An effective defense contractor website means your website not only looks great but is secure, generates interest, leads and visibility and helps company grow. Websites no longer serve as solely proof of a business’s existence, but instead as a tool that can help increase revenue and create partnerships. We will provide some insight as to how you should structure your defense contractor website to make the most of your online presence.
Many businesses in the defense contractor space don’t feel that they need to invest in their website because they don’t sell any services directly through their website. But as our world continues to evolve and the dependence on digital technology increases, this couldn’t be farther from the truth. A well-designed b2b website can now serve as a powerful tool to help drive new traffic, convert visitors into business leads, and help create lasting partnerships and business growth. So why is a well-designed defense contractor website so important?
Serves as a Reflection of Core Values and Standards
Would you want your multi-million-dollar defense contracting business to be misrepresented by a poorly designed website? Now more than ever, we also need to think about the increasing dependence on digital technology, which is especially important during the COVID-19 pandemic. Over 90 percent of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. Therefore, your business website needs to be attention grabbing from the moment someone clicks your link. In today’s world, your business “storefront” is now your website since there is much less person-to-person interaction during the pandemic and businesses are being forced to operate remotely. Since your defense contractor website can be the first place someone interacts with your brand, you want to ensure it best reflects your business’s core values and standards.
For example, take a look at this website design for Volant Associates that contains
- A clear value statement
- Explanation for how they help
- Their competitive advantage
Allows You to Attract the Right Type of Talent
Another important component of a defense contractor website is the job application section. If you’ve suddenly found yourself hiring 30 people yet you’re still struggling for recognition as you’re working alongside Fortune 500 firms that have household names, what should you do? Are you hiring the best and brightest or the group of people that’s been picked over by everyone else?
Job searchers are now more than ever still looking for new careers, according to Monster, over 85% are still considering searching for a new job amidst COVID-19, so your website careers page needs to be highly effective. One of the best ways to attract the right type of talent is to have a well-designed website. A website serves as a first impression for many visitors, including job applicants. A well-designed website is more likely to attract serious professionals (with the right qualifications) because they can easily navigate through the website to math their experience with your company’s services and values. A well-designed website also offers a higher level of professionalism, helping to create a better first impression for potential employees.
Helps to Educate Visitors and Create New Business Leads
A defense contractor website should have a few key qualities that will help lend to a better business experience for first time visitors. The website needs to serve as a place to first attract the right type of people, then educate and inform them about what your business is all about. Some key qualities of a website that help create the best visitor experience include:
- A clear mission and vision statement for the company
- A direct message on what the business does and who they look to partner with
- A mobile responsive website that can provide the same visitor experience across any device
- A website that is easy to navigate to find information in a quick and efficient way
- A call to action that drives a visitor to further interact with the business (such as requesting a quote or joining a newsletter list)
- A website that performs well and is secure to protect visitor information
Gives Your Business a Voice
Integrating a business blog is a vital tool that many defense contractor businesses haven’t considered. A blog serves as a great way to give your business a voice on important news and topics, helping connect your defense contractor business with the right types of individuals (and potentially future partners) that see your business as a trustworthy source of information.
It also serves as a way to improve search engine optimization. Search engines rank websites based on how frequently they are updated, so a blog can help keep content fresh and relevant on a recurrent basis.
Allows You To Share Customer Success
Defense contractor businesses need their website to demonstrate past success to help new visitors evaluate whether their services will meet their needs. Besides reviews, one of the best methods for this is to incorporate a case study section (view a sample website case study here). Case studies serve as a dedicated resource for understanding what exactly your business does and how they have provided value in the past. By integrating different types of content into your case study section, such as reports, photos, video, or other educational information, visitors can really grasp what your business is capable of and how you could potentially serve them in the future.
The Pioneering Evolution Website provides customers with a dedicated case study section so visitors can see real life scenarios of how they have successfully implemented their solutions.
Why to Include Case Studies On Your Business Website:
- Develops customer confidence
- Drives brand loyalty
- Creates a story for your product
- Generates word of mouth
If you are unsure whether your business contractor website is in need of an upgrade, you should consider not only the look and feel, but also how it educates and informs your visitors. A website that is easy to navigate, performs well, creates a good visual impression, and educates visitors will help connect you with potential partners, as well as attract the right type of talent for your workforce.
Alliance Interactive is a digital, web design, web development, and website maintenance agency for nonprofits, associations, b2b organizations, and more. Give us a call today at 888-222-9056 or contact us here.