UK Manufacturing is starting to feel the impact of technological changes, and will have to meet new challenges around optimising productivity for innovation.
“Embracing new technology is right and necessary for manufacturers, but they should also focus on their digital activity, and ensure they have a properly optimised web presence.”
The Impact of Supply Chain 4.0
Supply chain 4.0 is where robotics, analytics, the Internet of Things and big data all converge to significantly enhance warehouse fulfilment functions and overall performance.
“Essentially, this plugs directly in to customer satisfaction. It is designed to improve the customer experience and, therefore, profit margins.”
For manufacturers, though, it also presents a challenge.
“The pressure is on for manufacturers to optimise their supply chains to compete in this accelerated environment. Consequently, there is an increased focus on harnessing technology to make manufacturing more efficient”
Is there something missing here, when it comes to manufacturers making the connection between production and promotion?
“If you’re focusing on optimisation in one area of business, this doesn’t mean you should neglect it in another. Just as manufacturers must adapt to using data more effectively, so they must also ensure their online activity fits in with their business objectives.”
What Does Website Optimisation Mean?
“The process of website optimisation is, in effect, controlled experimentation to improve your site’s ability to drive your business goals.”
This is a step-by-step process, and it should align with business objectives.
Whatever the goals of your website are, you want it to work to get visitors to act in a way which will meet your objectives. These could be about:
- Increasing conversions
- Get visitors to sign up for more information
- Attracting investors
- Capturing leads
- Raising awareness
“Fundamentally, it’s about understanding what your website is for, and refining it to ensure it then functions at its very best to do what you want it to.
Website optimisation will look at the content of the site, from its headlines and its images to its navigation and social sharing functionality, and how mobile-friendly it is.
Optimisation must ensure the site can be easily found by search engines. These key ranking search engine optimisation factors include:
- Page titles
- Load speeds
- The right keywords
- Well-written content
- The overall user experience
How Should Manufacturers Use Websites
“The principle of optimisation is embedded in manufacturing processes. It is taking on a new significance with technological advances. Now, manufacturers must optimise much more with the customer in mind, as smart technology narrows the gap between maker and consumer.”
“This same principle should apply to manufacturers’ websites. In an age where data is so significant, being able to gather and manage it, and attract target audiences through a properly optimised website, will become integral to modern manufacturing success,” Jonathan concludes.
For an accompanying read, please visit Why Must Manufacturers Not Lose Their Online Visibility?