If you’ve ever tried to navigate an industrial manufacturer’s website, you’ve likely run into issues—slow load times, missing product details, and clunky navigation. It’s a common frustration among B2B buyers, especially those in technical fields like engineering, procurement, and industrial automation.
A recent Reddit discussion in the r/PLC community highlights these pain points firsthand. Users shared their struggles with manufacturers’ websites, pointing out common problems such as hidden pricing, outdated product documentation, and poor search functionality.
Why Are Industrial Websites So Bad?
Many B2B companies have neglected their websites for years, prioritizing traditional sales channels instead. But in today’s digital-first world, a bad website experience can drive potential buyers straight to competitors. Here are the key issues industrial B2B websites face:
- Poor Usability & Navigation – Websites are often built with internal company structure in mind rather than the buyer’s journey.
- Hidden Pricing – Many manufacturers force users to “Request a Quote” rather than displaying prices upfront, which frustrates buyers who want quick comparisons.
- Lack of Technical Information – Missing datasheets, incomplete specifications, and inconsistent documentation make it hard for engineers and buyers to evaluate products.
- Slow & Outdated Interfaces – Many sites haven’t been updated in years, resulting in slow load times and broken links.
- Ineffective Search Functionality – Internal search tools often return irrelevant results or fail to surface the right product pages.
- Forced Account Sign-Ups – Requiring users to create an account just to access product manuals or pricing adds unnecessary friction.
The Impact on the B2B Buyer Journey
Studies show that B2B buyers today conduct most of their research online before ever reaching out to a sales rep. According to Gartner, 83% of a B2B buyer’s journey happens before they engage with sales. If your website fails to provide the information they need, they’ll move on to a competitor who does.
Harvard Business Review also reports that B2B buying has become more complex than ever, with an average of 6-10 decision-makers involved in purchases. If your website doesn’t make information easily accessible, you risk losing potential deals simply because your buyers get frustrated and give up.
How to Improve the B2B Buying Experience
If you’re an industrial marketer or website manager, here are some key improvements that can enhance the buyer experience:
- Make Navigation Buyer-Centric – Structure your site based on how customers search for solutions, not just internal product categories.
- Be Transparent with Pricing – Even if you can’t provide exact pricing, give ballpark figures or pricing tiers to help buyers compare options.
- Offer Complete Product Documentation – Ensure all technical specs, CAD drawings, and manuals are easily accessible without requiring sign-ups.
- Improve Site Speed & UX – Optimize your site’s performance to reduce load times and modernize the design for better usability.
- Enhance Search & Filtering – Implement a robust search function that allows users to quickly find relevant products and resources.
- Simplify the Inquiry Process – Reduce the friction in requesting a quote or contacting sales by minimizing form fields and making CTAs clear.
Final Thoughts
A great industrial B2B website isn’t just a digital brochure—it’s a crucial sales and marketing tool. By fixing common pain points, you can make it easier for buyers to research, compare, and ultimately purchase your products.
Have you experienced frustration with industrial B2B websites? Would you like to improve your website? Contact me.
