How to harness personalization on manufacturing websites
The right information for the right visitor – exactly when it matters.
Customers in the manufacturing industry represent a diverse mix. Buyers focus on business outcomes, while technical experts need precise product details. Resellers care about order information and their own customer base. One client wants a tailored solution, another browses entire product families. Geography also shapes what options make sense to offer.
In this blog, I’ll share practical ways personalization helps manufacturing companies serve their customers better.
Role-based content speaks differently to buyers and technical experts
Visitors come to your site with different expectations. A technical expert looks for hard facts: certifications, specifications, and measurements. A buyer cares more about references, benefits, and ROI.
You can personalize content by role in several ways:
- Build dedicated landing pages and user journeys for each audience.
- Engage visitors with dynamic content.
- Offer the right contact options and forms that match each stage of the journey.
The right product and the right path
A broad product catalog can quickly become overwhelming. No customer wants to scroll through hundreds of items – from relays to drill bits.
Marketing, sales, and digital services should share one goal: guide customers quickly to the solution that matters – whether it’s a corrosion-resistant structure, a service description, or a maintenance order.
Personalization creates these pathways without duplicating content. For example:
- Content organized by common use cases or industries.
- Product group views that lead directly to the right item.
- Cross-links: “Interested in this? Check out X, often used in the same context.”
- A personalized AI assistant that advises on products, sales, or usage.
Adapt content to the visitor’s location
Does the customer operate in Finland, Germany, or Sweden? Each market requires different content, language versions, and sometimes even a unique product range. Location-based personalization ensures the right audience gets the right information.
You might use:
- Localized references, e.g., “See how our customers in Sweden use this.”
- Automatic language and currency settings.
- Regional contacts and support services.
Geographic personalization builds trust and makes it easier for customers to get in touch. Strong personalization also respects cultural differences, such as tone of voice and product images.
Guide resellers to added value with smart recommendations
Personalization doesn’t just mean highlighting best-sellers. If you’re searching for hall lighting, you don’t care that others buy work lamps.
Recommendations should make resellers’ work easier and add value: compatible products, accessories, or current promotions.
In order channels or extranets, you can leverage:
- Smart product recommendations based on previous orders.
- “Frequently bought together” highlights on product pages.
- Personalized calls-to-action (CTAs) that genuinely guide to the next step.
Well-targeted recommendations save time, enhance customer experience, and increase order value.
Use data to continuously improve the experience
Data powers personalization as an ongoing process. It reveals what different user groups search for and where they drop off. These insights help refine services to be more customer-centric.
Focus on:
- Website analytics: track which paths convert best.
- A/B testing: find out which content performs strongest.
- Customer feedback and usability testing: listen to real users.
Even small adjustments can significantly boost conversion and satisfaction.
Personalization is a service, not just technology
At its core, website personalization means helping your customer. They find what they need easily and feel your company truly understands their situation.
That requires considering roles, needs, locations, and products already during design. That’s why you should make personalization part of digital service development from the start.
Want to explore practical opportunities for personalizing your digital services? Get in touch – we’ll design a solution that truly serves your customers.
