Precision Manufacturer B2B Enquiry System

The challenge

The manufacturer had strong technical capabilities, but the website presented them like a company brochure. Products, machinery, applications and certifications were difficult to scan, and potential buyers had no obvious path from technical research to a serious RFQ.

What we changed

The new site was structured around the way procurement teams and engineers evaluate suppliers: capability first, then applications, proof, quality and a clear route to discuss requirements.

• Built dedicated capability pages for the manufacturer’s highest-value machining and engineering services.
• Created industry and application pages to translate technical capabilities into buyer use cases.
• Integrated machinery, inspection, certifications and quality information into relevant service pages.
• Redesigned the RFQ path to collect component type, quantity, process and requirement details without making the form feel heavy.
• Added downloadable technical resources and tracked catalogue/download actions separately from enquiries.
• Prepared focused landing pages for commercial Google Search terms rather than sending all paid traffic to the homepage.

The conversion journey

The outcome

The website now gives technical buyers a direct path from the capability they are researching to the evidence and enquiry route they need. Capability and application pages do more of the pre-qualification work before a buyer reaches sales.

For paid search, the structure also makes it possible to send commercial queries to focused pages and review enquiries by campaign, capability and landing page.