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
A manufacturer's site is often used more like a technical reference tool than a marketing page — a buyer arrives with a specific need and leaves quickly if the site does not answer it in a familiar format. Small usability problems that would be minor elsewhere cause real abandonment here.
The specification table that is missing or unreadable
Specifications presented as a low-resolution image, or missing entirely in favour of 'contact us for a datasheet', stop a buyer who is comparing several suppliers' tables side by side in different browser tabs. A clean, on-page, copyable table keeps that buyer on your page.
- Specification tables as real HTML text, not images, so they can be read and searched.
- Datasheet PDF links tested regularly — a broken link on a product page is a common, easily missed loss.
- A visible way to request a sample or a custom specification, not just a standard quote form.
A buyer comparing five suppliers' spec tables side by side will not wait for a broken PDF link to be fixed.
Navigation for a large catalogue
If the product range is large, filtering by application, material or size prevents a buyer from having to click through dozens of pages to find the relevant one. Even a simple category structure with clear labels is far better than an unfiltered list.
The takeaway
Check that every datasheet PDF link on your site actually opens the correct, current document — broken or outdated links are a common, avoidable loss.
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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