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Synchronicity was my first choice for the custom needs of our website rejuvenation. If you want a professional team with great values and honesty I would choose them. They are very flexible and have a knowledgeable team who can adapt to most any situation.
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Virginia Tech

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Anyone who has built and launched a website has likely encountered an oft-repeated acronym: SEO (search engine optimization). And while you might not have ever done SEO yourself, you've benefited from it in the past: Every day, search engines like Google employ complex algorithms to sift through more than 400 billion web pages and deliver the most relevant results.

Website owners like you use SEO techniques and strategies to get their websites to the top of the search results for relevant user queries. But SEO is not a one-time endeavor — Google and other search engines change often, and ongoing SEO ensures your website stays in front of the people you want to reach. Just as a physical storefront requires regular maintenance and updates to stay competitive, your website needs ongoing SEO to remain visible amidst the ever-changing digital landscape.

The ABCs of SEO: What is Ongoing SEO and Why Does It Matter?

Don't let the techy jargon intimidate you. HubSpot — considered one of the gold standards for SEO and digital marketing advice — defines SEO as simply a collection of strategies and tips that "expand a company’s visibility in organic search results'' and help "drive more visitors to the company’s website, increasing their chances for more conversions which leads to more customers and more revenue."

SEO Connects the Search Engine Algorithms With Your Website's Content

Regardless of your website's goal or industry niche, all SEO techniques have one thing in common: They look at ways to optimize your website's content, keywords, and links to help search engines rank your website higher in the search results when someone searches for something related to your keywords, content, or brand name.

According to HubSpot, SEO needs to address the key factors that all search engines use to determine the value of your website's content — and therefore how high in the search results your website or specific landing page should appear:

  • The intent or meaning behind why someone is searching for a specific term or question
  • The relevance between what someone searches for, and the content on your website
  • The quality of your content (for instance, a website about physical exercise written by certified personal trainers is deemed by Google to be higher quality than a website where the articles are written by non-experts)
  • The performance of your website, such as how long it takes a page to load and whether it works well on mobile devices

Static SEO Versus Ongoing SEO: Why It Matters to Stay Fresh and Keep Your SEO Updates Current

As users' web behavior changes and technology evolves, search engines proactively adjust their algorithms.

If you aren't conducting ongoing SEO maintenance and upgrades, a well-optimized website today can quickly become obsolete tomorrow, causing your search rankings to drop and attracting fewer organic visitors. Google itself updates its algorithms several thousand times per year, including significant "major" changes every few months that dramatically change how it crawls and ranks content. For example, Google's infamous Panda update changed how it ranked how-to lifestyle content on the Internet, causing one major content publisher to lose a whopping $6.4 million of traffic and advertising nearly overnight.

How Ongoing SEO Influences Your Website Strategy

Staying abreast of changes to SEO techniques and strategies provides important guidance to your content, marketing, and overarching website strategy. For example, it can dictate or influence:

  • How much content you publish, and the content's format, length, and focus
  • How you incorporate other forms of media on your website, including images, video, and audio
  • How you organize content on your site, including landing page layouts and your site's navigation
  • What keywords and target users your website focuses on

Embrace the Power of Ongoing SEO

Caroline Forsey, an expert in thought leadership and marketing content, looked at the survey results from more than 400 of the world's leading web analysts to predict the biggest SEO trends of 2024. According to her data, some of the top changes in SEO strategies this year include:

  • A heavier emphasis on expertise, meaning the content on your website should come from experts in your related field (including bylines and author bios that demonstrate the author's credentials and experience on the topic they're writing about)
  • A renewed emphasis on first-person, credible content, especially as more websites generate high volumes of low-quality AI content (Google itself has announced upcoming changes to tackle low-value articles created by AI)
  • A priority on websites that are deemed trustworthy, such as e-commerce sites with well-rated customer service, or content sites that do a good job of citing trustworthy research and statistics
  • Bonus points on content that is creative and original and doesn't simply rehash content found on other sites

Of course, these SEO trends will inevitably change every year, and ongoing SEO will keep you competitive no matter what Google, Bing, and other search engines do. No matter your website's industry or content strategy, ongoing SEO requires that you:

  • Focus on keeping your content fresh and high quality, including new blog posts or regularly refreshing and updating old product descriptions or articles
  • Conduct keyword research often, since the terms or phrases that your core audience uses will evolve over time
  • Maintain your website's overarching performance, such as mobile-friendliness as mobile devices evolve, and page load speed
  • Build a diverse portfolio of high-quality backlinks from authoritative websites within your niche, which may include outreach campaigns, getting others in your industry to write guest blogs, and participating in online forums or communities
  • Keep on top of technical and performance metrics, such as scanning your site for broken links (and fixing the links you uncover) and using tools like Google Analytics and Google Search Console to track organic traffic, keyword rankings, click-through rates, and conversion rates
  • Stay on top of algorithm changes so you can adapt your SEO strategy in real-time

Some website owners think of SEO as the first step of their promotional strategy. But it's less a first step, and more an ongoing journey to ensure you, your brand, and your content stay relevant in such a competitive atmosphere. Whether you choose to go it alone and take a DIY approach to SEO, or you choose to consult with a digital marketing and SEO agency, check in often and make sure your SEO evolves as the world around you evolves.

3/30/16, 1:01 PM

The sales process for companies in the manufacturing industry is changing. While manufacturers are placing an emphasis on developing cutting edge processes and products, their lack of innovation in their marketing and sales strategy makes it difficult to keep up with the growing online market.

The days of cold-calling, door-to-door sales and walk-ins are over, and B2B consumers are now looking to do their own research and purchase goods and services online.

If your manufacturing company is going to survive this change and remain competitive in the industry, it’s time to utilize your online storefront – your website. 

If used properly, your website is a sales machine that works 24 hours a day, 7 days a week and 365 days a year for your company. It’s a tool that educates your prospects on your industry, your products and your services. Your website should provide your prospects with the content they need to make an informed buying decision, and then it should move them naturally through the sales process.

So how do you design and develop this website that will be a sales machine bringing ROI for your business, you ask? Great question!

Step #1: Research Your Buyer Personas

First and foremost, you need to identify who your target buyers are and learn everything you can about these “buyer personas” to move them through their buyer journey.

This is important because just as every manufacturer is different, so is every buyer. A manufacturer of machinery parts has very different buyers than a chemical manufacturer, for instance.

Further, a machinery parts manufacturer may have three different target buyers, such as a maintenance manager, a purchasing agent and a distributor. Each of these personas have different educational backgrounds when it comes to machinery parts, and different buying goals when landing on a manufacturer’s website.

Therefore, it’s important to conduct your buyer persona research first so you know how to design your website to be an effective selling tool to them.

Step #2: Develop Your Goals for the Website

Once you’ve established who your buyer personas are, it’s time to talk about what your goals are for the website.

Is it your goal to develop an Ecommerce store into the website so you can sell your products or services online? Perhaps it’s your goal to educate prospects about your products or services, and have them fill-out a request for quote. 

Or maybe you’ve learned from your buyer persona research that your prospects know exactly what they’re looking for, and you just want to immediately drive them to call you or fill-out a contact form. It’s also entirely possible that you could realize you have a couple different goals because your personas are so different.

Whatever the case may be, it’s important to hash out exactly what those goals are.

Step #3: Design Your Website with Your Buyers in Mind


With your goals identified, your web designer will then be able to wireframe out your website to identify how users’ paths to reach your end goals. This wireframe will be the basis upon which your website is built.

Remember, your website should be designed with your buyers in mind.

Each page that you’re putting on your website should have a role in the user journey; if it doesn’t, it’s unnecessary content that could confuse your visitors. 

Your website’s imagery, video, fonts, colors, theme, feel, content, etc., should all be catered to the interests of your buyer personas. Remember, your opinion does not matter in the design of your website. 

A Winning Web Design and Digital Marketing Strategy for Manufacturers

Now that you have the foundation for designing and developing a website for your manufacturing company, it’s time to create a winning strategy for using your website to close sales.

Manufacturers are facing a vast disconnect between product and promotion – learn how to close that gap today!


Click Here to Learn How to Create a Winning Web Design & Digital Marketing Strategy!

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