Benefits Of A Branded Website In The Water & Wastewater Market

If I was to identify the biggest misconceptions around brand publishing in the water and wastewater market, I would point my finger at two specific things. First, the understated and misidentified notion of what “content” actually means and second, the understanding around how to build an effective branded website.

I’ve talked about the first in a previous post and today I will dig deeper into the concept of a “branded site.”  Far too often I hear about copious amounts of money being allocated towards “our new website” with the hope that it will revolutionize how the company presents itself to the market.  The problem in many of these instances is that the website tries to do two competing things at once and fails to engage visitors.

Here’s what I mean.  Historically, a website is designed to let the market know who you are, how great your products and services are, how prospects can contact you, etc.  For many years from the mid 90’s until about 5 years ago, that approach worked, until it didn’t.  In today’s marketing climate the real issue is if you have a website dedicated only to and about you, why would anyone go there? 

As I’ve mentioned before, 55-70% of the purchasing decision is already made BEFORE a prospect or customer contacts you.  That means, in all likelihood they are only coming to your site AFTER a majority of their buying decision is completed.  While that’s a plus that they are there, wouldn’t you like to reach them MUCH earlier in the process?  I would think so.

Many companies in other markets have adopted the Duality of Display philosophy when approaching their website strategy.  They of course have a company website and that site will have a list of their products, what makes them better than the competition, a way to contact them, a company logo, etc.  But they will also have a branded site that is meant to educate, inform, sometimes entertain and of course connect.  Connect to those prospects who are currently in the early stage of their buying decision (AKA the “First 70”) that have no reason, need or want to visit a company’s corporate site at that given time. 

Some manufacturers in this market have already begun to make the connection and have developed content centric sites designed to attract their prospects and customers during the “First 70”. 

Smith & Loveless Inc. have done a fantastic job at taking steps needed to be helpful, not promotional.  Their site “Grit The Facts” (http://gritthefacts.com/) offers a section centered on “Grit Basics” that features informational pieces around Grit Movement in Water and a section as simplified as Definition and Profiles.

Not to be outdone, Hydro International introduced its own branded site targeting the “First 70” named Advanced Grit Management (http://www.advancedgritmanagement.com/).  The sections named Understanding Grit and Knowledge Hub offers their prospects and customers a chance to educate themselves, not get “sold” something.  That’s attractive. 

These examples offer a perfect contrast to the “Look at me, look at me!” websites that by nature aren’t functional when trying to make an impact or develop on going relationships with prospects and customers.   By giving engineers what they want, information over promotion will put your brand back in the driver’s seat.