Website Design for Manufacturing Companies
Most B2B buyers research vendor websites before reaching out, so if your manufacturing site is confusing, slow, or lacks detailed product information, they'll simply move on to a competitor without ever contacting you. So, if you still think that website design for manufacturing companies is not something worth investing in… Think again.
How do we know? With offices in Tuscaloosa, AL and Portland, OR, The Nine is a digital marketing agency with hands-on experience helping manufacturing companies, industrial distributors, and many others turn their websites into measurable sources of leads and revenue.
Today, we’ll show you why website design matters for manufacturing companies.
Why Is Web Design Now a Critical Part of Running a Manufacturing Company?
To put it simply, your website is where most potential customers first see your operation. It is the public surface of your production capability, quality systems, and service levels.
It’s How Your Manufacturing Capabilities Are Evaluated Before Sales Calls
Modern B2B buyers prefer to self-educate, and most of them say they would rather do their own research than talk to a sales rep early. In manufacturing, that research usually means:
Scanning capabilities and industries served
Checking technical information on product pages
Looking for certifications, lead times, and tolerances
Reviewing case studies and application notes
How you design your website controls how quickly and clearly that information appears.
If your site lacks detailed specs, pricing context, or application information, they move on.
So, make sure your site anticipates their needs by making technical specification tables the center of the product page.
Also, make sure your datasheets and manuals are easy to download, and your case studies and proof points are a single click away.
It’s How Perspective Buyers Decide If You’re Better Than the Competition
Perspective buyers compare you to other manufacturing companies, whether you like it or not.
Any friction on your site is compared to the best website design they see that day.
Clear layout, strong user experience, and fast performance have become competitive weapons.
On the other hand, if your site looks like a dated template while a competitor shows a clean custom design with clear product specification blocks and strong visuals, you look less capable, even if your plant is better in reality.
How Should a Manufacturing Website Be Structured to Support RFQs and Lead Generation?
Site structure determines whether you get the sales calls or not, so here’s what you should do.
Homepage Should Route Buyers Quickly Into Relevant Paths
The homepage is a routing layer. Web design should make it obvious where the three key groups go:
Buyers who know what process they need (Capabilities / Services)
Buyers who think in finished products (Product Catalog / Product Lines)
Buyers who care about market context (Industries Served / Applications)
Use clear cards or sections with descriptive headings and supporting visuals. Put “Contact us” and “Request a quote” in the header so high-intent visitors never have to hunt.
Core Page Types Must Be Defined and Consistent
A solid manufacturing website design is built around a clear set of core page types that work together cohesively.
This typically includes detailed capabilities pages, structured product page templates, and industry or application-specific pages that speak directly to how the company’s offerings are used.
Supporting these are resource sections with articles, guides, or case studies that build credibility, along with an about section that highlights the company and its facilities.
Clear contact options and RFQ pages round out the experience by making it easy for visitors to take the next step.
What ties all of these pages together is consistency.
Each page type should follow a familiar layout, with specifications, visuals, and calls to action placed in predictable locations. That consistency reduces cognitive load for repeat visitors while making the site easier to understand and navigate for first-time users.
The Site Architecture Should Create Clear Journeys Toward RFQ or Contact
Every major entry point should have a visible next step. From a product page that might be:
Request a quote
Talk to an engineer about this product
Download full technical specification
The site should be structured so the customer journey consistently follows the same four-step path, starting at the homepage, moving to a capability, industry, or product page, then into detailed product information, and finally ending with a request for a quote or a direct contact opportunity.
How Should Navigation and Information Architecture Be Designed for Manufacturing Buyers?
Navigation is where many industrial businesses lose people because they don’t understand basic web design principles. So, remember these.
Top-level Navigation Must Follow How Buyers Categorize Their Needs
Top-level navigation should be organized around how buyers naturally categorize their needs, including capabilities and services, products or product catalogs, industries and applications, resources, company information, and contact options.
Why? Because engineers and buyers typically arrive with a clear intent.
Some are searching for a specific manufacturing process, such as "CNC machining" or "robotic welding", making capability-based navigation essential. Others are looking for a particular product or component, which is why a well-structured product catalog is so important.
Industry and application pages serve buyers who are solving a specific problem within their market, while also creating valuable opportunities for industry-specific search visibility. When these pathways are immediately accessible, visitors can quickly self-identify and move deeper into the site without friction.
Labels and Grouping Must Be Concrete and Self-explanatory
Avoid vague labels like Solutions or Innovation. Use concrete terms that clearly spell out what it is that you’re offering (or what your visitors are looking for), like:
CNC Machining
Injection Molding
Sheet Metal Fabrication
Automation & Robotics Integration
But don’t get too specific.
Group related items under clear headings in mega-menus where needed. The goal is for a first-time website visitor to know where to click without guessing, and then lead them down the funnel.
Navigation Components Must Work Cleanly on Desktop and Mobile
Navigation components must function cleanly across both desktop and mobile devices to support modern website design for manufacturing companies. Many engineers, buyers, and plant managers research suppliers on phones or tablets, so navigation usability directly impacts lead generation.
On desktop, navigation should use a sticky header that includes the logo, primary navigation, and a clear call to action, such as a request for a quote. For manufacturers with large product catalogs, well-structured mega-menus help users scan categories and find specific products quickly.
On mobile, navigation should rely on a simple hamburger menu that expands into a clear, readable list with logical nesting. Tap targets must be large enough, and critical pages should never be hidden behind unclear or difficult-to-use submenus.
How Should Product Pages and Technical Information Be Designed for Engineers and Procurement?
Product pages are where buyers decide whether to seriously consider you.
Product Pages Must Have a Predictable Layout That Prioritizes Core Specs
A strong manufacturing website example for product layout would be something like:
Top: product name, short description, key benefit line
Left: product imagery or diagram
Right: key specs and a primary CTA (“Request a quote,” “Download datasheet”)
Below: full technical specification table, materials, tolerances, operating conditions
Footer: related products, application notes, and supporting resources
Of course, other layouts work, too. However, the above has proven to be a gold standard time and again.
Using this pattern across the entire catalog creates a familiar and predictable experience for site visitors, which matters because you want to know their text move and use that to lead them to give you a call or request a quote.
Technical Specification Tables Must Be Readable and Scannable
Visitors should be able to answer “Does this meet my minimum requirements?” with little to no effort. That said, technical specification tables should:
Specifications should be organized by grouping related data such as dimensions, performance metrics, environmental ratings, and compliance information. Clear column headings and consistent units remove friction and reduce interpretation errors.
Also, tables should be formatted for fast scanning, with short line lengths and clean spacing that works across desktop and mobile screens.
Finally, abbreviations should be used sparingly and never without a clear legend or explanation.
Downloadable Files Must Sit Where People Expect to Find Them
Datasheets, manuals, CAD models, and safety sheets should be presented as buttons, but buried text links. Also, label them simply, so that the visitors know what they're getting.
Finally, place them near the product specification area (above the fold) for easier spotting.
How Should Product Catalogs and Search Work for Large Manufacturing Portfolios?
Catalog UX is where industrial website design either scales or collapses.
Category Pages Must Present a Clear, Logical Overview of Product Families
Category pages are often the first place buyers stop to orient themselves, which makes them especially important in website design for manufacturing companies.
At this stage, users aren’t ready for deep technical detail. Instead, they’re trying to understand what exists and where they should go next.
To make the journey easier for them, product families should be presented in clean grid or card-based layouts that make relationships obvious at a glance. Each card should include a clear image and one or two key specifications that help buyers quickly rule products in or out.
Also, a short introductory section should set the context by explaining what defines the product family and where it is typically used.
Once a buyer sees a potential fit, they should be no more than a single click away from the individual product page, where deeper specifications and RFQ options live.
Filtering and Faceted Search Must Match How Buyers Narrow Options
Filters should reflect real selection criteria:
Size or capacity
Material
Voltage, pressure, load ratings
Certification class
Industry-specific tags
Also, implement faceted navigation with live updates so users see filtered results instantly.
Part-number and Keyword Search Must Be Fast and Forgiving
For many engineers, search is the fastest path through a manufacturing website. When they already know a part number or product name, they expect the search experience to keep up, not slow them down.
A well-designed search function should be fast and forgiving.
It needs to recognize partial part numbers, common formatting variations, and minor misspellings without forcing users to be exact. The most relevant product and category pages should always rise to the top of the results.
A pro tip: when implemented thoughtfully, auto-suggest adds real value!
By surfacing product names, part numbers, and categories as users type, it helps confirm intent early and guides buyers directly to the right product page with minimal friction.
How Should Layout and Visual Hierarchy Support Fast Decision-making on a Manufacturing Website?
Layout and hierarchy decide whether people find what they need or give up.
Above-the-fold Layouts Must Answer the Key Queries
On every key page (home, capabilities, product page, industry page), the first screen should show:
What this page is about (clear H1)
Who it is for (industries or use cases)
What to do next (CTA or clear navigation options)
Avoid hero sliders and vague taglines.
Static, direct, and focused hero sections with one core message are proven to work better.
Content Blocks Must Prioritize Critical Information
Buyers care first about whether you can do the work, meet the requirements, and deliver on time.
Capabilities, technical details, lead times, tolerances, and certifications should appear early on the page, not buried below brand messaging or company history. This information is what engineers and sourcing teams are actively scanning, so serve it to them.
Pages should be structured so critical decision-making information appears within the first two or three content blocks, with supporting story and context following once trust has been established.
Company background and narrative still matter, but they can come later. That’s what the About Us page is for.
Typography, Spacing, and Grouping Must Be Skimmable
Chances are, some of your pages will be filled with technical information. To ensure you don’t scare the visitors away, make strategic, but practical decisions.
Focus on a clear visual hierarchy. Larger section headings and a consistent H2 and H3 structure help engineers scan the page and jump directly to the information they care about most.
Size the body text for comfort, typically in the 14 to 18 pixel range, with enough line height to make long passages easy to read on both desktop and mobile. Ensure you use short paragraphs and separate the technical details to reduce cognitive load and keep users moving down the page.
How Should Visual Elements Build Trust in Your Manufacturing Business?
Visuals give buyers evidence that you are real and competent.
Use Real Photos of Facilities, People, and Equipment
Invest in photography. Visitors can spot a stock image a mile away.
Make sure your website features exterior and interior facility shots, as well as the production lines, robots, cells, and workstations.
To reinforce a sense of trust, add images of quality control labs and testing rigs, too.
And yes, you should use these visuals on the homepage, capabilities pages, and key product pages to show scale and seriousness.
Imagery and Color Must Clarify, Not Distract
Colors aren’t just a choice when building a website. While we delve into color theory, it is advisable to choose a restrained color palette that keeps text legible and CTAs visible.
As for images, they need to be there to support and enhance the content on the page, not to fill space.
Videos Must Be Embedded Where They Add Clarity
Video is an interactive element that can deepen customer engagement if it is directly tied to a decision the buyer needs to make. However, it can also be distracting or even useless if used incorrectly.
Videos generally work best when they're placed alongside the relevant capability or product.
But also, the video has to have a clear purpose. If it's focused on showing how a process works or what a system does, it's great for a website. If it's all flashy cuts and close-ups, that's more of an ad.
And yes, videos are best kept under a couple of minutes so they don’t slow page load excessively
How Should Case Studies Be Presented to Reduce Buyer Risk?
Trust signals need deliberate placement and design.
Case Studies Must Be Structured Around Problem, Solution, and Measurable Results
Structurally, case study pages should be designed much like product pages: lead with the problem, summarize the process clearly, and finish with a strong outcome.
Visuals, testimonials, and direct quotes can add color and credibility, but the results should always be easy to find and easy to understand.
Start by setting the context. Explain the problem the customer was facing in plain terms, focusing on the constraint or limitation that made them look for a new solution in the first place. This helps readers quickly recognize whether the situation feels familiar.
From there, walk through the solution. Describe what you designed, built, or implemented, and why that approach made sense. The goal isn’t to list every detail, but to show competence and sound decision-making.
Finally, close with results that are concrete and measurable. Numbers around throughput, scrap reduction, downtime, cost savings, or lead time give the story weight and make the impact real.
How Do Technical Performance and SEO-friendly Structure Help Buyers Find Your Manufacturing Website?
SEO and performance exist to get the right site visitors to the right content with minimal friction.
Site Architecture and Page Structure Must Be Clear and Organized
SEO strategy starts with architecture:
Clean URL structure
Logical internal linking between related products, capabilities, and industries
Sitemaps that reflect your actual offer, not a random page list
When the structure makes sense, search engines can crawl the site more easily, and users can move through it without friction. Instead of browsing, they search with precision.
Your page structure and headings need to meet that expectation by being accurate, consistent, and technically correct, especially in H1s, specification sections, and capability descriptions.
At the same time, the content still needs to be understandable for non-technical decision-makers. Clear language and thoughtful organization help balance technical depth with accessibility.
The goal isn’t to stuff keywords or game the algorithm. It’s to align the language of the site with how your buyers talk, think, and search, so the right pages surface naturally at the right time.
Page Load Times Must Remain Low Across the Whole Catalog
Studies continue to show that slow pages convert worse. Even a one-second delay can reduce conversion rates by a significant margin, and pages loading in 5+ seconds can see conversion rates fall to roughly half of fast pages.
With that in mind, focusing on the design and website development decisions that matter is a good idea:
Using compressed images in modern formats, loading non-essential media only when it’s needed, and reducing heavy scripts or third-party tags all contribute to a faster, more reliable experience.
Caching and content delivery networks also play an important role, especially for large product catalogs with many similar pages to ensure that pages load quickly and consistently, regardless of location or device.
Just as important, performance can’t be limited to the homepage alone.
Every product page needs the same attention. These pages sit at the bottom of the funnel, where buying decisions are made, and a slow load at that final moment can undo all the work that got a visitor there in the first place.
How Should RFQ Forms and CTAs Be Designed for Maximum Conversion?
Conversion mechanics are where website design directly touches revenue.
RFQ Forms Must Collect Essential Information With Minimal Friction
Design RFQ forms to be simple and concise. You can always gather more details later. Its job is to capture serious intent, not outline the entire plan.
Focus on core fields only:
Contact info
Company
Project description
Key technical requirements (if necessary)
Also, make sure the design is well-thought-out.
The fields should be logically grouped across general and technical info. They must include clear validation and error messages so there’s no confusion on the buyer’s end. And yes, RFQ forms need to be mobile-friendly.
That lets your sales or applications team respond faster with relevant questions instead of starting from scratch.
CTAs Must Be Placed at Specific Decision Points on Key Page Types
Strong manufacturing website design will rely on consistent and tested CTA patterns:
Header: Contact us or Request a quote on every page
Product page: CTA near product specifications and at the bottom
Resources and case studies: CTA after the content, tied to the topic
Text should also be direct. Avoid vague CTAs like Learn more where the real action is a quote request.
How Should Analytics and Testing Drive Ongoing Improvements to Your Manufacturing Website?
Analytics are not just reporting tools. Analytics are your best friend when it comes to website design, because they identify areas for improvement. They just need to be set up properly.
Baseline Analytics Must Reveal How Different Buyer Types Move Through the Site
Start by looking at where visitors enter the site and how they arrive, whether that’s through organic search, paid ads, referrals, or direct traffic. From there, you want to see the paths they take from landing pages to RFQs, contact forms, or exits, especially on high-impact templates like product pages, capability pages, and industry pages.
Where possible, segment audiences based on behavior rather than assumptions.
For example, visitors who spend time on technical specifications and datasheets often behave differently from those browsing higher-level content. Separating these patterns helps clarify which pages are supporting serious evaluation versus early-stage research.
It’s also critical to track meaningful actions, not just pageviews.
RFQ submissions, contact form completions, and technical or datasheet downloads all signal buying intent. When you connect those actions back to specific layouts, page types, and content clusters, it becomes much easier to see what’s driving qualified leads.
Design Experiments Must Be Driven by Hard Data, Not Intuition
Sometimes, you may need to simplify navigation or move CTAs to get more conversions. However, the only way to know for sure you need to do that is by using behavior data like scroll depth, click maps, for drop-offs, etc.
If you don't rely on data, you will be adjusting your website based on preference, not results.
What Should a CMS Make Easy for Your Business?
A CMS either supports your web design or fights it, so choose yours wisely.
Editing and Publishing Must Be Kept Simple
Manufacturing companies change capabilities, add SKUs, and update certifications regularly. Now, that’s not a problem. That’s a reality.
However, if every change needs a developer, your technical information will always lag behind. Building a development team that works alongside your content team can help, but for fast, day-to-day updates, you need the right tools.
That’s where CMS comes in. The one you choose must make it easy for you or your team to:
Edit product pages and spec tables through structured fields
Add new products without breaking the layout
Update capabilities and industries pages as offers evolve
Modular Blocks Must Support Repeatable Layouts
A well-designed CMS should include reusable blocks for things like technical specification tables, product highlights, case study sections, industry and application overviews, and RFQ or contact forms.
These elements show up again and again across the site, so they should behave the same way every time.
While this isn't "necessary", per se, this approach keeps custom website design consistent while also reducing the time and effort required to build new pages. As product lines expand or new capabilities are added, you have to put your team in the best position possible so they can publish quickly without sacrificing structure, clarity, or usability.
SEO and URL Management Must Be Handled Inside the CMS
A manufacturing website should never require a developer for basic SEO and content maintenance.
Your internal team needs direct control over the fundamentals, like editing page titles and meta descriptions, managing redirects when URLs change, setting canonical URLs for duplicate content, and updating image alt text.
When those controls are buried or unavailable, even small updates become slow and expensive. Over time, that friction makes continuous SEO improvement unrealistic.
Caboose, the CMS built by The Nine, was developed specifically to support custom website projects for manufacturing companies by exposing these critical controls directly in the admin interface, while still maintaining structure and guardrails.
The system combines drag-and-drop layout tools tied to predefined components with structured content types for product pages, resources, and marketing content. Permissions are clearly defined, so marketing teams can update content confidently while development retains control over templates and more complex site logic.
This balance makes ongoing SEO optimization and structural adjustments practical without requiring custom development every time.
For a manufacturing website design agency like The Nine, it’s what allows the design system and the CMS to work together, instead of constantly fighting each other.
How Does Nine Approach Website Design for Manufacturing Companies?
Nine builds custom websites for industrial businesses on top of Caboose, with a tight focus on structure, UX, and performance.
The work starts by designing navigation and information architecture around how real buyers think and search, not internal org charts. Product pages and product catalogs are built using clear, repeatable templates that make complex offerings easy to scan and compare.
Responsive design and performance best practices are implemented from day one, so the site works just as well on the shop floor as it does at a desk. RFQ flows, calls to action, and analytics are wired directly into the layout, making results measurable instead of assumed.
The end result isn’t just a better-looking site. It’s a manufacturing website that functions as a serious sales and information system, built to support real buying decisions.
What to Do If You Want Your Manufacturing Website to Perform Better?
If you run a manufacturing company, treat this article as a checklist. Look at your current website design and ask:
Can buyers find the right product page in two clicks?
Is the product catalog usable, filterable, and searchable?
Are RFQ forms simple, contextual, and mobile-ready?
Can your team update product information and SEO without a developer?
If the answer to several (or just one) of those is no, the next move is simple. Talk with us about your goals, constraints, and current site, and we’ll redesign or rebuild your manufacturing website to match your capabilities and provide potential customers a clear, fast, and credible way to choose you.