A website for a manufacturing and B2B company: catalog, price lists and requests from procurement

Who your visitor really is

It is not an “audience” that comes to a manufacturer’s site but specific people with specific tasks: a procurement officer with a purchase request, a design engineer who is speccing your product into a project, a technologist comparing characteristics. They do not need “innovative solutions” filling the screen — they need to understand within a minute: is the item available, do the parameters fit, what is the price and lead time, and who to call.

The catalog is the heart of a B2B site

• Each item gets its own page with full specifications: GOST/TU standards, dimensions, materials, tolerances. Procurement searches by specifics: “channel 12P GOST 8240”, “pump TsNS 38-110” — such long-tail queries bring the hottest customers, and competition for them is laughable.
• Parameter filters — like in an online store: diameter, power, material.
• Spec tables, not a wall of text: an engineer scans the numbers with their eyes.
• Files: drawings, datasheets, certificates, 3D models for designers — downloadable. This is value, SEO, and the reason a designer will spec you into a project.
• Availability and lead times: “40 t in stock, ships tomorrow” sells better than any slogan. Syncing stock with 1C is the key.

Prices: the main pain of B2B sites

“Prices on request” across the whole site means minus half your requests: a procurement officer collects 3–5 offers and goes last to the one where they have to beg for a price list. Options in ascending order of boldness:

1. A downloadable price list in exchange for an email (also a lead).
2. Retail prices open, wholesale — on request or in a personal account.
3. Prices open + a wholesale grid based on volume. The most converting option; the fear that “competitors will see” is usually overblown — they already know your prices.

A procurement request ≠ a “Leave your phone” form

• “Upload a request for a quote” — a form with a file attachment: procurement officers send specifications in Excel. This is the most valuable form on an industrial site.
• A quote-request cart: add items → “Request an invoice” — without online payment, which is not needed in B2B.
• Company details right away: a company card as a downloadable file — a small thing that will make accountants love you.
• The email and direct phone of the sales department in a visible place: half of B2B requests come by email.

Industrial-grade trust

• Photos of the production and warehouse (real, not stock) — “they really do have a workshop”.
• Certificates, declarations of conformity, permits.
• A reference list: who you have supplied, which projects your products are used in.
• Logistics: how you ship, which carriers, whether you deliver to the site.

SEO for a manufacturer

B2B semantics is thousands of long-tail queries by product nomenclature. The strategy: a full catalog with indexable item pages + articles for engineering queries (“how to select…”, “comparison…”, “calculation…”). Such traffic accumulates over years and does not depend on ad rates. Plus listings on Yandex Business and industry platforms.

Takeaway

A manufacturer’s site is a convenient catalog with specs and files, honest prices or an easy path to them, forms built around procurement habits and 1C integration. We will build one — with nomenclature and stock sync — let’s discuss your project.