Most manufacturing websites look professional, but very few actually support sales, marketing, or long-term growth.

In this episode of The Website Growth Show, Rana Shahbaz speaks with Judd Lyon, a web strategist with deep experience working with manufacturing and B2B organisations, about what actually works when it comes to website strategy for manufacturing companies.

This conversation breaks down why manufacturing websites require a different approach from typical service or e-commerce sites. From long sales cycles and multiple decision-makers to complex products and internal alignment challenges, Judd explains how strategy, messaging, and structure must work together for a manufacturing website to drive real business outcomes.

If your manufacturing website feels disconnected from sales, fails to generate qualified leads, or keeps getting redesigned without results, this episode will help you rethink how your website should function as part of your growth system.

What You’ll Learn

• What website strategy for manufacturing companies really means
  
  
• Why most manufacturing websites fail to generate leads

• Why strategy matters more than design for manufacturers
  
  
• How to improve messaging for technical and industrial buyers
  
  
• The role of navigation and information architecture in complex websites
  
  
• Why redesigns often fail without strategic alignment
  
  
• How to align sales, marketing, and website goals
  
  
• One practical step manufacturers can take to improve their website
  
  

About Judd Lyon

Judd Lyon is a web strategist with over 20 years of experience helping manufacturing and B2B companies build websites that support real business goals. He specialises in strategy-led website development, information architecture, and aligning complex offerings with clear, effective messaging.

Timestamps
00:00 Why manufacturing websites struggle
01:40 What makes manufacturing websites different
04:30 Why design alone does not fix website problems
08:10 What website strategy really means
12:20 Messaging for technical buyers
16:30 Structuring content for long sales cycles
21:10 Navigation and information architecture
26:00 Why redesigns often fail
31:30 Aligning sales, marketing, and website goals
37:00 One action manufacturers can take today

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