Manufacturing
Digital work for manufacturers, where the sales cycle is long, the buying group is large, and the website's real job is to answer the specification questions an engineer would otherwise email about.
Overview
Manufacturing purchases are made by committees over months, and most of the evaluation happens before anyone contacts you. An engineer checks whether the specification fits, procurement checks lead time and terms, and someone senior signs off on a shortlist that was assembled without a single conversation.
That makes the website a technical resource rather than a brochure. Specifications, tolerances, compatibility, certifications, CAD files and honest lead times are what move a manufacturer onto a shortlist, and they are exactly what most industrial websites bury or omit.
Who this is for
- Manufacturers selling technical products into a specification process
- Industrial companies selling through distributors and needing channel support
- Businesses whose sales engineers answer the same questions repeatedly
What actually makes Manufacturing different
Not general business problems. The things that change how the work has to be done in this sector.
Long cycles that attribution cannot see
A purchase decided over nine months across several people defeats standard attribution entirely. Without importing closed-won data from the CRM, marketing optimises toward the wrong signals for a year.
Buying groups rather than buyers
The engineer, the procurement officer and the director each need different information. Sites written for one of them lose the other two.
Specifications that are hard to find
The single most common failure is technical detail hidden in a downloadable PDF, where it is invisible to search and awkward to use.
Distributor relationships
When distributors sell the product, the manufacturer's marketing has to support them without competing with them, which is a positioning problem before it is a channel one.
Legacy systems that hold the real data
Product data usually lives in an ERP that predates the website. Getting accurate specifications and stock onto the site is an integration problem, not a content one.
The services that matter most in Manufacturing
The parts of what we do that address the constraints above. Everything else is available too.
Content SEO
Content planned around what people search and what they need next: clustered by topic, written to answer completely, and kept current instead of accumulating.
Read moreWeb Development
Marketing sites built to be fast, editable by your team without a developer, and still maintainable in three years.
Read moreTechnical SEO
Making the site properly crawlable, renderable and fast, so the pages you already have get seen, understood and indexed instead of quietly ignored.
Read moreAttribution Modelling
Working out what each touchpoint contributed, choosing a model that fits your sales cycle, and being clear about what attribution can and cannot tell you.
Read moreCRM & CDP Integration
Joining marketing data to what happened afterwards: identity resolved, records synchronised both ways, and closed-won data fed back where it changes decisions.
Read moreDigital Strategy & Transformation
Digital transformation that changes how work actually gets done, not just which software it happens in. Sequenced so each phase pays for the next.
Read more
Common questions about Manufacturing
The things people ask before they get in touch. If yours is not here, ask us directly.
How do we measure marketing with a nine month sales cycle?
By importing closed-won and closed-lost data from your CRM back into the advertising platforms and analytics, so a channel is judged on revenue rather than on enquiries. Without that, long-cycle marketing optimises toward whoever fills in forms most readily.
Should technical specifications be on the page or in a PDF?
On the page. Specifications in a PDF are effectively invisible to search and awkward to compare. Offer the PDF as well for people who need it, but the specification itself should be readable and indexable.
Does SEO work for niche industrial products?
Unusually well, because the search volumes are low and so is the competition. A page that thoroughly answers a specific technical query can dominate a term that only forty people a month search, and those forty are exactly the people you want.
How do we market without undercutting our distributors?
Generate the demand and route it to them. The manufacturer's job is to be found and to make the specification case; the distributor's is to transact. Problems arise when the manufacturer's site is ambiguous about which of those it is doing.
Thinking about Manufacturing?
Tell us what you are trying to change. If we are not the right fit we will say so, and point you somewhere better.