The search lands on The homepage and the company history
- Search
- Homepage
- Contact form
- Form fill
Every form counted as a lead
What it is
What does a manufacturing marketing agency do?
A manufacturing marketing agency helps manufacturers reach the engineers, buyers and distributors who specify and order what they make. It builds the pages engineers check, the search and LinkedIn campaigns that reach them, and an RFQ path that asks for what your sales team needs to quote. A good one judges the work by RFQs your team quotes and the orders that follow, not by clicks or form fills.
An engineer needs 500 stainless enclosures built to a drawing. Two ways to market a sheet metal shop:
The search lands on A page for stainless enclosures, with materials and tolerances
Counted RFQ received once, then marked by your estimators
- Search
- Capability page
- RFQ with drawing
- Quote
Qualified RFQs
How engineers buy
How industrial buyers find and shortlist suppliers, and where marketing loses them
An engineer writes the spec, procurement runs the quote, and a distributor may stand in between. Pick a stage.
Need
- What they do
- Start from a new product, a failing part, a capacity gap or a cost-down target.
- Where suppliers lose them
- The site tells the company history, not the problems it solves.
- What helps
- Application pages named after the part, the process or the problem.
Spec research
- What they do
- Search by material, process and standard, and download datasheets and CAD files.
- Where suppliers lose them
- Specs sit in PDFs or behind forms that search engines and AI answers can’t read.
- What helps
- Capability and material pages with the numbers in the text, and files without a form.
Shortlist
- What they do
- Check certifications, capacity and lead times, ask distributors and peers, and meet suppliers at trade shows.
- Where suppliers lose them
- No certifications, no lead times and no proof of similar work.
- What helps
- Certifications, industries served and capacity on their own pages, with real examples.
RFQ
- What they do
- Send drawings, quantities and deadlines to a few suppliers.
- Where suppliers lose them
- A contact form with no room for a drawing, a quantity or a date.
- What helps
- An RFQ form that takes files and the details your sales team needs to quote.
Approval
- What they do
- First articles, audits and supplier onboarding.
- Where suppliers lose them
- Marketing stops counting at the form, so nobody knows which pages win orders.
- What helps
- RFQs followed to quotes and orders in your CRM.
Site check
Check your site against the pages industrial buyers use
Engineers shortlist suppliers from what your site shows, often before anyone calls. Tick what your site has. You’ll see where buyers drop out and where to start.
If engineers order from you directly
- NeedApplication pagesOne page per part, process or problem engineers search for.
- Spec researchCapabilities in the textMaterials, tolerances, sizes and equipment on the page, not only in a PDF.
- Spec researchFiles without a formDatasheets, design guides or CAD files engineers can download without filling in a form.
- ShortlistCertifications and industries servedEach on its own page, with work you’re allowed to show.
- ShortlistCapacity and lead timesThe volumes you run and your usual lead times, or what they depend on.
- RFQAn RFQ form that takes drawingsRoom for files, quantities, materials and the date the buyer needs parts.
- ApprovalRFQs followed to ordersEach RFQ marked by sales and followed to the quote and the order in your CRM.
If buyers order through distributors
- NeedProduct pages by applicationNamed after the use, not only the model number.
- Spec researchPart numbers and specs in the textSearchable part numbers, ratings and sizes, not only a PDF catalog.
- Spec researchFiles without a formDatasheets and CAD models engineers can download without filling in a form.
- ShortlistReplacements and cross-referencesWhich of your models replaces an older part or another brand’s.
- ShortlistApprovals on each productCertifications and approvals next to the product, not on a separate page.
- Where to buyA where-to-buy pageYour distributors by region, with links to their stock where they allow it.
- Distributor salesTagged distributor linksClicks to each distributor tagged by page, next to the sales they report back.
A quick self-check, not a score. The free teardown looks at your real capability pages and RFQ path.
Engineers search for the part, the process or the problem, not for your name. Start with application pages.
SEO for manufacturers →Engineers can’t check your fit without the numbers. Put capabilities and files on the pages.
B2B web design →Engineers can’t check a part without its numbers. Put part numbers, specs and files on the pages.
B2B web design →Engineers find you but can’t put you on the shortlist. Show certifications, industries and lead times on their own pages.
B2B web design →Engineers find the part but can’t trust it as a replacement. Add cross-references and approvals to each product.
B2B web design →Buyers who are ready can’t send a proper RFQ. Start with the form: drawings, quantities and dates.
Conversion rate optimization →Buyers ready to order can’t see where to buy. Start with a where-to-buy page.
B2B web design →You can’t tell which pages win orders. Start by following RFQs to quotes and orders.
How we measure →You can’t tell which pages send buyers to distributors. Start by tagging distributor links.
How we measure →Your site has the pages buyers use. The free teardown goes through them and the RFQ path the way an engineer would, and names where to start.
Get a free teardown →A worked example
One supplier, two ways to buy
An actuator maker builds custom models for equipment makers and sells standard ones through distributors. Switch the route to see what changes, and why.
Our concept company, products and terms, made to show how we work. Not a client.
Direct to OEMs: built to spec
A design engineer at a packaging machine builder needs an actuator for a new washdown line. Force, stroke, the washdown rating and approvals decide the shortlist. Procurement runs the quote.
- 01
The search ad
Name the application and the specs the engineer searched for, so the click carries them.
BeforeQuality actuators since 1987A leading manufacturer of motion solutions.Contact usAfterWashdown linear actuators for OEMsIP69K stainless housings and custom strokes, built to your drawing.Request a quote - 02
The application page
Put the spec in the page, so engineers, search engines and AI answers can read it.
BeforeLinear actuatorsInnovative motion solutions for many industries.Download catalogAfterLinear actuators for food and packaging washdownForce, stroke, speed and the washdown rating in the text. Datasheet and CAD files without a form.Request a quote with your drawing - 03
The RFQ
Ask for what sales needs to quote, so the first reply is a price, not questions.
BeforeSend us a messageA name, an email and a comment box.SubmitAfterQuote a custom actuatorDrawing upload, force, stroke, quantity and the date you need it.Send the RFQ
- What you get from us
- An RFQ brief: search terms, ad copy, application page content, RFQ fields and tracking.
- What we report
- Which RFQs became quotes and orders, and why the rest didn’t.
Through distributors: standard models
A maintenance engineer at a bottling plant needs a replacement actuator this week. They know the type and buy from the distributor the plant already uses.
- 01
The search ad
Match the replacement search, and send it where the buyer will order.
BeforeQuality actuators since 1987A leading manufacturer of motion solutions.Contact usAfterWashdown linear actuator, in stockStandard strokes and forces. Check stock at a distributor near you.Find a distributor - 02
The product page
Give the part number and the replacement path, so the engineer can order without a call.
BeforeLinear actuatorsInnovative motion solutions for many industries.Contact usAfterLA-24 washdown linear actuatorPart number, strokes, forces and the replacement for older models. Datasheet without a form.Where to buy - 03
The distributor report
Agree what distributors share. Keep visits, clicks and reported sales apart.
BeforeWebsite visitsTraffic to product pages, with no link to sales.AfterWhich pages send distributor orders?Tagged “Where to buy” clicks by page, next to the sales distributors report back.
- What you get from us
- A distributor demand brief: part-number search terms, ad copy, product page content and tagged distributor links.
- What we report
- Which pages send buyers to distributors, next to the sales distributors share with you.
Services
What we do for manufacturers
Start where buyers drop out. Each service has its own page with the scope and the timing, and most services begin with a free first look.
Get found by engineers
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SEO for manufacturers
Application, capability and material pages engineers find in search and AI answers, judged by the RFQs they bring.
- Fits when
- Buyers search by part, process or spec.
- First step
- A free search potential map
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Google Ads
Search campaigns on parts, processes and applications, judged by the RFQs your team quotes, not by clicks.
- Fits when
- Needs are urgent and buyers are ready to quote.
- First step
- A free Google Ads audit
-
LinkedIn Ads
Engineers and procurement at the OEM accounts you name, reached before they need a quote.
- Fits when
- You open a new market or sell on long cycles.
- First step
- A free LinkedIn Ads audit
Turn visits into RFQs
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B2B web design
Capability, application and industry pages with specs in the text, and an RFQ path that takes drawings.
- Fits when
- Your site reads like a company brochure.
- First step
- A call about your site
-
Conversion rate optimization
Tests on the RFQ form and the pages that lead to it, judged by the RFQs your sales team accepts.
- Fits when
- Engineers visit, but few qualified RFQs come in.
- First step
- A free review
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Not sure where to start?
The site check above shows where buyers drop out. The free teardown goes through your capability pages and RFQ path, and ends with one recommendation.
Get a free teardown →
Measurement
How we measure manufacturing marketing: up to the order
Form fills are where counting starts. Before launch we agree with your sales team what makes an RFQ qualified, then follow it to the quote and the order. Pick a step.
RFQ received
- We count
- Each RFQ form, email and call, once. A test RFQ with a drawing at launch follows the whole path: form, inbox, analytics, CRM.
- We leave out
- Spam, duplicates, job applications and sales pitches.
- Source
- Your analytics and the RFQ inbox.
Qualified RFQ
- We count
- RFQs your sales team marks as a fit for your capabilities, volumes and lead times, and the cost of each one.
- We leave out
- RFQs too small, too far away or outside what you make. Sales notes the reason, so campaigns and pages can change.
- Source
- Your CRM or your team’s marks. Where your CRM allows, qualified RFQs go back to Google Ads within 90 days of the click, so bidding learns from what your team quotes.
Quote sent
- We count
- Quotes sent, and the share of quotes that become orders. It shows whether marketing brings the right work, not just more of it.
- We leave out
- Quotes for repeat orders from current customers. We report them apart.
- Source
- Your CRM or quoting system.
Order
- We count
- Orders from your CRM, after first articles and supplier onboarding, on your cycle.
- We leave out
- Searches for your company name. We report them apart from new demand.
- Source
- Your CRM, or the order list your team shares. Where long cycles break the trail, the report says so.
Through distributors
- Where-to-buy click
- Distributor order
- Reported sales
Distributor links are tagged by page. The report shows those clicks next to the sales distributors share with you, apart from direct RFQs.
What you get every month
One report for the work: what we checked, what we changed and why, and what comes next.
Our report format, filled in for a concept sheet metal shop.
Monthly report
October
RFQs
- RFQs received
- 34
- Qualified by your estimators
- 21
- Quotes sent
- 19
- Orders from earlier quotes
- 4
Changed
- Excluded searches for signs, art and DIY projects
- New page: stainless enclosures for outdoor cabinetsReview on Nov 14
- Moved budget from general searches to enclosure searchesYou approved on Oct 9
Found and fixed
The RFQ form turned away drawings over 10 MB. Fixed on Oct 12, and the buyers it affected were asked to send them again.
Next month
Add lead times to the enclosure page, once your team confirms them.
By what you make
Marketing for your kind of manufacturer
What counts as a good RFQ, what we cut and which pages do the work depend on what you make and how it’s bought. Pick yours.
Metal fabrication
- A good RFQ
- Parts or assemblies to a drawing, in the materials and volumes you run.
- What we’d exclude
- Signs, art, DIY projects, one-off repairs and jobs.
- How it’s bought
- Direct. Engineers and buyers at OEMs send drawings to a few shops.
- Pages that do the work
- Capabilities, materials, tolerances, finishing, and an RFQ form that takes drawings.
Plastics
- A good RFQ
- A part with a drawing or a 3D file, a material and the yearly volume.
- What we’d exclude
- Hobby resin, DIY molds and volumes too small for a mold.
- How it’s bought
- Direct. Product engineers compare molders on materials, tooling and lead times.
- Pages that do the work
- Materials, part sizes, tooling, industries served and certifications.
Equipment
- A good RFQ
- A machine or a line request with the product, the speed and the plant.
- What we’d exclude
- Used machines, jobs and student projects.
- How it’s bought
- Direct, over months. Engineering, operations and finance at the plant decide together.
- Pages that do the work
- Machine pages by application, speeds and footprints, videos, and a quote request that asks for the product and the speed.
Automation
- A good RFQ
- An order through a distributor, or a custom request from an equipment maker.
- What we’d exclude
- Repairs you don’t offer, hobby builds and part types you don’t make.
- How it’s bought
- Through distributors for standard models, direct for custom ones.
- Pages that do the work
- Product pages with part numbers and specs, CAD files, cross-references and where to buy.
Both routes, step by step: One supplier, two ways to buy →
Coatings
- A good RFQ
- A project with the floor area, the use and the conditions the floor has to take.
- What we’d exclude
- Garage floors, home DIY and paint retail.
- How it’s bought
- Through contractors and direct to facility managers, often after a look at the data sheet.
- Pages that do the work
- Systems by use, such as food plants and warehouses, data sheets, approvals and where to buy.
Team
Two founders, one strategy.
Our SEO and PPC leads run the work day to day. Mike, our co-founder, answers for every manufacturing project personally.
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Every project has a founder on it and a team lead for each service.
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If the people on your project change, the page plan, the account history and our notes stay with the project, and so does a founder.
- 2015founded
- 100+client projects
- 15+projects for US companies
Most of our clients come through a recommendation. Meet the team →
Price
How much does a manufacturing marketing agency cost?
The teardown is free. After that you pay for the services you choose, each priced separately. Ad budgets go to Google and LinkedIn directly, from your own accounts.
Free teardown
$0
Your capability pages and RFQ path
- A written teardown: what stops engineers and where to start
- A 30-minute call with Mike or Alex
- One recommendation, or nothing for now
SEO for manufacturers
From $X a month
After a one-time strategy from $X
- 6, 12 or 18 units of work a month
- Pages engineers search for, built and measured
- 10 business days’ notice to stop
Google Ads or LinkedIn Ads
From $X a month + 10% of ad spend
Per channel. Setup from $X · 12-month contract, cancel with one month’s notice, no exit fee
- Setup in 10 business days
- Campaigns judged by qualified RFQs
- A monthly report and next priorities
Website
From an estimate
Once you approve the scope, the price is fixed
- Capability, application and industry pages
- An RFQ path that takes drawings
- Files are yours once the project is paid
- What moves the price
- The number of product lines, markets and languages, and how many pages need specs and files.
- Not included
- Ad budgets, printed catalogs, trade show booths and ERP setup.
- Before any work
- If you want to go on after the teardown, you’ll know the price before any work starts.
Questions buyers ask
Manufacturing marketing FAQ
The short answer comes first. Open any question for the detail.
What does a manufacturing marketing agency do?Brings engineers and buyers to a qualified RFQ.
It helps a manufacturer reach the engineers, procurement teams and distributors who specify and buy its products. We work on search, Google and LinkedIn campaigns and the website, and follow the result to qualified RFQs, quotes and orders.
How do manufacturers generate leads online?With pages built for specs, applications and RFQs.
Engineers search by application, process, material and standard. Pages that answer those searches with real specs, open datasheets and CAD files, and an RFQ form that takes drawings, turn that research into quote requests. Paid search and LinkedIn bring buyers to those pages sooner.
Is SEO worth it for manufacturers?Yes, when buyers search for what you make.
Industrial searches are specific and often low in volume, but one RFQ can be a large order. We check the demand first with a free search potential map, then build the capability and application pages it supports. SEO for manufacturers →
How long does industrial marketing take to produce RFQs?Paid search in weeks, SEO in months.
Google Ads campaigns go live on day 10 of setup and can bring RFQs within weeks. New application and capability pages usually take several months to rank. Orders follow your own quoting and approval cycle, which we measure rather than guess.
Should manufacturers advertise on LinkedIn or Google?Google for active needs, LinkedIn for named accounts.
Google Ads reaches engineers searching for a part or a process now. LinkedIn reaches engineers and procurement at the OEM accounts you name, before they need a quote. We usually start with Google and add LinkedIn for new markets and long buying cycles.
Do you work with distributors and dealers?Yes, and we count their sales apart.
Product pages send buyers to distributors with tagged links, and the report shows those clicks next to the sales distributors share with you. Direct RFQs and distributor orders are counted apart, so neither hides the other.
How much does a manufacturing marketing agency cost?The teardown is free, then priced by service.
The website teardown is free. SEO for manufacturers starts at $X a month after a one-time strategy, Google Ads and LinkedIn Ads each start at $X a month plus 10% of ad spend, and a website is priced from an estimate. You’ll know the price before any work starts.
Can you guarantee RFQs?No.
We don’t promise rankings or a set number of leads. No one can. What we promise is the work: every test has a limit and a review date, and the monthly report shows which RFQs your team qualified and why the rest didn’t.
Can we start with one service?Yes.
SEO, paid search or the website can each be a complete engagement. If we spot a problem outside the work we agreed, we raise it with you rather than quietly expanding the work.
Insights
Guides before you decide
All insights →- SEO for manufacturers and industrial companies The pages engineers search for, how to put specs and catalogs where search engines and AI answers can read them, and what to measure. Read the guide →
- MQL vs SQL: what counts as a qualified lead How marketing and sales agree on both definitions, and why ad platforms should learn from the second. Read the guide →
- Ideal customer profile (ICP): a B2B template with examples A nine-field template built from won and lost deals, a worked example, and how an ICP differs from a buyer persona. Read the guide →
Start with a free teardown
Can engineers find what you make, and ask for a quote?
Send your site and one product line. We review your capability pages and RFQ path the way an engineer would, then show you where to start.
What happens next
- 01We confirm the details within one business day.
- 02A written teardown of your capability pages and RFQ path: what stops engineers and where to start.
- 03A 30-minute call with Mike or Alex and one recommendation: SEO, paid search, the website, or nothing for now.