What a manufacturer's website actually needs

Your website's job is not to impress. It is to let a buyer confirm you can make the thing, and then contact you without friction.

Capabilities in specifics, not adjectives

'Precision manufacturing solutions' tells a buyer nothing and ranks for nothing. Materials, tolerances, machine envelopes, run sizes, and secondary operations tell them whether to keep reading.

This is also the content that gets found, because buyers search by capability and material far more often than by company type.

Certifications above the fold on their own page

ISO 9001, AS9100, IATF, ITAR, SQF — whichever apply. For a meaningful share of buyers these are hard filters. Making someone hunt through a PDF costs you the enquiry.

Equipment list, kept current

One of the most-visited pages on any manufacturer's site, and one of the most commonly out of date. If you added a press two years ago and the site does not say so, you are being filtered out of work you can do.

An RFQ path with as few fields as possible

Upload a print, quantity, material, timeline. That is enough to start a conversation. Every additional required field costs you a percentage of the quotes you would otherwise have received.

Proof you will still be here

Years in business, plant photos, named leadership, real locations. Manufacturing buyers are choosing a supplier, not a vendor, and supply-chain risk is on their mind whether or not they say so.

What to skip

Stock photography of gleaming factories that are not yours. A news section last updated in 2019. Anything that delays the page loading. A chatbot nobody staffs.

None of these have ever won a contract.

Recognise any of this?

Describe it in a few sentences and we will tell you what it would take — or that it is not worth doing, which happens more often than you would expect.

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