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Posted by Todd Hockenberry ● Jan 19, 2018

Marketing Capital Equipment? 7 Things Your Website Needs

It is beyond arguing at this point that buyers of industrial equipment have changed their behavior based on the Internet. Buyers turn to the internet to look for information about companies and capital equipment prior to purchasing.

That information gathering process is crucially important. When buyers find you capital equipment website, the information they find and the impression your website makes can greatly influence the credibility you have. The buying process can be tilted in your favor from the very first online engagement if your website includes, at the very least, these 7 elements.

1. Great Images

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If you are building a piece of capital equipment, there is no excuse for poor images. Take high-quality photos of your equipment in action and on the floor of your customer's shops. Show real people using it to solve real problems in real situations.  

Videos are also critical for marketing capital equipment. Our clients consistently draw and engage visitors using real videos of the capital equipment being used. Focus on specific solutions and not just feature dumps of your equipment. If the capital equipment solves a problem for a specific industry, processing a specific material a certain way, for instance, then show your visitors.

It’s a mistake to assume that visitors to your website will understand the connection between a piece of your equipment and their solution. Connect the dots for them with images and videos. Again, the more specific these videos and images are the better.

2. Brief Statement of Value

In less than ten words describe what you do, for whom, and why. People either find something compelling on your site in less than 10 seconds or they bounce on to the next site - your competitor's site. Make sure any visitors understand in a clear and unambiguous way what you do and why. The worst thing you can do is leave a visitor to your website scratching their head, confused about exactly what you’re offering.

The rest of the home page can feature supporting information. Things like customer testimonials and other independent corroboration are great because they show visitors that you are what you say you are. This goes hand in hand with great images; you want visitors to very clearly and easily understand who you are and what your offering.

3. Compelling Offer

A compelling offer is a thing that moves a visitor towards a conversion. An offer can be a demo, trial, sample, whitepaper, list, survey, something that appeals to the visitor in terms of the things that they value. If you deliver a particular capital equipment solution that eliminates a manual operation, then an offer that details the benefits of automation versus manually completing the work makes sense from a visitor’s perspective.

The goal with your offers should be to provide something that visitors to your site actually want. Sure, if a visitor is farther into the buying journey they might want a specs sheet. However, a specs sheet is probably not a compelling offer for someone who is visiting your site for the first time. Figuring out what your offers should be is often easier once you’ve completed your persona research and development. You should be creating offers that speak to your personas, that help them solve problems.

The compelling offer is a key differentiator between a catalog website and a good Inbound Marketing website. It is the difference between a billboard and a ‘how to’ guide. Catalogs are about you; valuable offers are about them.

4. CTA/Landing Pages

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Once you have an offer, a CTA or call to action button attracts the visitor to the offer and gives them a place to start the conversion process. CTA's are attractive graphical buttons that draw the visitor’s attention and lead them to the landing page. The conversion takes place on a landing page where the offer is described in more detail, in terms of the value the visitor can expect. There is a form on the landing page that the visitor must fill out in exchange for the offer. So, the CTA leads the visitor to the landing page for the offer; they fill out a form, and boom, conversion to a lead.

Because the CTA attracts attention and funnels visitors to your offers, it is worth spending some time creating them. If you’re unsure what CTAs will work best, A/B testing can help you find the right style and text for optimal results.

5. Sharing Options

Make it easy for visitors to share valuable offers and interesting content using social share buttons. This assumes that you have varied social media accounts set up and active.

We are constantly surprised by how capital equipment buyers use social media. Give visitors a chance to help you spread the word by having active LinkedIn, Twitter, Facebook, and, most importantly, YouTube share options.

6. Easy Ways to Contact

Please list your phone number in prominent places. You want to make it easy for visitors to call you. Hiding your contact information or making visitors dig for it is a great way to frustrate and lose those contacts.  

We recommend using website only phone numbers and tracking the calls that are generated from the site. Our customers typically get over half of their website leads from phone calls. Track these, and you can get a clear picture of the performance of your website.

Create and display contact buttons so that people have options in terms of how they approach you. Some people will only call, some will never call and only want to communicate via email. Give them options so that they can choose.

7. Reasons to dig deeper

If you have a blog, case studies, educational content, how to's, checklists, surveys, technical specifications, drawings, and other valuable content then you have a chance to engage visitors in deeper and more thorough conversations.

Blogging is the easiest way to stay engaged with visitors, leads, and customers. You can let people subscribe to updates as well as use blog content as the jumping off point of your email campaigns. Either way, you are staying current, showing expertise, and giving them a reason to pay attention to you.  

Valuable content means valuable to them, not a stream of sales messages. Using a blog and email campaigns for early stage prospects is an effective way to nurture prospects through the buying process. Using these tools to bombard prospects with sales pitches will have a negative effect, hurt your credibility, and annoy them to no end. Be helpful, and prospects will respond.

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