This document summarizes a webinar on how engineers use supplier websites and how to improve websites to better engage engineers. It provides tips on creating dynamic, SEO-optimized websites with fresh content that teaches engineers. Key recommendations include having a clear contact form, listing contact details, providing response guarantees, getting backlinks, and continuously adding new content. The presenter also pitches their website design services for building lead generation sites and providing ongoing marketing support.

1. Welcome to Industrial Interface’s Webinar Series:
How do Engineers use your website?
Presenters:
Chris Powell, VP Sales
Brian Jones, President
Questions?
email: powell@industrialinterface.com
or
ask directly within the webinar window

2. Welcome to Industrial Interface’s Webinar Series:
How do Engineers use your website?
Today’s Discussion:
1) How to get more relevant traffic to your website
2) What to do to engage engineers once they get to your website
3) 5 Things that most technical supplier websites are missing

3. The Ghost of website past:
Static, un-optimized websites

4. Static, un-optimized websites
Content was created and forgotten
Datasheets and downloads are outdated
You look at your website and think that you
need to have a better presence online
Most small supplier websites

5. Summary
Your website is just a Digital Brochure
PRO - Customers can read about some of your products
CON - Traffic is only coming when you refer someone to your site
CON - Content is difficult to change with your business
CON - Your website is not a resource, it is an anchor

6. The present status quo:
Static, SEO friendly sites

7. Optimization Basics
The 8 Must Haves:
Say what you sell on your homepage
Content (paragraphs should include
keywords)
Easy to Navigate
MetaData: Page Titles, Descriptions,
and Keywords
H1 Tags (matching page titles)
Internal links to through content
(keyword anchor text)
Related “alt” tag in images
SEO friendly URLs

8. Summary
Most suppliers just buy a website presence!
PRO - You will generate traffic based on the content
that you have written.
PRO - You will have a well laid out website that is
optimized for the pages you created
CON - You will be reliant upon a third party for
maintenance fees and edits/additions to the content on
your website
CON - Tracking your efforts can be difficult and futile
because you can’t make changes anyway

9. The Future of Websites:
Dynamic, SEO friendly sites

10. Creating a Lead Generation Machine
Factors to consider when selecting a platform
Price: Prices for a website platform can range from Free to
hundred’s of dollars/month
Content/Layout: Knowing what content/graphics you want
and how you want them organized.
Architect: Who’s doing the design work and actual
programming?
Some Options: Squarespace(visual layout and programming), Wordpress(Great SEO and extremely easy),
Drupal(requires more difficult programming, but is used by Whitehouse.gov), Volusion(shopping cart and
shipping/billing features), Weebly, TypePad, Moveable Type

11. Tools for Tracking
Tracking the success of your Machine
Google Analytics
➡ Tracks hits, uniques, and other factors
➡ Ties into most of the platforms mentioned on the previous page
Google Webmaster Tools
➡ Track all of the ways that your website is analyzed by google
➡ Examine the factors that determine your ranking
Google Keyword Tools
➡ Track what related keywords people are searching for

12. Summary
Content is King!
Set your website up so that multiple people can
create blog entries
Have ability to easily add content to the different
sections of your site
Use SEO friendly platforms for all content added on
top of an existing website

13. Creating content that
resonates with engineers

14. Make website welcoming
Engage your visitors
Clean layout that is not busy
Organized so that visitors know exactly what you do and can
find information easily
Have a clear call to action for your visitors.

15. Expertise
What should you write about?
Teach your visitors technical information about your products/
services.
➡ Tutorials, diagrams, and videos are great content
Explain what differentiates you from your competitors
➡ Why should the engineer not take this knowledge and go find another supplier.

16. Calls to action
What call to action best fits your page?
Phone and Email on every page
Contact Us Form
Whitepaper/Datasheet download

17. Summary
Engineers want to learn!
Clearly define sections. Engineers like organization
Start with basic content on your website and continue to
educate. Engineers will come back to your website to learn
more if they see you continually adding valuable content
Mix up the mediums in which you present content. Keep your
visitors on their toes by uploading videos, diagrams,
whitepapers, and more

18. 5 Things that many supplier
sites are missing

19. One
A clear functional contact us form
21 supplier sites total (small, medium and large companies)
79% had contact us forms
of those 79%:
0% asked if i wanted their newsletter
0% had a confirmation email
23% had websites or forms that were broken in some way
60% followed up with me from my form inquiry by phone or email
-40% followed up by email
-27% followed up by phone
of those 60%:
they averaged 37 hours to get back to me (2-119hrs)
13% followed up more than once
forms:
averaged 596w x 757h
90% were on white backgrounds
95% or more showed their company address and phone number on the page
33% or less displayed an email address or list of salespeople
95% or more asked for your name, email, phone, and your detailed question
61% asked for your address
38% or less asked for your title or country
10% had "other" fields (like specific product related questions)

20. Two
Clear List of Phone numbers/contact info
Data from same study: 100% had phone numbers, but only
33% listed an email address
List contact information based on application/product type not
by market segment.
List people, not just a corporate number.

21. Three
Have a guarantee
How long will it take to receive a call back? 1 business day, 1
business week?
Average company took 37hrs to get back to an engineer, big
companies got back within a few hours, but small companies
took as long as a week
Communicate with your visitors once they contacted you

22. Four
Get links to your site and link to others
Link to resourceful sites like Wikipedia or non-profit/engineering
organizations in your space
Find tools for Engineers and link to the tools that you think are
useful
Solicit other website owners and ask for links back to your site.
This includes your principals, colleagues who you work with, and
other respected individuals in your market

23. Five
Fresh Content
Your presence online will grow
Engineers will return and subscribe to your Newsletters/RSS
Feeds
You have a way to communicate new products, company
growth/milestones, and new technologies

24. Summary
Websites are living and breathing beings
Must have quality content
Optimized content for SEO
Constantly be building

25. How Industrial Interface can help
We are world’s biggest marketplace of engineering
problems - built by engineers for engineers

26. Our website design services
We set it up and you run your own website!
Almost guaranteed that we will be less expensive than hiring a
developer to do your website
Our designs are simple, optimized, and will be a lead generation
machine
No contracts, no maintenance fees. We build the foundation for
you to easily add content and bring traffic to your site

27. Questions
Questions
???
Chris Powell
Founder, Industrial Interface
powell@industrialinterface.com
619.850.0540
Promotion: $5k for a website, 6 filmed(professionally
written) Case Studies, 6months of email marketing and
lead management
Please email me:
**For a copy of the presentation
**To schedule a one on one meeting
**With individual questions