Dated design, no clear next step, broken mobile, hidden contact details and self-centred copy: five mistakes that make industrial websites lose contracts.
A buyer in industry rarely tells you why they didn't call. They just don't. The site quietly talked them out of a conversation that should have been easy, and you never see the loss. There is no error log for a contract that never started.
I look at a lot of these sites. The same handful of mistakes shows up every time, and each one has a price measured in work won or lost, not in clicks. Here are the five I find most often.
The design is ten years old, and the buyer can tell
A site that looks like 2014 tells a buyer one thing: this company stopped investing in itself. In a trade where the real purchase is trust (your timeline, your compliance, your crew on their site), a dated page reads as a dated operation. The buyer never says "nice website." They quietly wonder whether your methods are as old as your homepage, and they call someone who looks current instead.
There is no obvious next step
A buyer arrives ready to act. The page gives them nowhere to go: no clear request-a-quote, no number above the fold, a contact form three clicks deep. Readiness has a short shelf life. If the next step isn't obvious in the first few seconds, the buyer doesn't hunt for it. They close the tab with the intent they arrived with intact, and spend it on a competitor who made the step obvious.
It falls apart on a phone
Half your buyers are reading on a phone: in a van, on a site, between jobs. If the text is tiny, the menu is broken, and the number isn't tappable, you have told a working buyer that dealing with you is friction. They will not pinch-zoom their way to a quote request. They will tap back.
A human is impossible to find in five seconds
Industrial buyers often want to talk to a person now, not "fill out the form and we'll get back to you." When the phone number and email are buried in a footer or hidden behind a contact page, you add friction at the exact moment the buyer wanted to commit. Friction at that moment doesn't delay the deal. It hands it to whoever answered first.
The site talks about itself, not the buyer's problem
"A leading provider of integrated solutions." The buyer doesn't see themselves anywhere on the page, so they assume you don't see them either. A site that lists what you are, instead of the problem you remove, makes the buyer do the translation work, and most won't. They want their problem named back to them, in their own words. Name it, and the page starts selling. Don't, and it just sits there.
Each of these is visible in about ten minutes, to anyone who knows where to look. That is what our website audit is: we send your site back with the leaks marked, in plain language, in writing. You fix them with us or without us. The diagnosis is yours either way.
Frequently asked questions
Why doesn't my industrial website generate enquiries?
The most common causes are a design that signals an outdated operation, no clear request-a-quote step, a site that breaks on phones, a phone number and email that are hard to find, and copy that describes the company instead of naming the buyer's problem.
What should an industrial company website include?
A clear next step above the fold, a tappable phone number, fast and readable mobile pages, visible certifications and proof, and copy written around the problems your buyers need solved.
