Design and Build an Effective Exporter Website: Essential Tips for NZ Businesses

NZ Exporter Magazine recently invited Adhesion to contribute to an article on designing and building an effective website for NZ exporting businesses.

Why a Modern Exporter Website Matters

For Kiwi businesses aiming to reach international markets, your website is more than just an online brochure—it’s your gateway to overseas customers and new opportunities. A well-designed exporter website lets SMEs compete with larger international firms, respond quickly to customer needs, and tap into new markets—without blowing the budget.

Is Your Export Website Up to Date?

If your website was built more than a few years ago, chances are it’s missing out on customers you could easily win in 2025. Advances in web technology, user expectations, and global online habits mean exporter sites need regular updates.

Key signs you may need to refresh your exporter website:

• The site isn’t mobile-friendly or loads slowly
• Navigation is confusing or outdated
• There is no clear messaging for international visitors
• You’re not tracking visitor data or learning from it

An export website built three years ago is unlikely to be reaching all its potential customers, according to the company that got the country's biggest exporter online.

Beyond Social Media: Get the Basics Right

While social media helps with brand awareness, world-class exporter websites are built on strong fundamentals:

• Clear, multilingual messaging: Cater to global buyers by offering language options or easy-to-understand content.
• User-friendly design: Make it easy for overseas customers to find what they need—products, logistics, certifications, and contact info.
• Fast loading speeds: Global buyers won’t wait for slow sites.
• Trust signals: Showcase certifications, trade memberships, client logos, and testimonials that matter in specific export markets.

Measure What Matters: Using Google Analytics

Analytics tools are indispensable for Kiwi exporters. Google Analytics (GA4) is a free, powerful platform that helps you:

• Understand where your overseas site visitors come from
• See what products or content they are most interested in
• Identify bottlenecks in your sales or enquiry funnel
• Make informed decisions about future website changes or new market focus

For example, you might assume your main export product is most popular, but analytics data could reveal greater interest in a lesser-promoted item or demand from an unexpected country. Use these insights to adjust your website messaging and product focus accordingly.

Read the full article on the NZ Exporter site.