Manufacturing company website that brings in enquiries

A good manufacturing company website has one main job: let an engineer or a buyer see quickly that you can help, and get them to send an enquiry. It does not have to be flashy. It has to be clear, credible and built on proof: products organised by customer need, real references and a clear path to sales.

Below we go through what a B2B site must have and what tends to be forgotten. Our example is the website we built for ASTOS Machinery, an engineering company from Aš.

Why manufacturers lose enquiries online

Manufacturers often grow through referrals and trade fairs, so the website stays a side project for years. But industrial customers now check suppliers online before they ever call. If they find old photos, generic copy and an unclear offer, they move on.

That is exactly what ASTOS came to us with. For over fifty years the company has developed and built chip conveyors, coolant filtration stations and pallet logistics conveyors, and it supplies more than 50 countries. Its old website showed hardly any of that.

• An offer organised by internal names the customer does not understand.
• No proof: numbers, references, photos from real plants.
• A Czech-only site, even though the company exports.
• The enquiry is hidden at the bottom of the contact page.
• Slow and messy on mobile, where an engineer may open it on the shop floor.

Products as the customer sees them

Structure makes the biggest difference. Customers do not think in your product codes, they think in the problem they need to solve. An engineer from a press shop looks for a press shop solution, not a product line name.

So for ASTOS we organised the range by the customer's technology: pressing, machining and pallet logistics. An engineer from a press shop or a machining shop finds his solution in a few clicks, without knowing any internal names.

Proof instead of phrases

Lines like „a reliable partner with a long tradition“ do not work on a B2B site. Buyers read them on every website. What works is what can be checked: company numbers, customer names, concrete projects and photos of machines at work.

That is why the ASTOS site presents the company with numbers: 50+ years on the market, 6,000 customers and exports to more than 50 countries. References are shown on an interactive export map and through projects at manufacturers such as ŠKODA AUTO, Toyota and BENTELER.

Photos matter a lot. A catalogue render shows the product, but a photo of the machine on a customer's floor shows that it works. If you do not have your own photos from real operations, it is worth getting them before the website build starts. We can shoot them for you.

An industrial customer chooses a supplier for years ahead. Today the first impression is made on the website.

Language versions for buyers abroad

If a company exports, a Czech-only website closes doors. A foreign buyer can translate the page in the browser, but it looks amateurish and technical terms get lost in machine translation.

ASTOS exports most of its output, so the site runs in Czech, English, German and Polish, with a language switch on every page.

As a rule, each language version should have its own URL and fully translated copy, not just a translated menu. Only then can Google show it to people in that country. Watch the technical terms too: a buyer in Germany searches for different words than an engineer in Czechia, so it pays to have the translation checked by someone from the industry.

What a manufacturing company website must have

Here it is as a checklist. If your site misses a point, that is a good place to start. You do not have to rebuild everything at once. Often it is enough to start with the product structure and the enquiry form, because that is where enquiries get lost most often.

1. 1The homepage makes clear within seconds what you make and for whom.
2. 2Products or services organised by customer need.
3. 3Company numbers, references and photos from real operations.
4. 4Technical specs and downloadable documents for every product.
5. 5An enquiry form reachable from every product page.
6. 6A direct contact to sales, not just a generic email.
7. 7Language versions for the markets you export to.
8. 8Fast loading and a clear layout on mobile.

Enquiries and SEO: a site that works without a salesperson

B2B customers rarely buy directly on the website, so the main goal is an enquiry. The form should be short, reachable from every product page and ask only what sales really needs for a first reply. On the ASTOS site this is backed by downloadable forms and a quick contact to sales.

The other half is being found at all. Manufacturers have an advantage here: people search for very specific things, such as a type of equipment or a technology. When every product has its own page described in the customer's words, Google has something to show. For ASTOS we worked on SEO for chip conveyors and coolant filtration. The general principles are in SEO for businesses.

What a manufacturing website costs

A manufacturer's site usually needs more pages, language versions and a careful product structure. That fits our Premium website from CZK 39,900, while a smaller company with a narrower range may be fine with a custom website from CZK 24,900. The exact price depends on the number of products and languages.

Either way you get a fixed price up front and a free demo first. We explain how a website price adds up in How much a business website costs, and you can estimate yours in our pricing.

The whole project, from company numbers to the export map, is in the ASTOS case study. If you want a website that speaks for your production as convincingly as your machines do on your customers' floors, get in touch and we will prepare a free demo.

Our process is always the same. A short consultation first, then a free demo, and only when you like it do you pay a 40% deposit. The balance is due after handover, so there is no risk of paying for something you do not want.

Related project

ASTOS Machinery

Mechanical engineering · company website

Full case study ›