Your website should offer detailed product listing. Remember, just businesses looking to purchase equipment will come to your website. So, all industrial equipment should be listed with specifications. You can place the equipment in categories to make it easier for customers to find what they are looking for.

This is also the best time to upsell. So, list down accessories that can be used to modify the equipment. Make sure it is mentioned on the same page as the equipment so that visitors know that you have the necessary accessories for modifications.

All product listings should be accompanied with clear and precise photos. These photos should have descriptive alt tags to inform visitors what the images are in case they have a slow internet and the photos don’t get downloaded onto their computer or handheld device.

However, make sure that the photos are compressed without compromising their quality to minimize download time. No prospect will wait if it takes forever for photos to load.

The industrial equipment market is competitive. Hence, it is important you choose the right keywords to insert in your website and blog. You should look for common terms that prospects will use to find your business.

Once you have the general keywords, it is time to create more target keywords out of these. Create a free Google Adwords account to access the Google Keyword Planner. This keyword tool will not only let you find out the search volume, but also give you additional keywords, including long-tail keywords, that you may not have thought of.

While there will not be too many heavy equipment businesses in your geographical area, the few that are there will give you fierce competition. Also, it is always an uphill task to find new customers, regardless of whether you are a distributor or manufacturer.

Hence, to ensure you laser target your audience, it is recommended that you run pay-per-click (PPC) campaigns. Your potential customers are already doing research online to identify reliable and trustworthy seller or supplier of industrial equipment. 

When you are in the industrial equipment niche, you cannot ignore business directories, especially niche-specific directories. You will hear the term citations a lot when you are dealing with business directories. Citations refer to your business name, address and phone number, NAP for short.

To come to the attention of your target audience, it is important to build your citations across national and local business directories. However, the key to successful citations and backlinks is accuracy and consistency.  You cannot put Street in one address and Str in the other. 

Social media is not just for retailers. It is also B2B companies. Social media platforms like Facebook, LinkedIn and Twitter, allow you to connect with prospective clients. Yes, they can work even for industrial equipment businesses.

Social media allows you to engage your audience with regular posts. Add links to your product, interesting articles for your target audience, testimonials and history of your company. The aim is to get your prospective customers to begin a dialog with you and then to use your social media profile to visit your website for lead generation or completing a purchase.