In the manufacturing industry, precision and accurate information are key. To ensure that your target audience understands exactly what your products and services can do for them, you need a website that showcases your processes, compares your products and details the advantages your company can provide. A well-designed website that includes these necessary elements will drive your lead generation strategy and help engage potential customers. Below are seven winning components to add to your website so that you stand apart from competitors and demonstrate how remarkable your business really is.

1. Key Capabilities

While doing research before making a purchase, consumers want to know whether or not a company can meet their needs. Perhaps they’re looking for precision welding or geometric laser cutting — it's your job to let them know you have the equipment and experience to complete their projects. This information might include:

• Material specialties and design capabilities
• Maximum machine tolerances and product dimensions
• Quality and safety processes
• Production volumes
• Design formats and software used

From here, you'll want to add pages and content to your site to flesh out who you are, what you do and why customers should choose you. 

2. Equipment List

Customers want to know what you can make and how you make it. Provide detailed information about your machines to sell your key strengths and specialties. If possible, include a well-designed downloadable PDF with comparisons and photos.

3. Product Catalog

Information drives incentive. Highlight the specs, dimensions and features of your products side by side in an easy-to-read table or downloadable catalog. Include information about weight, thickness, material, etc. Engineers can feed these numbers into their project analysis and get a clear idea of the products they want to purchase. Include high-resolution photos of each product from different angles.

4. Awards and Certifications

No matter how positive your reviews or how thorough your safety processes, some prospects won't give you a second look without certifications. There's a time to be modest, but your certifications page is your brag board. Let your audience know you've worked hard to earn them and make yourself shine. Display your awards proudly and link to official documentation if possible.

5. Links to Your E-Newsletters

More than 80 percent of manufacturing companies publish e-newsletters, and for good reason. They provide valuable information to customers, build credibility and raise top-of-mind awareness. By linking your website to your e-newsletters and vice-versa, you boost your reach and impact. Better yet, add a subscription box so customers can instantly add their email address to your mailing list. It's a vital part of a successful lead generation strategy.

6. Downloadable Product Designs

While your customers can't download physical products, they can download samples. Editable computer-aided design (CAD) files let customers play with your product and find the right size to fit their needs. And the more information customers have, the more likely they are to make a purchase. While you're at it, include project samples, designs and parts you've worked on. Imagine yourself giving a tour of your shop and handing out samples, only virtually.

7. Video

Video is one of the most effective ways to generate buzz and drive traffic to your website. Aside from smell and touch, a video tour of your facilities lets your potential customers experience your business first-hand. There's no better time to show off your safety and efficiency practices, process flow and other selling points. And since the tour isn't live, you can edit and refine it as many times as you want. Your audience will love seeing your facility at work and learning about how you can help them achieve their goals.

Let Your Audience Know Why You’re Their Best Option

A successful lead generation strategy incorporates information, interactivity and impact. Let your audience know why you're the best at what you do in your segment of the manufacturing world. Give them samples and specs, and above all, demonstrate why your business is remarkable. If you put the effort into designing a website that meets your leads’ needs, you’ll be surprised at the positive marketing results.