Are you turning specifiers off before they really get to know you?

Specifiers have told us that their first port of call is often the technical section on a supplier's website. If it’s hard to navigate and doesn’t have the right information, they'll simply move onto the next site. Specifiers need easily accessible information — so you need to do the work for them.

Do you know what specifiers are looking for, how easy it is to find on your website and is it up to date?

Specifiers want to access key information in one click, it shouldn’t be nested in layers to navigate through.

Once there, they'll need to see:

• The scope of use and limitations of use
• Product performance in relation to NZBC/NZS
• A statement of maintenance requirements
• Provide downloadable guides that have all this information — not just your marketing material. A complete technical manual that they can bookmark or store is even better.

The technical section on your website is more than just a place to get information, it’s a proxy for how easy you are to deal with. If you make it easy for specifiers to gather information, the assumption is you’ll be responsive and easy to deal with if they need assistance. Your website is the first line of defence in building your brand reputation.

Request a copy of Specifier Insights 2020