If you’re curious why many manufacturing websites don’t convert, you’re not alone. In this article, we explore ways to improve your results.
If you work in manufacturing or engineering, you’re probably familiar with many websites in your field that seem outdated. Their designs could be stuck in the past, with contact buttons hidden deep in the footer, slow loading speed, and you can’t find anything you’re looking for. Most enquiries are coming through word of mouth rather than the website doing any of the work – in fact, the website does more to turn potential customers away than to attract them!
Don’t worry, there is some good news! You don’t need to completely rebuild your website to transform it into a lead-generation site that attracts a steady stream of customers. With just 3 to 5 targeted improvements, most manufacturing websites can experience a significant increase in leads in as little as 30 days.
In this article, we examine where things go wrong and how you can resolve them quickly.
5 Common Conversion Killers on Manufacturing Websites
Some of the most common reasons why manufacturers’ websites fail to convert potential customers include:
1 – Poor navigation or clear customer segmentation
Manufacturers typically sell to various groups, including OEMs, distributors, engineers and repair specialists, but their websites treat all of them the same. The result is that no one feels spoken to or finds a connection to what you offer.
Impact: Visitors leave feeling frustrated because they can’t see that you understand their specific needs, systems or buying cycles.
2 – Over-technical content with no context
Many manufacturing sites tend to dive right into the specifications, tolerances, and machinery lists without even identifying the problems they aim to solve. Buyers want to understand what solutions you can offer and what promises you make before you start pushing for a sale.
Impact: Potential customers can’t answer the fundamental question: “Why should I choose you over another supplier?”
3 – Outdated design with hard-to-find, hard-to-use contact options
A single, generic form doesn’t cut it anymore, particularly if the purpose is vague. You need to include things like your phone number, a callback option, and a pathway for quotes or samples. The more basic and generic it is, the less information you’ll receive from the customer, and the less they’ll feel you understand what they’re after.
Impact: The harder it is to get in touch, the fewer enquiries you’ll receive.
4 – No evidence or real-world case studies
Most engineers and buyers want to see evidence that you can do what you say you can do before they get in touch. If you don’t have case studies, performance metrics, certifications and reviews, you’re not going to look legitimate or trustworthy.
Impact: Without case studies, you appear similar to every other manufacturer making the same claims.
5 – Poor mobile experience
Engineers, procurement teams, and operational managers are often on the move rather than sitting behind a desk. Whether they are in a warehouse, on the shop floor, or visiting a client’s site, these professionals rely heavily on their mobile phones, using them much more than tablets or laptops. If your mobile layout is cumbersome or slow, they will likely abandon it and go elsewhere.
Impact: A poor mobile experience can dramatically diminish your chances of capturing valuable enquiries, often before they even have the opportunity to reach your contact page.
The 30-Day Website Conversion Improvement Plan
Week 1: Clarify who you serve, and rework key pages
First, identify your primary customer groups. Are these OEMs, distributors, engineers, maintenance teams, etc? Rewrite the top three service/product pages in plain English on your site. Ensure you cover the main points of what you do, who it’s for, why you can solve their problem, and how you will do this. Ensure there’s a clear hero statement on the homepage.
Week 2: Fix your CTA’s and enquiry paths
The next step is to replace the single “Contact Us” form with purpose-driven actions. It should include things like ‘request a callback’, ‘request a quote’, ‘book a site visit’, ‘download a datasheet’ and ‘order a sample’. Make sure you keep it simple, straightforward and ensure those filling it out get across exactly what they need in the easiest way possible.
Week 3: Surface proof fast
Buyers trust manufacturers who show evidence of what they can do, not just make claims. To make this watertight, add 2-3 case studies to your website. Show the problem your customer had, what solution you provided and the outcome. Add accreditations to your site, such as ISO certifications, memberships, and safety marks, to add credibility. You should also add client logos so people can quickly see a snapshot of some of the companies you’ve worked with. Finally, add performance metrics such as your lead times, defect rates, and sustainability stats, and back them up with evidence where possible. Put all the above on every page, don’t just hide it in a separate “case studies” tab where it can’t be seen. By doing this, you’ll instantly build trust for first-time visitors.
Week 4: Fix the basics
Improve your mobile layout for engineers checking specs when they’re on the go. Boost your site speed by compressing images, cleaning up any back-end bloat, and fixing your core navigation. Ensure any PDFs on your site also have HTML equivalents so that everyone can open them.
What “Good” Looks Like: A High-Performance Manufacturing Website
A strong manufacturing website doesn’t have to be flashy, as long as it’s functional and trustworthy. The best-converting manufacturing websites usually include:
- A clear hero message (for example: “High-precision components for aerospace and automotive OEMs.”)
- Segmented journeys for different buyer types.
- Technical downloads and plain-English explainers to balance detail and clarity.
- Visible proof of what you can do, such as case studies, certifications, and metrics.
- Short, focused CTAs guiding visitors to the right action.
- Mobile-friendly layouts that work on-site, in warehouses, or in vehicles.
- Fast-loading service pages that don’t leave engineers waiting.
When you combine these elements, you have the perfect website to attract customers and help your business grow.
Ready to Turn your Website into an Enquiry Engine?
Manufacturing websites require a unique approach compared to other sites. It must cater to technical buyers while remaining straightforward. At SQ Digital, we’ve assisted manufacturing and engineering SMEs in transforming outdated websites into reliable enquiry engines.
To gain a clear understanding of where your website may be lacking, schedule a free 30-minute Manufacturing Website Review with one of our specialists. This straightforward review will provide you with a clear plan of action to identify what needs to be addressed first. Contact us today to help your business thrive tomorrow.