The factory did not simply lack traffic. Buyers were visiting the website and leaving without enough confidence to ask.

The old website looked impressive at first glance. A full-screen factory video opened the homepage. The slogan was large. The visual style felt modern. But the buying information was missing: technical parameters, application limits, and a clear RFQ path.

The video also slowed the homepage down in overseas markets. For an industrial buyer comparing suppliers, a few seconds of waiting is enough to move on.

Before: good-looking, but not useful enough

The old website had four major issues.

First, the homepage was too heavy. Large video files, animations, and uncompressed images slowed down loading. Machinery websites need visuals, but video should support a buying decision, not block the first visit.

Second, product pages were thin. Each equipment page had photos and a short introduction, but no parameter table, capacity range, compatible materials, or configuration options.

Third, the site followed internal model categories. Buyers often search by application, material, packaging style, capacity, or line integration requirement. The old structure did not support those paths.

Fourth, the inquiry form was too generic. It asked for name, email, and message. Sales still had to ask for material type, speed requirement, target market, and line conditions.

After: turning the site into a buying support system

The redesign focused on information order.

The homepage removed the heavy first-screen video and explained equipment categories, target industries, export experience, and buyer paths directly. Videos were moved to product and application pages where they helped explain machine speed, changeover, and operation stability.

Product pages were rebuilt with:

• application summary;
• parameter table;
• optional configurations;
• material compatibility;
• line layout notes;
• real equipment photos;
• CAD or technical download entry;
• equipment-specific RFQ form.

Application pages were created around buyer problems, such as material type, packaging format, and capacity range.

The RFQ form was also rebuilt. Buyers could provide material type, target output, package size, line condition, and reference files. Sales received more useful inquiries instead of vague messages.

Reusable lesson

A machinery factory website should not lead with scale or slogans. It should help the buyer judge fit.

If a page does not help the buyer decide whether to ask, what to ask, and what information to send, it is not doing enough work.

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