If you can only invest in one promotional tool for your bioprocess business, we always recommend that you regularly invest in your website.
Unlike your traveling sales reps, multitasking management, and swamped field application scientists, your website never sleeps. It is always on, receiving page views from biopharmaceutical customers around the world. In many cases, it is the first impression that prospects have of your business. It serves as the introduction to your company and is a reflection of your brand that builds credibility with your customer. It’s job is to inform about your product, its performance, and its reliability. So, let’s take a deeper look at why maintaining your website is important.
Credibility
Your website establishes your company’s credibility (or causes you to lose credibility if the user experience is poor). That credibility builds trust.
This isn’t just “marketing speak.” Think of your own personal web browsing behavior. You don’t even think about it, but subconsciously, you know a high-quality website when you see it (and, conversely, you know a poor site when you see it). This impacts your impression of the company.
A reflection of your product quality
In your bioprocess and life science business, your product’s quality, reliability, and consistency are paramount. Could you sell your instrument, consumable, or raw material if its quality or consistency is poor? Of course not. Your website reflects your company’s product. If the quality and brand consistency of your website isn’t up to par, then that plants a seed of doubt into your customers’ mind.
Remember – it’s easier for them to simply go with the established, big supplier or CDMO. You need to stand tall and make a high-quality impression to immediately build that trust. Does your current site reflect the quality that you wish to convey to the customer?
Lead generation
Of course, the ultimate goal of a website is to fill your sales funnel. Is your current website optimized for search? Google your product or service’s generic name (e.g., “LC-MS” or ” mAb cell culture media”). Does your product appear on the first page? Second page? Sixth page? How about your website’s user experience: can visitors easily find the content that they are looking for once they arrive? Does the site contain the necessary application notes, thought leadership pieces, and gated content to help you generate leads? Is your high-value content gated?
Mobile optimization
When was the last time you checked your current site on a mobile device? I’m guessing its been months. Take a look on your phone. Is the mobile experience what you would like it to be? In our field, mobile usage is increasing – as high as 30% (and climbing). That means that a full 1/3 of your customers are browsing your site from their mobile device! Yet most life science supplier sites are simply not optimized for mobile. We’ve seen too many mobile sites with crammed interfaces, interminable 3-word-width copy scrolls, and poor, if not confusing graphics. All of this leads to a broken user experience within seconds.
Take a look at your entire site with fresh eyes
Are there any broken links? Outdated content? When was the last time you announced news or updated your blog? Can customers easily find the next event at which you will be exhibiting or attending? Most suppliers have an international customer base. Are you making your site available to them in their native language?
Need a website that speaks your science and your market?
Let’s build something that works.
Hapatune offers website design services for bioprocess suppliers, bringing a the right combination of scientific fluency, design expertise, and digital know-how.
Reach out to learn more.