4 min read
In this post, I’m going to share everything I know about attracting good prospective engineering clients into your business.
I’ve separated the post into 7 traits which contain the most important aspects of a professional engineering website. Improving any of these traits will help increase the productivity of your website – generating leads for your business.
Let’s Get Specific
Specifically, I’m going to help you
- Demonstrate authority in your field
- Grab attention from your target audience
- Ensure accessibility from any web enabled device
- Reflect the efficiency of your business in your website
- Keep your website secure
- Provide maximum visibility for your website
- Ensure your site generates a return on investment
Sound good? Let’s go.#
Authority
The work your firm does is technical requiring many competencies in skilled areas. It’s important your website demonstrates to visitors that your company is an authority in its field.
Accreditations & Awards
Showing Accreditations and Awards is a great start and essential if you have them.
Accreditations & Certificates should usually be in your footer close to your contact form. Awards can be higher up on your Home page if they are recent.
Move them down once they are 6 months to a year old.
About Us Page
This is one of the most visited pages on a website, it’s a great place to add a mission statement. Here you can add more technical detail about any certifications and company facts.
It’s important to note you should be writing for your customer. Talk to them about the problems you can solve for them.
Include a Staff Section to show the qualifications of your team and any areas of expertise they have.
A staff section can also display the friendly human element of your company.
Testimonials
These are an essential part of securing client confidence in your company. Display testimonials across your whole site, positioning them in relevant places when possible.
Case Studies
Case Studies show how you have helped to solve other similar problems in a way leads can relate to. It’s best to use a four part structure to demonstrate your role in the project.
Add photos and video to give credibility to your message.
A relevant testimonial from the company will underline authority in your field.
Blog Posts
Blogs are often tough for many companies – what should they write about? It’s essential to find out what your customers like to read.
This doesn’t always have to be content related your products, services or even your company.
Write helpful and informative content to benefit your customers.
Many subjects that interest your target client are worth writing about.
Company news such as new products, services, members of staff, or awards are an easy win for blog posts.
Write them in a way that draws in your clients, and explain how this update will benefit them.
Engineers are often too busy working to get involved in a marketing capacity.
To get the best stories, a staff member or copywriter should actively talk to your team.
Find out what they are proud of and what they are currently working on at the moment. This provides easy content for your blog.
However, these events don’t always happen often enough in one company. It’s important to generate other ideas that interest your clients enough to read and share.
Write about industry news to demonstrate that you keep current with technology and industry events.
The more you know your target customer the easier this is:
- General engineering industry news can be tailored to news in your clients’ sector.
- Solutions to common problems can be narrowed to specific problems your client has.
- Write about industry events & expos that are relevant to your customer.
- Technical papers & research bolster your authority in your field and encourage sharing.
Social Proof
Use LinkedIn to strengthen relationships with clients and win projects. Share your case studies and posts with a wider audience, driving traffic to your website.
Facebook & Twitter are not usually a big consideration for an engineering firm, yet they provide an easy way to share your blog posts and case studies.
“Your client may not care about numbers of followers or likes, but Google does.”
You will find they are increasingly used by a wider section of the engineering industry.
Case studies and blog posts should encourage visitors to share them.
Connect your site to your social profiles and ensure they contain a link back to your site.
Your client may not care about numbers of followers or likes, but Google does.
Google uses social signals when ranking your website. These will influence your site’s authority in search engine results.
Global Reach
If you have international clients, display a Google map showing their diverse locations. Use pins for each project you have worked on.
