This document discusses elements that should be included in a modern manufacturer's website. It recommends creating a scope and specifications document with the client that outlines project background, target audience, design requirements, infrastructure needs, functionality, and maintenance/marketing plans. The document also discusses why manufacturers need consumer-facing websites to reach end users researching products and channel partners needing product information. It provides examples of key elements a modern site should include like navigation, images, mobile responsiveness, dealer/staff portals, e-commerce functions, search optimization, content, and calls-to-action.

1. 28 Elements
of a Modern Manufacturer’s
Website
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2. Connect With Us
Today’s Presenter:
Darren Johnson is business development manager for PureDriven.
Connect with him on LinkedIn.
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4. Document the Scope of Work
Would you ever consider manufacturing a product without plans?
Before a websit e development company begins designing and building your websit e, t hey should
creat e a basic Scope and Specif icat ions Document wit h you.
The document should include technical information, as well as principles that are common to any project:
Project Background
Company background, project description, budget, time frame.
Target Audience
Define the main users, including their demographics, comfort with technology, and Internet
access. Estimate the amount of traffic expected.
Design Requirements
Corporate branding, colors, fonts, images, video.
Infrastructure
Hosting, mobile, e-commerce, development platform, dealer or staffing portals.
Functionality
Programming requirements, data capture, marketing platform integration, content management
systems, interactive or unique features.
Maintenance and Marketing
Website or content updates, marketing plans.

5. If manufacturers do not have a high-quality, consumer-facing site, they are missing a huge opportunity
with:
The ultimate purchaser of a
product, even if he or she has
no direct relationship with the
manufacturer. The end user is
likely to use the Web to
research the products they
are considering.
Distributors, retailers, and other channel
partners, who need up-to-date, detailed
information about the manufacturer's
products. Distributing printed
datasheets and catalogs, or even emailing PDFs, is expensive and
inefficient, compared with having
everything available in a Web-based
repository.
When visitors first come to your website, they are going to make a split-second decision as to whether your
company makes the product they are looking for or if you provide the service they need.
Your company only has about 5 seconds to communicate their value through what your website looks like.

6. Navigation
Using the Right Images
Navigation
Poll:
Have you acted like a customer
with your website?

7. Mobile
Responsive mobile design requires you only have one websit e
t hat is coded t o adapt t o all screen sizes, no mat t er what t he
device t he websit e is being displayed on.
RESPONSIVE
vs.
DEDICATED
I n cont rast , a dedicated mobile design is a t emplat e. I t is a
complet ely separat e websit e f rom your main sit e, requiring you
t o have a second, mobile-only websit e or subdomain (ex:
ht t p://m.url.com or ht t p://url.com/mobile). Dedicat ed mobile
t emplat es are built f or each specif ic sit e, not per screen size.
Poll: Do you have a mobile version of your websit e? I s it Dedicat ed or Responsive?
.

8. Dealer / Reseller Portal
Staffing Portal
Upload and manage his/her stock
online.
Provide access to all the key
products, warranty, services,
auction and bidding for maximizing
sales in the market.
Potential Recruit
Potential Recruit
Portal
Extend business experience,
provide marketing tools, and
maximize sales and commissions.
Open positions, job
descriptions, pre-applications,
and more.

9. E-commerce
Search Bar
The checkout process should adhere t o
principles of great design f or all e-commerce
websit es,
A modern e-commerce sit e must also have a
search bar at t he t op of t he sit e t hat works.
Most product s have variables associat ed wit h
t he product number. Make sure t hat all of
t hese variat ions are searchable.

10. Search Engine Optimization
Search engine optimization (SEO) is the process of enhancing the visibility of a brand's Web presence
for organic (free) search results rankings.
META TAG
DESCRIPTION
URL
IMAGE ALT
PAGE
ATTRIBUTES
TITLE
PAGE
INTERNAL LINKS
HEADING H1H2
BODY
CONTENT

11. Content:
Quality First,
Then Quantity
Product Information
Spec Sheets

12. Our Accelerated Lead Growth (ALG) Program couples inbound marketing with additional
Internet marketing tactics to build leads for our customers.
The ALG program combines the ALG marketing software with PureDriven’s marketing
strategies.
Get More Traffic
Get More Leads
Get More Sales
With SEO, Social Media, and
With Landing Pages, Calls-To-Action,
With Email, Lead Intelligence,
Blogging Tools
and Forms Building Tools
and Marketing Automation
Start your free trial of the
ALG Software today
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13. Calls-to-Action
CTAs
Calls-to-action (CTAs) are the
elements on your website that drive
visitors to take an action, whether it
is a whitepaper download,
contacting sales, or product
purchase.

14. Landing Pages
Landing pages are used to convert visitors into leads by completing a transaction or by
collecting contact information from them. Effective landing pages are what will turn your
website into a lead generating machine.
Headline
Form to capture
information
Brief description
of the offer/CTA
At least one
supporting image

15. Forms
A form on a landing page is the key
to converting your prospects into
leads when it is time for people to
purchase, sign-up, or download an
offer.

16. Thank You
www.puredriven.com
marketing@puredriven.com
QUESTIONS?
218-834-3170