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Website for machine dealers: these are the most important points
You should consider these five things in terms of design and content when setting up a website as a machinery dealer.
You should consider these five things in terms of design and content when setting up a website as a machinery dealer.
Nowadays, a website is the most important advertisement for a company - this also applies to the construction and agricultural machinery sector. The website is the central point of contact for your online presence: not only can existing customers find out about current topics and offers here, but it is also often the place where new customers come into contact with the company for the first time. A clear, well-structured and visually appealing website is therefore the most important step in establishing a successful online presence as a machinery dealer. We explain which points you should pay attention to when setting up a website for your machinery trading company.
When customers click on the website of a machine dealer in the construction industry, but also in agriculture, they are looking for one thing above all: Information. And this information should ideally be well presented and easy to find, because few users bother to click through a website. Conversely, this means that the most important information must be centrally located on your homepage so that customers can find it at first glance. In the agricultural and construction machinery sector, this primarily includes the location and the brands that are carried. Specific information on the machines available is also essential. However, to ensure that this does not overload the website, it should be neatly presented for the customer in a machine catalog.
Another important point that significantly influences the design of a successful website is understanding when and where a user visits your website. In the machinery trade, this is precisely the case when a customer is browsing for a new purchase. However, this rarely happens in front of a computer - customers are much more likely to browse on the sofa or at the coffee table on their cell phone. It is therefore particularly important to ensure that your website is also easy to use in the mobile view and that graphics and design are displayed correctly. Many companies in the machinery industry still make the mistake of neglecting the mobile view of their website. This not only causes customers to leave the website annoyed, but can even lead to a drop in SEO ranking. Ideally, the mobile view of a company website should therefore be prioritized at least as highly as the desktop view, if not even higher.
User experience (UX) is of crucial importance when it comes to a company's online presence. We've all been there: if the site takes a long time to load, if we can't find the information we want in just a few clicks or if impractical design elements block our view, we prefer to look for another website on the Internet. So if you want customers to stay on your company website for a long time, you need to make sure that the site is as intuitive as possible. Clear navigation in the header is an important first step in making the website as intuitive as possible. A clear website structure helps your customers to feel comfortable and stay on the site for longer.
When they hear the word interactive, many companies immediately think of elaborate gimmicks that don't actually add any value to the company. However, interactive elements on a website can significantly enhance a customer's user experience and thus significantly improve the time spent on the website and loyalty to the company. In the machinery trade, interactive elements that add value to any website definitely include a configurator: by clicking on various options, customers can not only find their dream machine, but also receive an individual quote and detailed data on the machine. This significantly increases the chances of a successful purchase.
Establishing contact with customers is one of the most important aspects that a website should fulfill. But how do you ensure that the customer doesn't just look, but actually interacts with the company? This is where the call-to-action (CTA) comes in: cleverly placed buttons or other instructions are used to guide the customer in the right direction. For example, machine dealers can offer their customers the opportunity to request a quote for a machine directly on the website, reserve a machine or contact a consultant. This strengthens customer loyalty to the company and generates leads.
