clear call to action for your visitors.

Expertise

What should you write about?

Teach your visitors technical information about your products/services. ➡ Tutorials, diagrams, and videos are great content

Explain what differentiates you from your competitors➡ Why should the engineer not take this knowledge and go find another supplier.

Calls to action

What call to action best fits your page?

Phone and Email on every page

Contact Us Form

Whitepaper/Datasheet download

Summary

Engineers want to learn!

Clearly define sections. Engineers like organization

Start with basic content on your website and continue to educate. Engineers will come back to your website to learn more if they see you continually adding valuable content

Mix up the mediums in which you present content. Keep your visitors on their toes by uploading videos, diagrams, whitepapers, and more

5 Things that many supplier sites are missing

One

A clear functional contact us form

21 supplier sites total (small, medium and large companies)79% had contact us forms

of those 79%:0% asked if i wanted their newsletter0% had a confirmation email23% had websites or forms that were broken in some way60% followed up with me from my form inquiry by phone or email -40% followed up by email -27% followed up by phone

of those 60%:they averaged 37 hours to get back to me (2-119hrs)13% followed up more than once

forms:averaged 596w x 757h90% were on white backgrounds95% or more showed their company address and phone number on the page33% or less displayed an email address or list of salespeople

95% or more asked for your name, email, phone, and your detailed question61% asked for your address38% or less asked for your title or country10% had "other" fields (like specific product related questions)

Two

Clear List of Phone numbers/contact info

Data from same study: 100% had phone numbers, but only 33% listed an email address

List contact information based on application/product type not by market segment.

List people, not just a corporate number.

Three

Have a guarantee

How long will it take to receive a call back? 1 business day, 1 business week?

Average company took 37hrs to get back to an engineer, big companies got back within a few hours, but small companies took as long as a week

Communicate with your visitors once they contacted you

Four

Get links to your site and link to others

Link to resourceful sites like Wikipedia or non-profit/engineering organizations in your space

Find tools for Engineers and link to the tools that you think are useful

Solicit other website owners and ask for links back to your site. This includes your principals, colleagues who you work with, and other respected individuals in your market

Five

Fresh Content

Your presence online will grow

Engineers will return and subscribe to your Newsletters/RSS Feeds

You have a way to communicate new products, company growth/milestones, and new technologies

Summary

Websites are living and breathing beings

Must have quality content

Optimized content for SEO

Constantly be building

How Industrial Interface can help

We are world’s biggest marketplace of engineering problems - built by engineers for engineers

Our website design services

We set it up and you run your own website!

Almost guaranteed that we will be less expensive than hiring a developer to do your website

Our designs are simple, optimized, and will be a lead generation machine

No contracts, no maintenance fees. We build the foundation for you to easily add content and bring traffic to your site

Questions

Questions???

Chris PowellFounder, Industrial Interface

powell@industrialinterface.com619.850.0540

Promotion: $5k for a website, 6 filmed(professionally written) Case Studies, 6months of email marketing and lead management

Please email me:**For a copy of the presentation**To schedule a one on one meeting**With individual questions