By Liz Stevens, writer, Plastics Business
In 2025, it’s fair to say that every business now has a website. Manufacturers are on board and making the most of the digital world, sharing their brands as well as their expertise, capabilities and achievements for all to see. As the digital universe expands, the human attention span shrinks. This means that a company’s website must make the most of what might be a very fleeting first impression.
To get advice on optimizing a website for a plastics injection molder, Plastics Business talked with two marketing firms that specialize in promoting manufacturers and that offer services, including website development and search engine optimization. Teresa Schell, owner of Vive Marketing, Milwaukee, Wisconsin, and Shelly Otenbaker, president of WayPoint Marketing, Charlotte, North Carolina, weighed in on topics ranging from what content to include on a website and the “above the fold” website approach to the importance of search engine optimization and easy navigation.
Looking at the big picture, one might expect that websites for manufacturers would be vastly different than websites for retailers. But, in fact, the two have a lot in common, as Shelly Otenbaker explained. “I think it is less about what is obviously different between business-to-business and business-to-consumer websites,” said Otenbaker, “and more about the difference in the content that needs to be communicated. A manufacturer’s website should mirror its business plan.” The site should be crafted to target the best/most profitable type of customer, and it should communicate what truly makes a business different than other plastics processors. “The website is designed to convey a company’s ‘why,’” Otenbaker said, “and to describe what this company does better than anyone else. Identifying these factors and communicating them make for a great website.”
Teresa Schell noted that consumer product websites focus on e-commerce, showcasing product catalogs, user reviews and effortless checkouts. “In contrast,” said Schell, “a manufacturer’s website often is a B2B lead generation platform. It must emphasize technical capabilities, certifications and processes. And it should highlight engineering and manufacturing expertise.”
The site can foster trust by featuring case studies and industry-specific experience. It will encourage direct contact for quotes or consultations rather than facilitating immediate purchases. Schell explained, “A plastics injection molding company might focus on production scalability, material capabilities and quality assurance.”
The Content on a Manufacturer’s Website
Website design largely has been standardized, which makes it easier for visitors to locate the information they seek. The usual lineup includes a homepage, “About Us” and “Contact Us” pages, a page describing services/capabilities, content describing industries served, galleries of photos and videos, testimonials from customers and a page offering industry-specific resources like blogs, white papers and case studies.
Plastics processors, however, will include some industry-specific content. “While those standard sections are crucial,” said Schell, “manufacturers also should consider a few additional content categories, such as certifications and compliance, with details on ISO standards, ITAR and RoHS.” Including an equipment list especially is important for precision-driven industries like mold building. Request for Quote (RFQ) forms allow potential clients to upload drawings, specs and other details.
Process descriptions,” Schell said, “that include step-by-step outlines of workflows are helpful for demystifying complex manufacturing processes. And an often-overlooked website section – careers – is a valuable section for attracting skilled talent.”
Otenbaker reinforced the value of career content on a website. “Manufacturers definitely should have a careers section on their website,” she said. “With challenges in attracting and securing talent, potential employees should easily be able to identify what it would be like to work for the company, available positions and employee testimonials.”
Otenbaker also recommended including a branded easy-to-download sheet with key equipment, automation, technology and materials that are part of the company’s solutions. “Oftentimes the person doing preliminary research on potential partners isn’t the end buyer,” she said. “This will provide them with a document that easily can be saved or printed and then provided to those making the
end decisions.”
Above the Fold: That First Impression
There’s nothing like that first impression, so making it a great one is worth the effort. Website design has borrowed a visual strategy from print newspaper design in which the top half of the first page of a newspaper – the area above the fold – is what readers (and casual browsers) see first.
Otenbaker explained how this strategy translates to a website. “For websites, it is a very similar concept,” she said. “When developing a web page – whether that be the home page or a section page – put the most important information first, so people easily can see it without scrolling down. This includes text as well as buttons to navigate to other priority content.”
Schell echoed the advice. “The ‘above the fold’ area refers to the part of a webpage visible without scrolling. For manufacturers, this real estate should clearly communicate who you are, what you do, who you serve and what action you want the visitor to take.” Schell said that a strong value proposition, a clean hero image or video, and a clear call-to-action button – such as “Request a Quote” or “View Our Capabilities” – are all essential in this space.
Still Images and Moving Pictures
A picture is worth a thousand words and a short video is worth more than a picture. Otenbaker explained the value of these elements. “They both are important for a positive website experience for different reasons,” she said. “Well done, short videos can increase the amount of time people spend on the website and drive more engagement, while photos can quickly and effectively communicate a specific message.” She stressed that what is most important is the quality – high-quality images and video that accurately depict the company, its solutions and its people.
Schell offered some additional points about visual content. “Photos and videos should bring your operation to life,” said Schell. “The most effective ones include facility walk-throughs which showcase scale, cleanliness and professionalism; machinery in action, and especially CNCs, molding machines and robots; team spotlights to highlight technical talent and humanize the company’s brand; and case study videos that feature successful projects and client testimonials.” Schell added that injection molders should use imagery that emphasizes automation and high-volume production runs.
Searching for an Answer
Schell explained that a search field on a website is not a standard feature but that it can be helpful. “A search field can be especially helpful for manufacturers with large websites, varied industries served or multiple services,” she said. “A search bar improves user experience by helping visitors quickly find what they need.” Otenbaker described her take on search fields. “Unless you have a very large complex site,” she said, “we do not think a search field is needed. One exception – if the company has a blog or resource page that has a lot of content, it may want to add a search field to that page to help people navigate the topics.”
Websites for Visitors On-the-Go
Some people – and especially young professionals – now are doing the bulk of their business research on their smartphones. “In our experience,” said Otenbaker, “most of the traffic to plastic processors’ websites is from a desktop. However, it still is important for a website to be mobile-optimized.” One reason is that more people are using tablets and phones for work purposes and, as the next generation of manufacturers continues to enter the workforce, this will continue to increase. “Also,” Otenbaker said, “companies must have a mobile-optimized website for search engine optimization purposes. Companies that don’t will be penalized by search engines, and this will negatively impact the site’s visibility.”
“Mobile responsiveness,” said Schell, “is no longer optional. Decision-makers often research suppliers during commutes, on shop floors or while traveling. A mobile-friendly website ensures faster access to critical info, improved SEO rankings, and better engagement and reduced bounce rates.”
Tell Us How to Get There
Easy navigation on a website is as important as clear road signs on a freeway. Point visitors in the right direction as simply as possible to avoid turning them away or sending them down a website rabbit hole. Schell offered design tips for easy website navigation. “Including sticky menus – which stay in place while a visitor scrolls up and down on a site – keeps the main navigation signs visible and accessible,” Schell explained. “Incorporating a clear hierarchy in which similar services or content is grouped into dropdowns also helps visitors find their way. And website breadcrumbs help users track where they are, especially on websites with a lot of pages.” Breadcrumbs show visitors the path they have taken on a site – in a chain such as “Home page > Services > Page currently being viewed.” Schell asserted that website navigation should support the typical steps in a B2B buyer’s journey: Awareness → Consideration → Decision.
Otenbaker’s advice: “Keep the content simple. A website doesn’t need to answer every question a potential customer or employee might have.” Otenbaker suggested aiming to “bucket” content into a handful of areas with simple navigation. “Too many options,” she said, “make it challenging for a target audience to find the information that they want and need. Think about the questions that potential customers typically ask during a first meeting – does the website answer these questions?”
The Need for Speed
Anyone who has visited a website with a slow-loading page or with a link that takes forever to access knows that prompt loading and linking can make or break a website experience. “This comes down to user experience and website search engine optimization,” said Otenbaker. “If load speeds are slow, people will leave the website and go somewhere else to get what they need. Also, search engines scan sites to test load times and will ‘ding’ those that are slow.” Schell reiterated the need for speed. “Speed matters for three reasons,” she said. “To deliver a great user experience, because a delay of just a few seconds can drive visitors away; to facilitate search engine optimization, because browsers prioritize faster sites over slower sites; and to hold the attention of mobile users who often have less patience for slow pages.” To accelerate website responsiveness, Schell recommended compressing images, streamlining code and minimizing unnecessary plugins.
Act Now
A website’s call to action (CTA) is a crucial feature for inviting visitors to take the next step in evolving their relationship with a manufacturer. “CTAs are important for a website,” said Otenbaker, “to reflect what the company wants a visitor to do – to sign up for a newsletter, to apply for an open position, to submit an RFQ, to request access to a special piece of content or just to contact the company.” While all of these are good calls to action depending on what the company wants to achieve, Otenbaker suggested the judicious use of CTAs. “We would caution people against having too many different calls to action,” she said, “because too many options might leave a visitor confused.”
Schell also recommended the thoughtful use of CTAs. “Manufacturers should use CTAs that align with the potential customer’s journey.” She cited “Request a Quote” for purchase-ready leads, “Download our Capabilities Sheet” for those still researching and “Talk to an Engineer” for visitors with complex or custom projects. “CTAs create momentum,” said Schell, “and help convert visitors into qualified leads.”
Making Contact
Websites can offer several ways for visitors to make contact. “The easiest way for someone to contact a company,” said Otenbaker, “is to have an office phone number and email address clearly visible on a ‘Contact Us’ page. However, we also highly recommend a ‘Contact Us’ form.” A “Contact Us” form is the preferred choice of most potential customers. “Also, note that the form often is used by potential vendors, too,” Otenbaker said, “which means that incoming messages must be reviewed to separate the sales leads from the vendor leads.”
Schell added a few tips for inviting website visitors to contact the company. “Make it as easy as possible for a visitor to make contact,” she said, “by including elements like a persistent ‘Contact Us’ button in the header or footer of the website pages or by emphasizing the company’s location via a contact page with a map (especially relevant for local or regional vendors).”
Schell also suggested including a live chat feature for quick Q&A with visitors. “It is worthwhile to offer visitors multiple options for contact,” Schell said, “including phone, email, a contact form and LinkedIn links. And it often is helpful to add team contact details if visitors may benefit from speaking to specific individuals at the company (e.g., sales vs. engineering).”
Appeal to the Search Engines
“Search Engine Optimization (SEO),” said Otenbaker, “is designing a website – its content and structure – to meet the requirements that search engines have established. Companies can improve the visibility and rankings of their websites through keyword and phrase use, on-page optimization, off-page optimization and making sure the backend of the websites are technically sound.” This can be challenging because the website also must communicate the company’s “why” as well – so it is a balancing act – and art and science. “SEO is very important,” Otenbaker said, “for creating a website to attract potential customers and generate business leads.”
Schell explained that SEO improves how high a website ranks in search engine results for relevant queries. For manufacturers, SEO might mean including a key phrase like “automotive injection molding services.” “SEO involves keyword optimization, high-quality content, fast loading speed, backlinks and domain authority and structured metadata,” Schell said. “SEO is not set-and-forget. It requires the regular addition of content such as blogs and case studies, adjustments to match changes in Google algorithms, and updating keywords based on new trends or services.”
“Done correctly,” Otenbaker said, “SEO is an ongoing process. A website is not a static tool – it should be dynamic, with new content and with its SEO updated continuously. Additionally, to make it more challenging search engines frequently change their algorithms and what they want to see in a website, so it is equally important to stay up to date on these changes.”
The Bottom Line
As Schell put it, “A great manufacturer’s website doesn’t just showcase services – it functions as a powerful digital sales tool. The right content, presentation and optimization can dramatically increase leads, improve credibility and shorten the sales cycle.”
Schell further summed up the value of a great website for a manufacturer. “In today’s digital-first world, a great website can be a manufacturer’s most powerful marketing and sales tool – it’s a key part of a customer journey,” she said. “When someone visits a company’s website, they often try to figure out one key thing: Can these people help me get what I need? A great website helps answer that question clearly, quickly and in a way that builds trust.”
More information: www.vive4mfg.com and
www.waypointmc.com
