Summary: websites that win inquiries
A brand site aims to make the company "look good"; an inquiry site aims to let the right buyers find it, understand it, and leave a request. B2B website design should route visitors by the buyer's problem, spell out specs and application cases, put an inquiry entry on every product page, and make content correctly readable by search engines and AI.
Brand site vs. inquiry site
| Comparison | Brand site | Inquiry-focused B2B site |
|---|---|---|
| Home | Big images, slogans, profile | Routes visitors by problem |
| Product pages | Photos, a few lines | Specs, conditions, sizing, cases |
| Content source | You write it | Written by industry insiders |
| Search and AI | No keyword planning | One page per topic, structured data, FAQs |
| Inquiries | A single contact form | Every page, with spec fields |
| Measured by | Page views | Inquiries and quotes |
What engineers look for
Engineers
- Specs, dimensions, and interfaces
- Applicable process and equipment conditions
- Certifications and standards met
- Real application cases and data
Buyers and managers
- Lead times and scope of service
- Local support and after-sales
- Downloadable catalogs and datasheets
- Contact person and response time
Inquiry-site structure
Home: by problem
Let visitors find the right products and solutions by "the problem I'm facing" or "my industry," not just a company profile.
Products: specs, sizing
Spec sheets, operating conditions, selection tools or calculators, and "situations this product isn't suited for," so engineers can make an initial judgment on their own.
Cases and articles
Prove results with real cases, and answer research-stage questions with articles that also build search rankings.
Inquiry entries
Every page has a next step: book an assessment, download a datasheet, or request a quote. Forms carry product and spec fields so sales can assess requests right away.
Edit it yourself
A built-in admin lets you add products, case studies, and articles without hiring a developer each time.
Multilingual: rewritten, not translated
Chinese, English, and Japanese versions, translated using our own industry glossary, with technical terms in the form local industries actually use; content is also adjusted to what buyers in each market care about, and search engines can correctly identify each page's language and region.
Readable by search and AI
Before launch, plan pages around keywords: one topic per page, so your own pages don't compete for rankings. Add structured data (products, FAQs, breadcrumbs) to every page so Google and AI search tools like ChatGPT and Gemini can understand and cite it correctly. To get AI to mention you in its answers, pair this with GEO (generative engine optimization).
FAQ
What's the difference between a brand site and an inquiry site?
A brand site aims to make the company look good; an inquiry site aims to let the right buyers find it, understand it, and leave a request. An inquiry site routes visitors by their problem, spells out specs and case studies, has an inquiry entry on every page, and measures success by number of inquiries.
What do engineers look for on an equipment maker's website?
Technical decision-makers look for specs, dimensions and interfaces, operating conditions, certifications, and application cases; purchasing and management look for lead times, scope of service, local support, downloadable catalogs, and a contact person.
How should an industrial website be structured?
The home page routes visitors by the problem they face; product pages carry specs and selection guidance; case studies and articles build trust and search rankings; every page has an inquiry entry; and a built-in admin makes updates easy.
Does an industrial website need multiple languages?
If you have overseas customers or plan to expand abroad, you should have at least an English version; for the Japanese market, you need a Japanese version. Multilingual content should be rewritten for local buyers, not translated literally from Chinese.