Engineers search for processes and tolerances, and find a photo of your factory.
The typical supplier site is an exterior shot of the building and a PDF nobody opens. The engineers who could specify you are searching for materials, processes, tolerances and capacities. If those words are not on a page Google can read, you are not in the running.
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What usually goes wrong on a supplier site
Your buyer is a specifier under time pressure who needs to know whether you can make the thing, to what tolerance, in what quantity.
Your capabilities are locked in a PDF
A downloadable capability brochure is invisible to search and awkward on a phone. Everything in it should be a page.
No numbers anywhere
Maximum part size, tolerance, materials, batch quantities, lead times, certifications. These are the qualifying facts and they are usually missing entirely.
The site talks about quality and not about processes
Every supplier claims quality. Nobody searches for it. They search for the process name and the material.
Getting a quote takes a phone call
An engineer comparing four suppliers on a Tuesday afternoon will use the three that let them send a drawing without ringing anybody.
Not sure which capabilities are worth their own page? The free 15 point check covers it. Get the site check
Seen enough? Send your web address and the written 15 point check comes back in two working days, free.
What I would change
Turn the capability list into pages, and the enquiry into something an engineer will actually complete.
A page per process
CNC milling, turning, fabrication, injection moulding, whatever you actually do. Each is a separate search with a separate buyer.
Materials and tolerances stated
The specific grades you work with and the tolerances you hold. This is what a specifier is checking, and it is what makes the page rank for their search.
Capacity and lead times in the open
Batch sizes you want, ones you do not, and honest lead times. Ruling out the wrong enquiries is worth as much as attracting the right ones.
Certifications named
ISO, AS9100, IATF or whatever your sector audits on. Named on the page, not implied by a logo in the footer.
A request for quote that works
Upload a drawing, state quantity and material, send. No account creation, no eleven fields, and it works on a phone.
Real photographs of real parts
Parts you have made, not the building. A specifier recognises competence in a photograph of a component far faster than in a paragraph.
Rather just ask? One question by email or WhatsApp is fine.
What I will not do
Four habits that keep good suppliers invisible to the engineers who could specify them.
No capability brochure PDF
A downloadable brochure is invisible to search and unusable on a phone in a workshop. Everything in it belongs on a page.
No quality without numbers
Every supplier claims quality and nobody searches for it. Tolerances, materials, batch sizes and lead times are what a specifier actually filters on.
No photographs of the building
A specifier judges competence from a photograph of a part, not of your car park. If there are no part photographs yet, I will say so rather than pad with stock images.
No quote path that needs a phone call
An engineer comparing four suppliers on a Tuesday will use the three that let them send a drawing without speaking to anyone.
A furniture retailer: three storefronts, three ad accounts and a CRM
A Dutch furniture retailer with three brands and a ten to twelve week order cycle, where the online numbers alone made a busy business look like a failing one until the measurement was fixed.
Ready when you are. No form to fill in, and no call required to get started.
Fair questions
Our work is confidential. Can we still show it?
Often yes, with the client unnamed and identifying features left out. Where that is not possible, the capability itself can still be described in the terms buyers search for.
We sell through distributors, not direct. Does this apply?
Yes, and often more so. Specifiers research before they order through a distributor, and if they cannot find you they specify somebody else.
Is search really where our buyers are?
For a known supplier relationship, no. For a new part, a new material or a capacity problem, it is exactly where they start.
How long does a rebuild take?
Three weeks for the agreed scope, half up front and half at launch. Capability pages beyond the scope are priced in writing before they are built.
Can you write about processes you do not know?
Not accurately, which is why it starts with interviews. You supply the technical substance and I make it findable and readable.
What does it cost?
Published in full on the pricing page. A rebuild starts at 1,450 euro fixed and monthly ranking work at 490 euro.
Other kinds of company I build for
Find out what your site could be doing.
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