Money on the Digital Table

Manufacturers and distributors here is some Earth-shattering industry insight – your website is important to your business.

Regardless of the sophistication of your digital strategy, maintaining your website is essential. It’s the first impression people get of your business in most cases. For many businesses who haven’t prioritized their website, there is so much missed opportunity!

Money is being left on the table if you neglect your digital presence. This is old news, ask any retailer, and yet we have daily conversations with manufacturers and distributors who have not touched their site in years.

Interested in capturing sales that are being left on the digital table? Follow me. 

Manufacturers and distributors here is some Earth-shattering industry insight – your website is important to your business.

Strategically use content and digital tools to build trust, generated leads and grow your market share


Regardless of the sophistication of your digital strategy, maintaining your website is essential. It’s the first impression people get of your business in most cases. For many businesses who haven’t prioritized their website, there is so much missed opportunity!

Money is being left on the table if you neglect your digital presence. This is old news, ask any retailer, and yet we have daily conversations with manufacturers and distributors who have not touched their site in years.

Interested in capturing sales that are being left on the digital table? Follow me. 

Build Trust

Is it possible your site is keeping opportunity away? You have seen those sites. They have a poor design, no SSL certificate, they are not mobile responsive and it takes 20 seconds to load the first product page you selected. It makes you wonder about the legitimacy of the business. You think twice about putting your credit card number on it.

This is the case for many manufacturing and distribution companies. Their digital presence doesn’t represent the quality of their business or products. In fact, if you were to visit their facilities, you would find floors clean enough to eat off and premier organized processes.

The disparity between what a website looks like and what the corresponding facility looks like is appalling. When customers walk through manufacturing and distribution facilities, they see streamlined processes and attention to detail; they walk out feeling confident. Can the same be said after scrolling through your website?

In order to build trust with your website visitors, your site should showcase your experience. Include recent examples of your work as well as testimonials, case studies, and/or a list of businesses you’ve sold to.

Left on the table: If visitors don’t feel confident and comfortable buying from you after visiting your website, you are leaving money on the table.

Generate Leads

If people don’t buy something, are they just leaving your site? By not capturing visitor data, you are missing out on opportunities and sales.

How can you start building a relationship with your visitors, even if they don’t buy anything right away? Are you offering any value to your visitors to capture their contact information?

The content on your site is the foundation of your customer journey. Write your content to be specific about who you are targeting and identify the proper funnel. Is this content meant for individuals at the beginning of their journey (top of the funnel / TOFU) or somewhere in the middle (middle of the funnel / MOFU)? Defining your funnels and filtering content specifically to these funnels turns cold leads into warm ones.

Left on the table: The majority of visitors on your site will not buy (digital commerce) or inquire (non-digital commerce) during their first visit. If you aren’t providing content and capturing data, you are letting prospective buyers slip away.

Leverage Digital Tools

We live in the era of experienced digital users; websites are judged quickly and if judged negatively, an opportunity can easily be lost. There are things that can be done to improve customer experience without breaking the bank. Here are a few examples:

  • Add content relevant to customers consistently
  • Leverage live chat
  • Implement a modern design that is easy to navigate
  • Try digital commerce features to improve online sales

There are a lot of proven tools to improve your online sales and help visitors find what they want and click that “buy” button. Including reviews, promotions, product features, and more! Manufacturers and distributors can find tools to support any digital initiative they plan to tackle at almost any budget. Find someone experienced to help identify needs and align tools that fit.

This could mean anything from a complete tear down to the addition of a few new features. Possibilities exist in any stage of your digital journey.

Left on the table: Numbers show that not leveraging tools to create a great customer experience online means lower sales, conversions, and engagement.

Do you have website shame?

No judgment here! Brilliance has options no matter what shape your website is in.

We’ll review your site and create a plan to improve it that aligns with your budget. Schedule a time to chat with us today! 

Jared Hackbart

Director of Sales

About

Jared Hackbart

Jared is passionate about providing clients with the right tools and applications to help their business grow.  Drawing from his experiences at Canon Solutions of America & Ken Cook Co. with manufacturing companies, Jared provides solid solutions and guidance to Brilliance's clients on a daily basis.

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