Websites for manufacturing and B2B: clarity, capabilities, and proof

Why this matters

B2B buyers research suppliers carefully. They need to understand your capabilities, see proof, and know how to start a conversation.

Most B2B sites fail on clarity: vague capability pages, buried accreditations, or no clear lead capture. Fix these and you win more enquiries.

1) Clear capabilities and services

B2B buyers need to see what you can do, not just what you say you do. Vague capability pages make people leave.

What to include

• Specific capabilities: "CNC machining", "Sheet metal fabrication", "Assembly services" - not just "manufacturing".
• One page per main capability: Gives you clear structure and helps search.
• Technical details: Materials, tolerances, volumes, lead times where relevant.
• Sectors served: Automotive, aerospace, medical, etc. - helps buyers see if you fit.

What to avoid

• Vague capability pages with no specifics.
• Generic copy that could apply to any manufacturer.
• Hiding capabilities behind jargon or industry terms without explanation.
• One long page with everything crammed in.

2) Proof and credibility

B2B buyers need proof before they enquire. Show accreditations, case studies, and evidence of quality.

What to include

• Accreditations: ISO standards, industry certifications, quality marks - visible and explained.
• Case studies: Real projects with details: challenge, solution, outcome.
• Client logos: If you can, show who you work with (with permission).
• Testimonials: Quotes from clients about quality, reliability, service.

What to avoid

• Burying accreditations in the footer or on a separate page.
• Generic case studies with no real detail.
• No proof at all - just claims without evidence.

3) Structured content and navigation

B2B buyers need to find information quickly. Clear structure helps people understand what you do and how to enquire.

What to include

• Clear navigation: Home, About, Capabilities/Services, Case Studies, Quality/Accreditations, Contact.
• Scannable pages: Headings, bullet points, short paragraphs. See writing for the web: content that converts.
• Internal linking: Link between related pages (capabilities to case studies, etc.).
• Search-friendly structure: Clear headings, meta descriptions, sensible URLs [2]Source 2 .

What to avoid

• Complex navigation with too many menu items.
• Long paragraphs without breaks or headings.
• PDF-heavy content that is hard to read on mobile.

4) Lead capture and enquiry

B2B buyers need an easy way to start a conversation. Make enquiry forms clear and simple.

What to include

• Clear enquiry form: Name, company, email, phone, brief message about requirements.
• Multiple contact routes: Form, phone, email - different people prefer different methods.
• Clear call-to-action: "Request a quote" or "Discuss your project" - same place on every page.
• What happens next: "We'll respond within 24 hours" sets expectations.

What to avoid

• Complex forms with 20+ fields.
• Burying contact information in the footer.
• Forms that are slow or broken on mobile.

For more on forms, see form design that gets completed.

5) Performance and mobile

B2B buyers use mobile devices too. Slow or broken mobile experience loses enquiries [1]Source 1 .

What to include

• Fast load times: Optimise images, avoid heavy PDFs, keep pages lean. See fast websites: what fast means.
• Responsive design: Sites that work well on desktop, tablet, and mobile. See responsive design: why all devices matter equally.
• PDF alternatives: HTML pages instead of PDF downloads where possible.

What to avoid

• Heavy PDF downloads for key information.
• Slow pages from overbuilt layouts or heavy scripts.
• Mobile layouts that make content hard to read.

6) Accessibility

Your site should work for everyone, including people with disabilities. Accessibility is not optional [3]Source 3 .

• Keyboard navigation: All functionality accessible via keyboard.
• Alt text for images: Describe photos, diagrams, technical drawings.
• Clear contrast: Text readable against backgrounds.
• Form labels: All form fields properly labelled.

For more on accessibility, see what accessibility means.

Summary

A manufacturing or B2B website that converts needs: clear capabilities with specifics, proof and credibility (accreditations, case studies), structured content and navigation, lead capture and enquiry, fast mobile-friendly pages, and accessibility.

Get these right and your site does its job.

If you need a site that does this properly, see websites for manufacturing and B2B or website build services. For more on getting enquiries, see why your website isn't getting enquiries. You can also get in touch to discuss your project.