Digital Marketing Websites

OEM Website Design Examples & Tips To Help Increase Leads

OEM Website Design Examples & Tips To Help Increase Leads
Written by publishing team

The best and most successful salespeople today are those who skip the good show. They are the ones who know their markets and products inside and out. More importantly, they speak to the client’s main question: “What’s the point of that for me?” Oftentimes, your website is the first “salesperson” a potential customer encounters. Is your website built to grow qualified traffic and leads? Whether you act as a supplier to distributors or sell products directly to the end user, your website needs to provide the technical information created to convert qualified leads. Here are OEM website examples and guides that you can use to help make your website a highly effective 24/7 sales channel.

Website Design Examples & 4 Lead Generation Tips for OEMs

1. Become an industry expert

Outstanding salespeople know their industry like the back of their hand. Simply put: experience sells! Buyers want to know that you have the knowledge and skills to solve their problems. Agile Magnetics is a professional magnet OEM manufacturer. Her website shows this knowledge right away from the homepage – visitors can instantly notice certificate icons front and center.

Quality certifications are just one of the many factors buyers use to rate suppliers – and one of many items that suppliers frequently overlook, so make sure they aren’t hard to find. In addition to detailed technical information about products/services, Agile’s articles and resources showcase knowledge of the markets they serve. This gives buyers confidence that they are dealing with the right people.

2. Show all details of your products

As with industry knowledge, deep product knowledge is the foundation of successful sales. Skip “presentation” and focus on the heart of the matter on your website: include detailed product information and key dimensional data, as well as applicable industry standards, or a detailed description of service capabilities. Triad Magnetics provides all the technical product data and high-quality images that engineers are looking for, including CAD models.

If possible, your website should detail the hardware on site, the tolerances you can maintain, the quality assurance practices you follow, and the production volumes you can support. Product catalogs must be in HTML format. Buyers will have a lot of questions – and you need to prove that you can answer them.

Triad Magnetics Lead Generating Website Manufacturing Product Catalog - OEM Website Design Examples

➡️ Thomas Fact: The Triad Magnetics website is powered by Thomas Navigator, an online product catalog toolkit designed specifically for manufacturing. The newly designed Triad site with online product catalog capabilities increased pageviews, unique pageviews, and overall site speed.

3. Respect customer’s time

According to Harvard Business Review, the best salespeople spend the most time researching specific customer needs. An effective sales website is the opposite – it allows customers who are looking for you to find all the information they need.

start: More Lead Generation Website Examples and How to Create a Website

Mosaic Microsystems provides thin glass solutions to meet the needs of the next generation of microelectronics and photonics packaging. Their website provides easy navigation for their visitors, and every page has a consistent navigation menu.

OEMs like Mosaic Microsystems provide the most important information (technical details) with just one or two clicks from any given page. The internal search function brings great convenience to most buyers. Buyers don’t want to spend hours browsing your site to find what they need. The easier it is for them to find something, the more likely they are to consider your purchase.

Mosaic Microsystems OEM Website Design Example

4. Understand the B2B buying process

Sometimes a purchase has to go through many hands before it can be approved. Top salespeople know that some of these hands will want to know the business implications of working with you. For your website, this means providing cost-related information, including ROI scenarios. Customer testimonials and case studies are also important. For most industrial buyers, the buying process revolves between technical matters, reputation, trust and reliability. They will want to see all of these considerations addressed on your website.

OEMs can also publish an Industries Served page as United Gear Assembly in their website example below. Each page showcases its experience and capabilities as a major supplier in the respective major market.

United Gear Assembly - OEM Website Design Example

United Gear Assembly is a Supplier of precision gears, shafts and related assemblies for many global OEMs. Their website clearly conveys the following content that is flexible and adaptable to meet the industry requirements of their clients:

  • Prototype gears
  • short lead times
  • Fully automated manufacturing cells
  • Dedicated work cells for long-term parts
  • Engineering Consulting / Collaborative Design

The Amphenol Nexus Technologies website has also been designed with their customers’ buying process in mind. They design and manufacture high quality audio jacks, sockets and push button switches MIL-S-8805/3 and their product catalog features those standard products with high quality graphics. With less time spent trying to sort product information, website visitors get the information they need faster, increasing the likelihood of selling and repeat business.

Amphenol Nexus Technologies - OEM Website Design Example

✅ Thomas tip: The best salespeople can relate a customer’s problems to the value their solutions can provide. Does your website convey this value? If you’re not sure, ask for a free digital health check so you can get an evaluation of your efforts.

“As a marketing department, it has been really helpful to have Thomas help with our marketing strategy rather than innovating it as we begin,” said Jeff Collins, partner at Renown Electric. “Our website is now ranked on the first page of Google and our customers really appreciate the resources we share.”

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Digital Efforts Create Growth for OEMs

According to a study by Accenture, 85% of B2B buyers surveyed listed supplier websites as the most popular channel for doing online research, but buyers are not satisfied with the level of information provided – only 37% of those looking for a supplier’s website said it was the most useful channel.

The same study found that 69% of B2B buyers abandon their cart for several reasons related to their online experience:

  • 35 percent abandoned their shopping carts because the site page did not load properly
  • 26 percent abandoned their carts because it took too long to check out
  • 22 percent abandoned their carts because the checkout process was too confusing

Define your conversion rates and integrate value-added features into your websites to simplify the online buying experience such as CAD library, product configuration, high-quality graphics, clear CTAS and certification list. Not sure how to get started? Request a free digital health check and we’ll review checkpoints to improve your website and increase leads. Our marketing experts are backed by certified engineers and have connected B2B buyers and suppliers for over 122 years.

“With Thomas leading our lead generation and marketing efforts, our sales increased 60% in just one year,” said Bob Ryan of CJ Winter. “Thomas maximized our company exposure, generated a record number of qualified leads, and helped us convert those opportunities directly into sales dollars.”

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