The Manufacturing Marketer Homepage Hero Horror
Jun 5, 2025
Explore the missteps manufacturers make on their homepages that can scare away potential customers. Instant promises must be clear and focused on the audience's needs. Navigation should be streamlined to prevent confusion. Clear, action-oriented CTAs are essential for conversion. Diving into effective headlines and subheadlines, they stress the importance of trust-building metrics and authentic visuals. Plus, avoid the pitfalls of investor-focused designs and leverage community resources for industrial marketers.
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Episode notes
Strip Down Navigation
- Simplify your homepage navigation to a GPS for conversions rather than an encyclopedia of links.
- Keep primary nav items to essentials like Products/Services, About, Pricing, and Resources to reduce paralysis.
Industry Pages Often Add Clutter
- Many industry pages are duplicated across sectors and add clutter rather than value unless truly unique.
- Let data (analytics) decide whether industry pages belong in primary navigation.
Make CTAs Specific And Compelling
- Use distinct, action-oriented CTAs that state the next valuable step, not vague verbs like "learn" or "contact."
- Match hero and nav CTAs and make the primary button visually distinct to drive clicks.