You Have Only One Chance to Make an Outstanding First Webpression

You have only one chance to make an outstanding first Webpression. 

Wait, what is Webpression?

So glad you asked.

Webpression is defined as “The judgment one makes when viewing a website for the first time”.

Actually I just made that up.

Well according to stats, studies, surveys, tests, as well as Ivy League researchers, high ranking officials, global think tanks, and a whole list of other smart people, you have a fraction of a millisecond to make a great first impression……..or something like that. 

Truth be told, without any stats, research or experts to confirm this, we probably all agree you only have a few seconds to make an outstanding first impression. 

Especially when it comes to your website.

Do we really need a scientific study or marketing expert to explain the importance of making an outstanding first impression?

According to the Cambridge Dictionary, impression is defined as “an idea or opinion of what someone or something is like“.

It doesn’t matter if we like it or not, we are judged and sized up the second each of us walks through a door.

As an old bald guy, I am labeled the second I walk through the door. I am never confused for Tom Holland, Niall Horan or some other teenage heartthrob (even when I was young for that matter).

Well, the same goes for your website.

So an important question to ask: When a brand new prospect or a potential customer lands on your website, do you make a strong first Webpression?

Let’s dig deeper. 

Related article: 3 Step Approach to Scaling eCommerce for Manufacturers

Steps to Make an Outstanding First Webpression

A strong Webpression means you grabbed a potential customer’s attention right off the bat.

In other words, love at first sight.

You had them at “Hello” (thank you, Jerry McGuire).

I am NOT a web designer, so it is easy to be a critic.

When you go to a website either as a consumer or as a business buyer, how long does it take you to decide if this site captures your attention?

Typically within several seconds, you have determined whether this site can solve your problem or not.

What is the first thing that catches your eye? What triggers your first Webpression?

Especially as a manufacturer looking for a new vendor or supplier.

Think back to the last website that you made a purchase on or one that left you with a strong first Webpression.

What characteristics did that website possess that you found appealing?

Think of the trust factors that the website possessed which converted you into a captivated customer.

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies

TRUST

A critical first step to make an outstanding first Webpression, establish trust. 

Think about the characteristics that you value strongly when seeking a new vendor or supplier. 

Do you look for the esthetics? Quality products? Price? Content? Videos? Social media activity?

Conducting research on an industrial product requires a different set of requirements as opposed to shopping for consumer goods.

Industrial products commonly require technical information such as drawings, specs, or a datasheet.

Manufacturers need to help educate as well as provide all necessary product and company information. 

As a manufacturer, your website is your company representative. It is the face of your business.

Your website serves as much more than just an online business card. It is your 24 hour sales representative.

Your website is the FIRST piece of information that a potential customer views. The first item of engagement.

Therefore, your website needs to be an absolute top priority. 

Furthermore, finding a quality web designer that you trust is also critical.

Partner with a web designer who will create a website that represents you and your company extremely well.

One who gets the company culture. Understands and clearly describes your expertise.

A web designer deeply dedicated and committed to creating that outstanding first Webpression that you desire and deserve.  

Your website needs to express that YOU are a company that gets the job done. Done well. 

That you possess the ability to solve the prospect’s problem. You resolve issues and create opportunities.

A website that shows your dedication to making your clients money. Thus happy.

 Related Article: Business Mission Statement: “BECOME THE BLANKIE”

 

MODERN WEBPRESSION

Does your website look boring or does it deliver value?

Did you have your niece or nephew put up your site in 2005? While he or she was in college needing one more credit to complete an internship in order to graduate on time?

Your website needs to look modern as well as truly represent how you view your company to make an outstanding first Webpression.

More importantly, create a modern look that captures the attention and excitement of a new prospect. 

Think about this: if you are searching for a new vendor or supplier and they possess an awful website that is outdated, what does that say about the company? 

Doesn’t a neglected website create concerns about other areas of the company? Are they reliable? Dependable? 

However, do you need a sleek cutting edge looking site if your company is not sleek and cutting edge?

If you are targeting baby boomers, odds are you do not need the same look and feel like a hip clothing store targeting teenagers.

So who is your customer?

In the same regard, can you define or describe your ideal buyer? Have you conducted a persona exercise?

Create a website that resonates with your targeted ideal buyer. 

To make a great first Webpression, take a hard look at your website and consider each of these factors below: 

  • Company Logo
  • Contact info – easy to find
  • Search box
  • List your products and capabilities
  • Create valuable content: blogging, articles, updated company info, company awards
  • Social media activity
  • List staff and key employees 
  • Clearly and concisely explain what you do
  • KISS – Keep It Super Simple to navigate and explore your website
  • Visually pleasing to YOUR target audience

Related Article: Top 13 Reasons Why Manufacturers Struggle with eCommerce

CLEAR CALL-TO-ACTION

What is it that you want a customer to do when they land on your website?

What action should they take? How can they quickly and easily engage with you?

More importantly, why should they connect with you? They are BUSY. Time is precious.

To make an outstanding first Webpression, your website needs to offer a clear call-to-action. 

Determine the action you want them to take that additionally helps solve their problem as quickly as possible. 

For example, below includes a landing page for Wire Harness Manufacturer, Falconer Electronics.

This particular page provides a clear and concise call-to-action. 

Actually they offer two options:

 

Webpression

Option 1

The option on the left offers the opportunity for a potential buyer to click on a powerful software tool that the company created called the Wire Harness Estimator. 

This software tool allows a prospect to build or configure their own Wire Harness Assembly.

The program literally takes 60 seconds for a customer to configure a Wire Harness. 

The goal is to make it as easy as possible to connect and engage with the customer.

Solve their problems with speed and simplicity.

Option 2

Option 2 allows the customer to submit a CAD drawing.

This call-to-action also makes it as easy as possible for a customer to submit the proper product information. 

A large green box stating “Submit Drawing” cannot get much easier. 

The problem that the prospect is facing in this case: They need a quote as quickly as possible. 

Falconer Electronics solves that problem by offering two simplistic options.

Click Here to View the Falconer Electronics Wire Harness Landing Page

 

LANDING PAGE WEBPRESSION

The next step in making an outstanding first Webpression: Landing pages. 

Do you guide a potential customer to the proper landing pages?

If you are using Google Ads, does the landing page match the particular keyword that you are targeting?

Think about how frustrating it is for you to search for a specific part or component that is tough to find.

Finally, you discover a search result on Google stating the exact rare part that you need. You click the link and it takes to a home page.

Even worse, you land on an ERROR page or NO LONGER FOUND.

Don’t be “That Guy”.

Consistently check to make sure that your landing pages are current. Going to the right spot.

Guide your customer to the appropriate landing page the answers a question or explains your core capabilities. 

Think about the buyer on the other end and their search process. 

They type a keyword (your core capability) into Google. 

You want them to land on a page quickly and preciously which helps that individual. 

Show your expertise and that you can solve their problem with a well executed landing page. 

Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging

NAVIGATION 

Website navigation serves as another important factor in making that outstanding first Webpression. 

Does your website make sense?

This can be especially challenging for a manufacturer or industrial company.

Those in retail constantly think of customer flow with foot traffic. The direction and navigation of the store.

Where to place products? At the front of the store or back? Product displays. Visual appeal.

In the B2B world, manufacturers and industrial companies typically think of efficiency, quality, and safety.

They want to impress when giving a plant tour but they do not have to worry about dozens or hundreds of consumers walking through the door.

That’s the key. Allow the user to navigate through your website as if on a plant tour.

What would you show a potential new customer if they visited your physical site as well as your website?

A new piece of machinery? A production line where the product flows quickly and efficiently through your facility?

Bring your facility to the user.

To deliver that outstanding first Webpression, create an easy flow of your website allowing customers to find the information important to them as quickly as possible. 

Help them make a buying decision smoothly and efficiently. 

Show off your…..

  • Experience and expertise
  • Key employees
  • Machinery
  • Equipment
  • Case studies
  • Testimonials 

Sure, You Can Find that in Aisle 210999

To continue the importance of Navigation when striving to make an outstanding first Webpression, consider this thought…

Don’t you just love walking into a massive retail box store and you ask the clerk where to find an item and they point far out into the distance and say, “Check Aisle 210999”?

Miles and miles away. Into some faraway land. 

You don’t need binoculars. What you need is a high power telescope at this point as well as a NASA tracking system.

You make sure you have your cell phone in case of an emergency on the way.

More importantly, you check your pockets to see by chance if you brought a snack for this long trip.

Especially if you get lost.

Wouldn’t it be great if you could use SIRI, Google Maps or GPS when trying to find a tiny part in these monster stores?

Can’t the clerk just drop everything that they are doing at that very moment to hold our hands on this intimidating trek?

Climbing Mount Everest seems easier. At least there you can see your destination.

Anyway, once again, don’t be “that guy”.

To make an outstanding first Webpression, be efficient. Respectful of your customer’s time.

Help them find the product they need as quickly as possible.

Hold their hand.

Mobile-Friendly Webpression

A mobile-friendly website stands as another critical factor with making an outstanding first Webpression.  

A high-level scientific researcher performed an intense study and reported that people use their mobile devices……a lot.

Alright, I made that up too.

Yet, just look around. In a coffee shop. A traffic light. A restaurant.

Just look around your living room for that matter.

Isn’t it hysterical if you look at your family and everyone’s attention is buried into a mobile device?

Check out a high school or college football game. That’s even more fascinating seeing the number of people staring at their device instead of the game in front of them. (Confession: I missed a goal at a hockey game last night while checking the score of an NFL playoff football game on my iPhone – GUILTY AS CHARGED, YOUR HONOR).

Mobile search looks to continue its explosive growth. At least for the near future until the next technology replaces it.

It is imperative that your website looks appealing and functions smoothly on a mobile device. 

Even as industrial suppliers or manufacturers who think their buyers are all sitting at a desk browsing their PC. 

Engineers, new product developers, and procurement specialists are using mobile devices.  

They could be on a job site, on the production floor, or otherwise at a restaurant discussing a new project. 

Regardless, with every website change or improvement, make sure you are viewing changes on mobile. 

Just keep singing, “Going Mobile” (for any Who fans out there – remember, I’m old). 

SPEED 

Speed wins. 

Especially on your quest to make an outstanding first Webpression. 

I know, you are thinking, “thank you Captain Obvious.”

Yet, the faster your website the better. Much better.

Again, you have just a few seconds to make that great first impression (in case I haven’t hammered this point enough).

This includes a website that moves quickly.

Think about it. How long are you willing to wait for a webpage to load? I imagine not very long.

Moz, the SEO expert firm, defines Page Speed as “a measurement of how fast the content on your page loads“.

Keep in mind, there are no website traffic officers policing the internet, handing out speeding tickets. 

Customers who find your website crawling and moving slow are probably gone. Most likely, for good. 

You want your site to move FAST, FAST, FAST.

Speed definitely matters. From a user standpoint as well as from Google’s perspective with SEO.

SEO guru, Neil Patel offers outstanding insight on Page Speed in this helpful article below:

Speed Is A Killer – Why Decreasing Page Load Time Can Drastically Increase Conversions

Measure Your Webpression ROI 

Finally, how do you measure the Webpression of your website?

A few benchmarks to help determine if you are indeed making an outstanding first Webpression:

  • Phone calls
  • Email inquires
  • Sales leads
  • Conversions 
  • Requests for Quote
  • Purchased products on your eCommerce store

Keep testing. Keep growing. 

It’s an incredibly competitive global market out there. 

Deliver an amazing user experience for potential customers that they find impactful and helpful.

Take full advantage of that one chance to make an outstanding first Webpression. 

Wrapping It Up

Thank you for taking the time to read this post on making an outstanding first Webpression. 

For additional info, check out these helpful posts: 

 

 3 Step Approach To Scaling eCommerce for Manufacturers

Scaling eCommerce for the first time can be daunting. Intimidating. Frustrating.

However, it doesn’t need to be that way.

Once you have made the outstanding decision to jump into the eCommerce arena, it’s now time to roll up your sleeves and get started.

Yet, where do you start?

For example, how do you make a great first impression with your website?

Additionally, once your eCommerce store is complete, now what? 

You are still a needle in a haystack. Possibly even less. 

Today, let’s explore a strategic 3 Step Approach to Scaling eCommerce for manufacturers.

Related Article: eCommerce Checklist: Manufacturing eCommerce Strategies 

#1) Scaling eCommerce: Make an Outstanding 1st Webpression

Scaling eCommerce

First, when working with your web designer to build your eCommerce store, laser focus on your customer’s experience. 

You only have one chance to make a great first impression. 

Creating and launching your new eCommerce store falls under making that great first WEPRESSION.

You know, the WOW factor. 

Allow your website to become a powerful and effective 24 hour sales tool. 

Bad website, that customer is gone. 

A few questions to consider when Scaling eCommerce and striving to make an outstanding 1st Webpression (especially for those just starting out):

  • Is your current web designer a good fit and delivering desired results?
  • Does your website make it easy as possible for customers to purchase from you?
  • Do you offer easy access on your website to connect with you? (Phone, Email, Social Media)
  • Do you offer finished goods that can easily be purchased through an efficient eCommerce store?
  • Is your website built on responsive design? 
  • Do you have your SSL certificate? 
  • Do you offer multiple payment options? 
  • Does your eCommerce store show a clear and concise Call to Action on landing pages?
  • Does your eCommerce store offer a quick and simplistic check out process? 

ESTABLISH A BUDGET

Determine a comfortable financial commitment when entering the eCommerce market.

For example, it might be best to start with an annual budget.

To avoid frustration with your web designer, establish a healthy line of communication.

Ask plenty of questions!

If there is ANYTHING that you don’t understand or that doesn’t make sense, ask.

There are no dumb questions.

Go through the quote thoroughly with your web designer to make sure you understand every task that they are performing.

Stick to a strict budget.

Keep in mind, if items get added to the website throughout the project, the quote will go up. 

Project creep hits website design the exact same as a construction project. 

Stop Being the Best Kept Secret 

Scaling eCommerce

A common question once the new website is complete: “We have a new website, why aren’t we getting orders?”

Unfortunately, you are still the best kept secret and less than a needle in a haystack. Just with a phenomenal new website.

How do we change this problem?

Where do you start?

Have a conversation with your web designer on what best steps to take once your new eCommerce store is launched.

If they strictly only do web design, ask for a referral to an Inbound Marketing firm.

You need an aggressive marketing game plan and a solid strategy. 

John Wanamaker, 19th century retailer, famously stated that “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Well, you face the same concerns.

If you have an internal guerilla marketer, that’s fantastic news.

If not, you need to partner with a marketing team that you TRUST.

With Scaling eCommerce, communication is essential.

Find someone who speaks your language. Who sees your vision. Aligns with your goals. Understands your culture.

A solid marketing person or team is critical.

#2)Scaling eCommerce: Dominate Search 

Scaling eCommerce

Keep in mind, the process does not end once the eCommerce store is launched.

Once your new website is complete, now the party starts.

It’s actually just the beginning.

There is plenty of work ahead of you.

However, speaking from first-hand experience, Scaling eCommerce will hopefully be one of the absolute best business decisions that you have ever made.

Create an aggressive online marketing strategy to show off your new eCommerce store. 

Especially since the benefits of Scaling eCommerce are truly endless.

I have encountered numerous entrepreneurs who spent thousands upon thousands of dollars launching a brand new eCommerce store. Only to experience immediate frustration.

Unfortunately, they expected to receive an instant flood of orders once the site went live.

They mistakenly thought that the new website represented a spigot that was turned on with orders ready to pour in.

Scaling eCommerce requires an aggressive game plan as well as a deep commitment

The goal is to start attacking your keywords. Get your name out there.

Create an environment where you “own” the keywords that your customers are searching for.

In other words, “Dominate Search” for your products, processes, and solutions.

You want to be front and center for your strengths and core capabilities. 

However, much easier said than done. 

Yet, with many manufacturers, incredible keyword opportunities exist simply due to residing in a narrow niche.

Hit the Treadmill Hard & Consistent

A new website without a concrete marketing strategy is a recipe for a big disappointment.

It’s like purchasing a treadmill, never using it and then being mad at the treadmill doesn’t deliver results. 

A treadmill being used to hang clothes is probably not a good idea. 

No use = No results 

Hit the treadmill hard and consistent.

Creating content plays a critical role with any B2B marketing strategy.

For example, Blogging delivers powerful results for those on a quest to Dominate Search.

Blogging benefits include:

  • Tremendous SEO Value
  • Customer engagement
  • Educate customers
  • Inform potential prospects on your company, products and services
  • Convert content from blogs into social media post.

Related Article: 25 Blog Topics for Manufacturers Eager to Start Blogging

Since we need your website to appear where prospects are searching, below includes additional strategies to dominate search:

  • Google Ads
  • Google Shopping
  • Images on Google
  • YouTube videos
  • SEO: Fighting your way to gain first-page Google organic listings
  • Trade websites
  • Social media
  • Online Marketplaces such as Amazon, eBay, or Zoro

The bottom line, be relentless. 

#3)Scaling eCommerce: Get Offensive

Scaling eCommerce

Once you create a strong Webpression and start dominating your keywords, let’s get offensive.

In other words, go on the offensive to broadcast your products, processes, services, and solutions.

Catch the defense (competition) off guard.

Slide under the radar. You have been the “best-kept secret” for way too long.

The time is now for you to put yourself out there.

Let the market know the incredible products that you produce.

Introduce a broader market to the amazing products that your team produces on a daily basis.

Dominating search and making a strong first Webpression also helps establish authority and credibility.

You are blanketing the search engines by putting yourself out there. 

Start contacting companies that would benefit from your products and solutions. 

So Who is Your Customer Anyway?

Think about all of the potential customers that could use your products.

Who are your potential customers and where are they hanging out? 

As a business, many channels exist to consider:

B2B = Business to Business

B2C = Business to Consumer

M2M = Manufacturer to Manufacturer 

M2B = Manufacturer to Business 

M2C = Manufacturer to Consumer

M2G = Manufacturer to Government 

B2G = Business to Government

Identify top industries and targets and go on the offensive. 

Remember you are Scaling eCommerce and killing your category. 

With the treadmill analogy, Scaling eCommerce requires lots of sweat and hard work. Hit it hard and consistent. 

Wrapping It Up

Thank you for taking the time to read this post on Scaling eCommerce. 

For additional info, check out these helpful posts: 

The Official eCommerce Checklist: Manufacturing eCommerce Success

The time has finally come for you to join the massive B2B eCommerce party. In fact, it’s the $1.8 TRILLION B2B eCommerce party! One challenge though: Where to start? Wouldn’t it be great to have an eCommerce checklist to walk you through the process?

We have your back.

Especially since you’ve made the outstanding decision that you can no longer afford to be the “Best Kept Secret”.

However, if you are not tech savvy and have no experience in eCommerce, just getting started can be daunting and overwhelming.

Yet, embracing eCommerce offers a healthy dose of opportunity.

The goal here is to provide the necessary tools and guidance to help you reach eCommerce success.

Above all, put you on the right path.

Not only to catch up with the competition but also to create competitive advantages that surpass others selling similar products.

This discussion primarily targets manufacturers just starting out in eCommerce.

The intention is to help Scale your Proprietary Process with eCommerce.

Another powerful approach for manufacturers entering eCommerce is to turn your proprietary process into a proprietary product.

Most importantly, entering the world of eCommerce offers extremely exciting new opportunities. 

Opens new doors. 

The bottom line: Sell more products that you are an expert at producing.

Following an eCommerce Checklist dramatically helps your cause.

eCommerce Checklist: Settlers Reap the Land 

eCommerce Checklist

I had a mentor who used to always say, “Pioneers ended up with arrows in their backs. Settlers reaped the land.”

At this stage, the pioneers of eCommerce from the 1990’s and early 2000’s paved the way for entrepreneurs today to easily navigate eCommerce strategies.

There is no reason to find arrows in your back. Therefore, come in as a settler and reap the rewards.

Take advantage of the avoiding the mistakes that others have made.

Following an eCommerce checklist helps you reduce stress while starting your eCommerce journey. 

Especially since now is the time to join the exploding B2B eCommerce market. 

To sum up, you have been in business for many years.

Selling through traditional sales channels.

You found your place in the supply chain that made sense and hopefully lots of Cents.

Now you feel like the world made a drastic change.

Yet, no one sent you a memo on these changes though.

Sometimes change is subtle.

That is until it is no longer subtle and hits you in the face.

Suddenly you find that the traditional supply chain is not following the rules as before.

For example, Alibaba provides a mammoth marketplace making Chinese-made goods much more accessible and easier to purchase. 

In addition, Amazon is soliciting Chinese manufacturers to sell direct to American consumers. 

How have these changes impacted your business? 

Well, change comes hard. Especially when the change is uninvited.

However, change is inevitable.

So let’s dig right in on the necessary steps for you to enter the eCommerce arena.

The B2BTAIL eCommerce Checklist

The B2BTAIL eCommerce Checklist is a basic guide to help you get started.

The intention is to get you in the game and on the field as soon as possible.

This eCommerce Checklist targets two separate scenarios:

  1. For the DIYer: You can use this as a tool if you are a Do-It-Yourselfer looking to tackle the entire eCommerce project internally or on your own.
  2. Otherwise, if you are hiring a web design firm to create your eCommerce store, this checklist serves as a helpful guide to complete the project in a timely fashion. Most likely, your web designer provides their own eCommerce checklist with much greater detail.

With no further ado, here we go…………

eCommerce Basics

  • Domain Name
  • Website Host
  • Select your eCommerce platform (Ex: WooCommerce, Shopify, BigCommerce, etc…)
  • Responsive Design: Mobile Friendly 
  • Company Logo
  • Color Scheme
  • Layout w/Strong Call to Action
  • Category Header of Products or Services 
  • SSL Certificate
  • Install Google Analytics
  • Sitemap
  • Keyword Research

Company Info:

  • About Us
  • Company History
  • Contact Us: Phone, Email, as well as Social Links
  • Meet the Team Page
  • Privacy Policy
  • Security Policy
  • Terms & Conditions
  • FAQ

Payment Options:

  • Credit Card Processor
  • Payment Gateway
  • Payment Options: MC, Visa, AMEX, Discover, PayPal, Google Pay
  • Set up your state sales tax
  • Fast & Easy Checkout Process 

Shipping:

  • Shipping Policy
  • UPS or FEDEX Map (show delivery times)
  • Show Shipping Rates
  • Expedite Options
  • Provide Tracking Info
  • Return Policy
  • Drop Ship Policy (if relevant)
  • Contact UPS, USPS and FEDEX for Discounts

Customer Service: 

  • Separate dedicated phone number to track eCommerce leads
  • Designated customer service staff to handle eCommerce sales – train accordingly
  • Dedicated emails with your company domain name (@your company – avoid gmail, hotmail, etc..)
  • Set up relevant email accounts (Ex: info@, Sales@, RFQ@, etc…)

Product Listings:

  • Product images (multiple angles)
  • Short Description: Quickly describe what are you selling
  • Long Description: (detailed) sizes, dimensions, specs, all necessary info (do not assume your customer knows your product)
  • Price (single price, quantity breaks, blanket orders, as well as scheduled shipments)
  • Product warranty or guarantee
  • Safety Certifications (Ex: UL Certification)
  • Product videos

eCommerce Checklist: Keep it Lean

eCommerce Checklist

As you take the plunge into eCommerce, go into the process flexible and also lean.

Consider a similar strategy as the book, “The Lean Startup” by Eric Reis.

Eric Reis preaches flexibility and agility. 

Furthermore, be laser focused with your strategic plan. However, be flexible enough to listen to customers.

You may think you have created the greatest mousetrap on the planet.

Yet, the market with confirm if you are right or not.

Give yourself timelines, benchmarks as well as specific goals.

Additionally, a major benefit with this strategy, eCommerce offers you the flexibility to change quickly.

Lastly, keep adjusting and tweaking until you find your grove.

eCommerce Checklist: Think Profit! 

 

In conclusion, what do you think? 

Are you ready now to make the leap into eCommerce? 

Still questioning why go into eCommerce in the first place?

There is truly only one answer. Profit!

Profit by opening new doors as well as explore new markets. 

If you are ready to launch your eCommerce store right now, let’s take the plunge.  

You have my word, eCommerce will create new opportunities and reach customers that you never knew existed. 

Following each item on the eCommerce Checklist is one step closer to reaching your goal. 

Just put one foot in front of the other to finally…..get in the game! 

 

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