A procurement manager is searching for a new supplier of moulded plastic parts. She finds a manufacturer with a long history and a good reputation. Its website lists part numbers, links to a customer portal and gives a phone number for "your account manager." Nothing explains what the company can make, what quantities it handles or how a new customer gets started. She moves on to a competitor whose site had a page titled "New to us? Start here."
Many manufacturer websites are built for customers they already have.
Mistake 1: part numbers without explanation
Existing customers know the catalogue. New buyers do not. A catalogue of codes without descriptions tells a newcomer nothing.
Mistake 2: no "start here" page
New buyers want to know how to begin. A page explaining the process, from enquiry to samples to first order, gives them a clear path.
Mistake 3: hiding minimums and lead times
New buyers need to know whether they can work together. Minimum orders are covered in minimum order questions manufacturers answer daily.
Mistake 4: everything routes to an account manager
New buyers do not have an account manager. A site that only offers "contact your account manager" leaves them stuck.
Mistake 5: no industries or examples
Buyers want to know whether the manufacturer serves their industry. Short examples of work for different sectors help them decide. Automotive businesses face similar problems, as described in automotive website mistakes that lose customers.
Mistake 6: no route for distributors
Distributors are valuable partners, but many sites give them no way in. Distributor enquiries are covered in distributor and reseller enquiries worth qualifying.
Mistake 7: automation that frustrates
Some manufacturers add basic chatbots that cannot answer real questions. The pitfalls are covered in support automation mistakes that frustrate customers.
How an assistant helps
SpideyChat for manufacturers answers new buyers' questions from your own pages at any hour and captures their requirements for the sales team.
Buyer: We're looking for a new supplier of moulded parts. Do you work with new customers? Assistant: Yes. The new customers page explains how to get started: share your drawings or requirements, the team reviews them and samples can be arranged. Could you share what parts you need, your likely annual quantity and your timeline?
Mistake 8: no information for overseas buyers
Many manufacturers sell internationally but give overseas buyers little help. Explaining which countries you ship to, how export works and which currencies you quote in helps buyers abroad take the first step. Overseas buyers also research outside your working hours, so answers need to be available when they are looking.
Mistake 9: no samples route
New buyers often want samples before committing. If samples are available, explain how to request them, how long they take and whether there is a charge. A buyer who receives samples quickly is far more likely to place a first order.
Mistake 10: outdated pages
Old product ranges, discontinued parts and out-of-date contact names make a company look inactive. Reviewing the site regularly keeps it credible for new buyers.
Existing customers still matter
Keep the customer portal and account manager routes, but add a clear route for new buyers alongside them.
Fixing it
Add a start here page, explain your capabilities and industries, and let visitors ask questions at any hour. The guides to installing the widget and training your bot explain how.