OEM buyers do their homework.
Make sure they can find it.
Indian manufacturers — from precision components to consumer durables — selling into domestic and export markets. The website is where the technical diligence happens.
A manufacturing buyer’s site visit is investigative, not exploratory. They have a spec in mind, a price band, a delivery window, and they’re comparing three to seven shortlist candidates. They want to know whether you can make what they need, whether you have the QA discipline to make it consistently, and whether you’ve done it before for someone whose name they recognise. If your site doesn’t make that easy to verify, they move on to the next shortlist candidate inside about ninety seconds. We’ve sat with them.
What an OEM buyer is hunting for on your site
- A capability matrix — materials you work with, tolerances you hold, finishes you offer, batch sizes you handle. Generic “we offer high-quality precision components” doesn’t qualify.
- Certifications visible above the fold — ISO 9001, IATF 16949, AS 9100, REACH, RoHS, whatever is industry-relevant. With the certification number and expiry date if you have them; without is acceptable, but a static badge with no date reads as expired.
- A downloadable line-card or catalogue PDF — under 10 MB, no email-gate. The buyer is sharing it with their procurement team and their plant manager; if it’s gated, they don’t share it, they go elsewhere.
- Photos of the actual line. Not stock photos. Not renders. The plant in operation, with people in it, with the brand name on something physical somewhere.
- A named contact for export enquiries vs domestic enquiries. Routing them through the same generic form costs you the export ones, where the lead value is roughly 4× higher.
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The manufacturing client audits we ran in 2025 where the export-enquiry routing on the contact page was either broken (going to a personal Gmail that hadn’t been checked in months) or missing entirely. Roughly 80%. That is the easiest single fix in this sector.
Do we need a separate exports page or can our regular product pages serve?
Separate page, every time. Export buyers want to see HSN codes, incoterms you’re comfortable with (EXW, FOB, CIF, DAP), packaging norms you follow, and the countries you’ve already shipped to. None of that is relevant to a domestic buyer. Bundling it onto the same product page clutters the domestic path AND under-serves the export path. We typically build an /exports section that surfaces this content cleanly. The countries-shipped-to list is the single most asked-about content element we’ve added — buyers gauge maturity by it.
Aside: the “Make in India” visual treatment that was very common 2017–2020 has aged badly. We’ve had two clients in the last year ask us to specifically remove it from the previous build. Take the cue.
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