Choosing a marketing agency for a manufacturing company
What to ask a marketing agency before hiring them for a manufacturing business, and the signs they understand a long, technical B2B sales cycle.
4 min read
Manufacturer websites tend to grow large — dozens or hundreds of product pages across several families — which makes the underlying platform's ease of content management more important than for a simple brochure site.
What the platform must handle well
- A large, organised product catalogue with consistent specification tables.
- Fast page load even with many product images across the catalogue.
- A quote request form that can route by product family.
- Easy addition of new products by staff who are not developers.
WordPress with a proper product structure
A common, sensible choice: custom post types for product families, a consistent specification table template, and a maintained theme. Works well as long as someone keeps plugins updated and the catalogue structure consistent as it grows.
A catalogue that is easy for your team to keep current beats one that looked impressive on launch day and stopped being updated a year later.
When a custom build makes sense
Worth considering for very large catalogues needing structured search and filtering by specification (material, size, rating), where a developer builds a proper filterable database rather than static pages. This is a bigger investment, justified mainly by catalogue size and the volume of technical search traffic it needs to serve.
The takeaway
Pick a platform that lets non-technical staff add a new product page with a specification table, without needing a developer each time.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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