Which Pages Should a Manufacturer's Website Have?

Most manufacturer sites consist of three pages: about, products, contact. But a B2B buyer doesn't come to look at products — they come to work out whether they can trust you as a supplier.

Those are two different information needs. Below are the pages buyers actually look for.

The essentials

1. Product or product family pages

A single "products" list isn't enough. Each product family needs its own page: technical specifications, applications, variants and the information that helps someone decide.

The critical point: technical documents must be downloadable. A B2B buyer forwards technical data to their own team; information that can only be read on the page breaks that chain.

2. Manufacturing capability

The page buyers most want and most rarely find. Which machines, what capacities, what tolerances, what volumes you can handle.

Without this, a buyer can't answer "could they handle our volume?" and usually moves on without asking.

3. Quality and certification

Certificates, testing capability, quality process. Lining up logos isn't enough; what each certificate covers should be written.

This page gets used directly in tender and supplier approval processes.

4. References or application areas

If customer names can't be given — most manufacturers have confidentiality — it can still be described at sector and application level: "this type of part for automotive suppliers", "this application in food packaging".

Proof can be offered without naming names. Inventing names is both wrong and unnecessary.

5. Export and logistics

Which countries you ship to, delivery terms, packaging, and what you handle on the customs side.

For an exporting buyer this page can matter more than the product pages.

6. Contact — with real information

A form isn't enough. Direct phone, direct email, address and, where possible, named contacts. In B2B many people call rather than fill in a form and wait.

Often skipped but useful

A technical document centre

Catalogues, drawings, safety data sheets, certificates — all in one place and downloadable. The thing buyers look for most and find least.

Frequently asked technical questions

The questions your sales team answers in every call. This page speeds up the buyer and lightens the sales load.

Process: from order to delivery

How samples are requested, whether there's a minimum order, how production runs, how delivery is planned.

Uncertainty stops buyers here more than anywhere else.

Careers

Not directly commercial, but one of the most-visited pages on manufacturer sites. Keeping it separate also cleans up the measurement of the commercial pages.

Usually unnecessary

A long company history. Founding year and scale are enough. The buyer is interested in today's capacity, not the past.

Generic mission and vision copy. Everyone in the sector has the same sentences; distinctiveness doesn't come from there.

A news section — if it won't be fed. A news page whose last post is three years old signals the opposite of currency.

A suggested structure

``` Home ├── Products │ └── Product family pages ├── Manufacturing capability ├── Quality and certification ├── Applications / references ├── Export and delivery ├── Technical documents ├── Frequently asked technical questions ├── Company (short) └── Contact ```

This structure also helps on the search side: buyers search for "this part in this material", and product family pages answer those queries. A single "products" list answers none of them.

I've written how corporate web work runs at Creative House on the corporate web design page. For explaining a technical product understandably, see the B2B positioning guide.