Selling a foundry to an engineer

A sourcing company sells trust, and trust is the hardest thing to put on a web page. A buyer in the English Midlands has to believe that a foundry two thousand miles away will hold tolerance, pass inspection and arrive on the promised date. Nothing about a website proves that. What a website can do is fail to prove it, which is what most supplier sites manage: stock photography, the word "quality" six times, and no number an engineer could check.

The audience made it harder. A procurement manager, a design engineer and a quality auditor arrive at the same site wanting three different things, and they are impatient with each other's language.

Lead with the specifics, not the adjectives. Material grades, casting processes, machining operations, unit weight limits and lead times sit on the surface of the site rather than behind a contact form — because those are the facts a technical buyer uses to decide whether to keep reading.

Then organise by sector rather than by service. A valve manufacturer does not think "I need resin-bonded sand casting"; they think "I make valves". The site meets them at the word they already use and takes them to the processes from there.

Brand and identity. A mark and a visual language for a company that was three months old, applied across the site, documents and social output so a two-year-old supplier reads as a settled one.

Website. Three capability routes — casting, manufacturing, engineering — crossed with six industry routes: energy, mining and cement, valves and pumps, railway, marine and offshore, machinery and iron-steel. Every visitor has a door with their own word on it.

Content structure and copy. Process pages that name what is actually offered: resin-bonded sand, green sand, gravity and high-pressure die casting; grey iron, ductile iron, steel and non-ferrous; turning, milling, grinding, drilling; heat treatment, assembly, paint and coating. Written so the specification is legible in one pass.

Social content. Templates and ongoing design for the company's accounts, drawn from the same identity, so the LinkedIn post and the capability page look like the same company.

The site is live and is the company's primary sales surface in the UK and Europe. Enquiry volumes and conversion belong to the client; we are not going to publish a number we cannot source.

The judgement we would defend is a structural one: a supplier site that names grades, processes and tonnage is doing the qualifying work before the first call, so the calls that happen are with buyers who already know the capability fits.

We also hold the other end of this group: the Konya foundry itself, at Yılkar Döküm. Two audiences, two sites, nothing on either that the other would have to walk back.