Websites are the new business card. Not having an optimized and modern website will cause building materials companies to miss out on lead generation, revenue and growth. Why is this? It takes 50 milliseconds for users to form an opinion about your website and whether they’ll stay or leave.
While the building materials industry was initially slow to adopt digital marketing, it’s now essential for success in 2021 and beyond. A website’s design speaks a lot about the company itself — how they like to represent themselves, the effort and time they put into the brand and the experience they try to give customers.
Building materials companies can invest in developing their website’s functionality, features and design to act as a marketing asset and not a liability. It should be easy to navigate, shop and get personalized information when customers demand it. Providing this will help you sell to architects and provide memorable brand experiences.
Continue reading to see five of the best flooring manufacturers’ websites and what you can do to replicate their success.
Mohawk is the world’s largest flooring company and generates $10 billion in annual revenue. They regularly retain a spot on the Fortune 500 list and offer customers flooring options in 30+ different categories.
As soon as you land on their website, you’re greeted with recognizable brand colors that highlight important sections. For instance, a 30% sale banner is placed at the top with a “Learn More” call to action which provides architects an incentive to click through and take advantage of the deal.
The landing page provides benefit-driven sales copy communicating that architects and designers will save up to 30% off their purchase and receive 0% interest for up to 18 months. Urgency is created by setting a strict deadline that the offer can be taken.
Mohawk also uses a quiz as a marketing tool to help customers find the exact product they’re interested in.
It asks questions about what they need, its application and the material they’d like to work with.
After filling out the quiz, architects are recommended very specific products to increase conversions versus having to manually navigate the website and find it themselves.
Your company can create quizzes specifically to sell to architects or other building audiences like DIYers and contractors since their goals differ.
Nydree Flooring is a leading engineered hardwood product manufacturer that generates $43 million in annual revenue. There are many components of their website you can learn from to improve your own digital marketing.
The above-the-fold section of a website (the first section you see) is crucial for engagement. It’s the initial area that prospects see, and if it doesn't provide value, they may leave.
Nydree uses a value proposition by stating “The World’s Toughest Hardwood Flooring.” This also clearly explains what they sell and offer. Two calls to action are located below this to drive users to inner pages.
They take advantage of a video on the right side to explain their company and products. 85% of internet users in the United States watch online video content on a monthly basis on all devices. As a building products supplier, you can embed videos to explain products, your company’s history or answer frequently asked questions.
Nydree uses a logo bar below this, creating social proof. In fact, 88% of consumers trust reviews as much as personal recommendations. This builds trust with architects and designers as they can see Nydree is trusted by well-known companies such as The Ritz-Carlton and Nike.
A testimonial from one of their customers along with a success story video creates more social proof while showing prospects the type of success they can have by working with Nydree.
Scrolling down the page, you can find a lead magnet — a free resource given in exchange for a lead’s information. In this case, it’s a flooring guide.
Upon clicking the call-to-action button, you’re taken to a landing page where you can enter your information to receive a free copy. You’re then opted into their funnel for remarketing.
Wicanders has been providing flooring products to the building community since 1868. One of the greatest marketing aspects of their website is the Floor Simulator tool they offer.
You can choose between different types of wood and colors to see how it would look in real-life environments. This helps potential customers determine if they are purchasing the correct product. By doing so, it can reduce the chances of refunds and returns.
Wicanders is able to stand out and offer free value to customers without directly selling. Consider developing calculators, estimators and similar tools to attract building audiences to your website.
They take advantage of content marketing with a similar approach. In the “Get Inspired” section of the website, you can view projects that were completed using their products.
Not only does this serve as inspiration for architects, but it also gently sells Wicanders products. You can take this same approach on your website and social channels by displaying projects that were completed using what you offer.
Kronospan is a flooring manufacturer that generates €4 billion+ annually. Note that on their website, the navigation is simple and easy to understand. It helps point users in the right direction while dropdown menus improve the SEO authority of inner pages.
The product pages include detailed descriptions that explain the sizing, guarantee, appearance and other components of each flooring material. This helps customers make the best possible purchase decision with as few objections as possible. Ensure that your product pages include all of the necessary information for pros to make easy purchases.
High-resolution photos accompany each product to show the flooring materials up close. 75% of online shoppers rely on product photos to make purchases, so ensure your company invests in professional photography.
Similar to Wicanders, Kronospan also has a flooring visualizer specifically for architects. Note how the page itself is called “Architects.” This is a staple advertising and copywriting strategy that works by addressing a specific audience. By doing so, you capture the attention of a very specific buyer persona. Not everybody.
The visualizer allows pros to choose different products and see how they would look when used in real-life projects. This prevents refunds and returns and increases satisfaction.
Last but not least, Armstrong Flooring. With annual revenue of $585+ million, there are numerous marketing strategies you can extract from this leading floor manufacturer’s website.
Above the fold of their website, they take advantage of video to explain Armstrong Flooring’s goals, values and how they improve the lives of its customers.
They separate their website into three sections: “Builder/Pro,” “Residential” and “Commercial.” This allows for different audiences to locate exactly what they need, spend less time on the website and get to the purchasing stage faster.
Optimize your website’s main navigation to display the most important pages. Label them in a way that helps pros easily understand where they’re navigating and if it’s specifically for their industry or needs.
Armstrong Floor builds trust and rapport with its customers by clearly communicating its mission and goals on the “Sustainability” page.
This allows building pros to connect deeper with the brand by understanding its long-term vision and what it is trying to achieve. You can take a similar approach by displaying your company members, publishing behind-the-scenes content or writing an in-depth About page like above.
Strategic Websites Are Essential for Growth
A professional and modern website isn’t just for branding purposes. It plays a role in your marketing strategy and growth. Architects and designers judge a website based on its appearance, design and the experience it offers them.
Outdated websites won’t drive conversions, performance and measurable growth. However, investing in a website that moves people deeper into the marketing funnel can drive your bottom line.
As you can see from the flooring manufacturers we outlined today, there are strategies that can turn your website into a valuable marketing asset.
First, its design. To effectively represent your brand in the best possible way, it should be clean, professional and match your logo and brand colors.
Second, tools and interactive content are an effective way for suppliers to build trust and offer value without hard-selling. They can lead to personalized product recommendations and offer a place for pros to return again and again to get the answers they need.
Third, lead magnets, which are free resources, help capture information of prospects before they leave your websites so you are able to remarket to them and drive conversions. Offer free guides, reports and other downloadables to get leads into your company’s marketing funnel.
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