Originally Published in BIC Magazine, September 2019
BIC Magazine: Does Your Website Inspire Action?
Essential website development principles for industrial companies: creating potent messaging, maintaining current content, and inspiring visitor engagement.
By Doug Mansfield | President, Mansfield Marketing
BIC Magazine Cover, September 2019
BIC Magazine Article, September 2019
February 2026 Update
The 2019 article made the case for purposeful website communication. Every principle in it remains accurate. What's worth adding is a dimension that didn't exist when this was written.
"Being current is key" was framed around search engine rankings and human visitor credibility. Both still apply. But current content now matters for a third reason. AI systems prioritize content that signals active, ongoing expertise. A website last updated years ago communicates something to a human reader. It communicates something different but equally damaging to an AI system deciding which sources to cite.
When I think about who is "visiting" a website in 2026, the answer is more complicated than it was in 2019. AI crawlers read your content before many of your human visitors arrive. What those crawlers encounter determines how your company gets represented when buyers ask AI platforms for vendor recommendations. The website that "inspires action" now needs to inspire accurate representation in AI-generated answers, not just encourage human visitors to fill out a contact form.
The article's point about CDN technology is still valid and has become table stakes. But the more pressing infrastructure issue is structured content. AI systems favor content that is clearly organized, uses specific language, and makes definitive statements about what a company does, who it serves, and what makes it different. Vague positioning doesn't just fail to inspire human visitors. It gives AI systems nothing concrete to work with.
The principle about not advertising before your website is ready translates directly. Don't invest in AI search visibility before your website communicates something specific. If your homepage could belong to any industrial company in your sector, AI systems will treat it that way when generating answers. The companies getting cited as authorities are the ones that made clear, specific claims about their expertise and backed them up with consistent content.
One thing the article got exactly right in a way that aged well: "the goal is not for the website to answer visitors' questions but to inspire your audience to further engage." AI search has inverted part of this. AI systems want content that does answer questions thoroughly, because they're building answers from your content to deliver to searchers before those searchers ever reach your site. The website now serves two purposes simultaneously: direct response for visitors who arrive, and source material for AI systems that are drafting answers on your behalf.
The original article appears below.
Your Website Must Communicate with Purpose
A website is an essential foundation to any effective marketing strategy. With websites, especially for the industrial sector, it is paramount to communicate with purpose and in a fashion that invites and inspires customers to take action. What will distinguish your brand from competitors is the strength and authority communicated through your website.
When people visit your website, they should instantly feel confident that you are an expert in your field. This should start with a clear purpose that is concise and consistent with your brand. The communication of your website homepage is critical, so limit the number of words and use language that encourages action in the marketing copy.
Create a Potent, Concise Message
In the past, websites used to contain lengthy descriptions of product information on the homepage. This is widely considered an antiquated form of website development and not as efficient as providing key benefits that catch the reader's eye. Only after pertinent information has been clearly and concisely conveyed on the homepage should you elaborate with technical details. These details should be included only on the inside pages of the website, if at all.
Often, companies will invest time and money into advertising campaigns prior to having a website that meets quality guidelines. In doing so, you would not maximize the effectiveness of establishing brand credibility and converting visitors into sales opportunities. When you market your brand and the target audience does not feel inspired by visiting your website, your marketing strategy is not efficient.
Being Current is Key
Another important aspect is to make sure your website presence and content is current; this is made possible by developing strategies for monthly content updates. New content is critically important for search engine rankings and to build credibility with potential customers visiting your website. Whether you serve a local or international market, your website will set the tone for how your audience will engage with your business.
In a globalized economy, businesses that are serious about engaging potential customers are using content delivery network (CDN) technology. CDNs essentially create copies of your website across the globe and automatically connect visitors to the closest resource, depending on their location. This increases the speed and security of your website. Once considered a benefit only the technically elite could use, CDN website services have recently become more affordable and common.
When you have created a website in excellent condition, your website becomes the cornerstone of your digital marketing campaign. This will ultimately allow you to focus your efforts on strategic advertising where consumers will engage with your website and know that you are credible and knowledgeable. The goal is not for the website to answer visitors' questions but to inspire your audience to further engage with you and learn more about your business.
This article was originally published in BIC Magazine (September 2019). Read the original publication →
