If you run an industrial business, you likely see a ton of articles on how to create an amazing e-commerce landing page. Where you may feel a bit uncertain is in how your industrial landing pages should differ and the points most important to cover to make the best impression possible on your potential customers.
Most industrial ventures serve as business to business (B2B) models. Your clientele may be small business owners, even if you also sell directly to the public. However, your customer expectations are still unique to your industry, making landing pages a bit of a challenge.
Internet Live Stats estimates there are around 1.9 billion websites on the internet. Multiply that by the number of pages on each site and you approach the trillions. New pages get added every second of the day, but old ones also fall off, so the number is constantly in flux.
Competing with all the other options online isn’t easy for small and medium sized businesses. Of course, not all are in the same industry, but they all vie for attention, creating a clamor of noise. Fortunately, you can make sure your landing page hits all the high notes. When a qualified lead lands on your site, they’ll be more likely to stick around and possibly convert into a customer.
One of the best ways to learn how to create an amazing industrial landing page is by studying other successful ones and seeing what they’ve done right. Here are some of our favorites.
Hershey is an interesting company that has multiple requirements as they are a business to many (B2M) models. At their factory in Hershey, Pennsylvania, they create sweet treats to distribute to retail stores, but they also create an experience for consumers.
It makes sense that their website would need to feature a lot of different facts. They also have a separate site for consumers wishing to visit Hershey World, where they can take a ride through the factory and learn the history of the company. Their Hershey World website is more of a business to consumer (B2C) undertaking, so we’ll look at their corporate website for the purposes of this article.
What we love most about their landing page is how they break recent news into a grid and share several stories at once. Anyone thinking about forming a partnership with the company can see what else they’re doing and how it fits.
Indeavor places the focus on headlines and calls to action (CTAs) that pop. The minute you land on their page, you see a headline explain what they do. The CTA to “Book a Demo” is at the top right of the screen and is a vivid blue that draws the user’s eye.
As you scroll down the page, you see additional headlines with active language. As you scroll down the page, the company presents their unique value propositions, such as saving money and engaging employees.
We also like the way they break down the benefits into bullet points that are easy to skim over and learn more about the highlights of what they do for other industrial businesses.
Dudeck & Bock manufactures custom springs and wireforms. To show a bit of their process, they include a video in the background of their landing page. The user gets an idea of how the facility functions while reading specs about the company.
A transparent CTA box sits over top of the video to encourage leads to learn more about the company and what they offer. We love the use of layers and transparency on this site to show the video while still adding textual information.
As users scroll down the page, they also see images of some of the springs D&B makes. Their UVP is clear through the headings and language of the page.
Harrington creates industrial plastics. One thing that works well for them to connect with potential clients is adding in some resource guides. For example, they have a basic materials guide where they explain why a certain type of material is best for specific uses.
They offer a catalog, a guide to their joining techniques and all the technical know-how you need to understand how their processes might help your business. The guides are easy enough for a layperson to understand.
We also love the streamlined look of this site and how quickly it loads. Research indicates around 70% of people admit a fast-loading page makes them more likely to buy from a brand.
It takes time and attention to detail to build a website. The length of time it takes to create a new site depends on your designer, how many features you add and how good you are at communicating your needs.
Keep in mind the needs of your audience and the information they are most likely seeking when they land on your page. Understanding user intent goes a long way toward creating a website that engages leads and encourages them to take action.
Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a digital marketing agency before becoming a full-time freelance designer. Eleanor lives in Philly with her husband and pup, Bear.