Three audiences, three jobs
| Reader | What they are trying to do | What the site should give them |
|---|---|---|
| Buyer or procurement | Choose a supplier with confidence and justify the price | Why your product costs what it does, lead times, support, warranty and how to get a quote |
| Specifier or engineer | Confirm the product suits the application and write it into a specification | Datasheets, dimensions, materials, compliance information, drawings or model files and installation guidance |
| Distributor or reseller | Decide whether to stock and promote the range | Range overview, availability, product training and sales material, and who to contact |
Make the difference specific
“Quality Australian-made products” is what most competitors say. Buyers believe specifics. List the differences you can document, for example:
- Materials, finishes or tolerances, and how they are tested
- Where and how the product is made, and what that means for lead time or support
- What can be customised, and what is standard stock
- Compliance with standards you can evidence
- Service, spares and technical support after the sale
Every technical claim, certification and lead time should come from your current records and be checked by the person responsible for it.
Product pages that answer questions
- Organise by application or problem as well as by product name, so a buyer who does not know your catalogue can find the right item
- Put the key specifications in the page text, not only in a PDF
- Offer current, versioned downloads, and remove superseded ones
- Show the product in use, with photographs you own or have permission to use
Proof without overclaiming
Use application examples, test results and project references only where you have the evidence and permission. Where you cannot name a customer, describe the application and what the product had to do. Do not imply results you cannot document.
A quote or enquiry path that works
- Ask only for what changes the answer at this stage: application, quantity, dimensions or a drawing, delivery location and timing
- Let people attach a drawing or specification
- Say who will respond and roughly when, and send an acknowledgement
- Route enquiries to the person and system responsible, so none go cold
Distributors and where to buy
If you sell through distributors, make it easy for an end buyer to find one and for a prospective distributor to contact the right person. Keep a protected area or a simple request path for sales material and training.
Illustrative example
A made-up example to show the structure. It is not ORYX client work.
A fabricator of stainless process equipment organises its site by industry (food, beverage, water) and by product. Each product page leads with the application, lists key specifications in text, links to a current datasheet and drawing, and ends with a short quote form that accepts a drawing. A separate page explains custom fabrication, what information is needed and who responds.
Checklist
- Is it clear within seconds what you make and who it is for?
- Can a specifier find the technical information without calling?
- Can a distributor see how to work with you?
- Are differences stated specifically and backed by evidence?
- Does every enquiry reach a named person?
Getting help
See our approach to branding and marketing for manufacturers and website design and development, or book a call with our team.
Common questions
Should a manufacturer publish prices on its website?
It depends on the product. Standard stock items can suit published or indicative pricing. Custom or configured work usually needs a quote, so explain what information you need to provide one.
Do datasheets need to be on the page as well as in a PDF?
Key specifications are easier to find, read on a phone and search when they are in the page text. Keep the full datasheet as a download for specifiers.
How do we show proof if customers will not let us name them?
Describe the application, the requirement and how the product met it, without naming the customer. Keep the supporting evidence on file.