The first phase of any sale is when a buyer realizes a genuine need.
If you take the time to properly describe the outcome of your product or service on your home page you will get more highly qualified prospects.
The simplest way to do this is to have a one-sentence description of how your offering addresses one or more major challenges in your industry.
For example: “Donnie’s Drill Presses help manufacturers increase metal removal rates and lower operating costs by shortening their cycle times.” This very clearly outlines the value being offered to the website visitor.
A website visitor who has no need to improve drill press efficiencies will move on.
Although this may seem like a bad result, it will ultimately save you time dealing with unqualified prospects.
Andrew Shedden is the president of Broadfield Communications, a marketing consulting firm that helps manufacturers update and improve their marketing and selling methods. For instant access to over 75 free articles, reports, tools, tips and other resources that will improve your industrial marketing visit http://www.broadfieldcommunications.com.