Why You Need Industry Pages On Your Website

There are two schools of thought when it comes to whether or not you should have separate website pages for the industries your enterprise serves.

One camp believes if you list out the industries you serve on your website, visitors who do not see their industry will assume you do not do work in their field and move on.

The other camp feels if you do not provide industry-specific pages, you are missing out on an opportunity to provide more in-depth information to potential customers that is geared specifically to them.

I think both sides make a great point, but I tend to feel there is a solution that renders both arguments mute. I propose there is a way to list industries on your site, but still provide an impression that if a visitor’s industry is not listed out specifically, you’re still equipped to handle their business. This can easily be accomplished through a link to an “Other Industries” page at the bottom of your industry list.

Go ahead and create an industry page for up to seven main industries, but then list out some of the work you’ve done in other industries on your “Other Industries” page. If you craft your message properly, in just a few sentences, you can show visitors you are equipped to handle either their specific type of business, or better yet, any new type of business that comes along.

Let me walk you through the process. First, let’s address the industries you should actually list out on your site. Spend some time researching which industries drive the most revenue for your company and which industries you anticipate will drive revenue in the future. Once you have a clear picture of which industries they are, generate a list of the top seven. Then, proceed to develop copy, images and other content that speaks specifically to the people in those industries. If you have done your research properly, this should cover a significantly large portion of your existing and future customer base. This should all be pretty easy to accomplish and most likely something you’ve done numerous times before in some capacity.

Now, let’s create your “Other Industries” page. Don’t simply put up a list of additional industries beyond the seven you’ve already listed, but instead, provide a clear and concise message about your experience in other industries and let your audience know you are confident you can translate your success to their challenges, too. Just remember to keep your messaging customer-focused and speak to learning more about their specific industry’s challenges once you have discussed their specific needs.

If possible, try to get some quotes from customers who are not in your seven main industries that can demonstrate how you helped them overcome some very specific challenges. Be sure to feature those quotes on your “Other Industries” page. If you can obtain some quotes that speak to how quickly you learned customers’ industry-specific challenges, even better. Be sure to develop content based on your individual company’s products, services and experience.

By following these simple content creation steps, you can have a robust industry-focused section of your website that not only highlights the main industries your company serves, but also lets prospects whose enterprises do not fall into those industries know you are more than capable of helping them solve their specific challenges.

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