Website Design Tips

Industrial Website Design Tips For CNC Machine Shops

Last updated on November 27th, 2023 at 11:25 am

What if we told you that your CNC machine shop could nearly double its number of visitors and start generating valuable RFQs? While an average CNC machine shop has a website, it’s usually flawed and has some crucial deficiencies preventing it from performing up to its best.

Also, many machining and fabrication business owners have a hard time understanding the importance of a website because no one explained to them how everything works. Even though word of mouth is still the cheapest and most effective form of marketing, you need to reach that level where people will recognize your brand and be ready to recommend your services.

Web traffic is the easiest way to do that. We will show you how to start generating leads and what techniques to use to revive your website.

Start with simple and clean navigation

Millennials make up more than 35% of the U.S. labor force, and this is the largest generation that works. That’s why CNC machining companies and industries need to have responsive websites that can fully engage the targeted audience, engineers, and of course, buyers.

Therefore, when designing a website, you need to ensure that it’s informative and easy to navigate; otherwise, people will leave your page and look for a more convenient solution. Keep in mind that 30 seconds is a mark.

You need to keep customers at the center of your business strategies now more than ever, especially after the COVID-19 outbreak. Add traditional methods of communication, like phone and email, and post your company updates on your website.

This way, you are informing customers that you are keeping your company’s common areas clean and customers safe. Remember that transparency is the key to maintaining and gaining new customers.

Focus on quality images

It is important to have clear, quality images and videos, of course. Numerous studies have proven that customers engage better with videos and are more likely to buy a product after seeing a video.

If you own a CNC shop, then make sure to upload regular videos on your page so that the audience can see how everything works and what type of functions your machines and parts can perform. Nowadays, virtual tours assist industrial companies in closing sales, even in areas where travel restrictions are still in place.

Therefore, image and video quality is an important part of web design.

Equipment and facilities

A section on your website dedicated to facilities and equipment will help you demonstrate to potential customers the high-quality equipment, machinery, and cutting-edge shop you have on hand to satisfy their demands.

Details like these can determine whether an industrial buyer chooses to work with you as a supplier or not since more buyers first research a business and then consider forging a partnership. Therefore, you need to offer your customers high-quality images and detailed information about products or pieces of machinery.

Showcasing these details offers a potential customer a prospect that you are a reputable manufacturer and design or sell premium products.

Unique homepage call to action or CTA

Many components contribute to an effective website strategy, particularly if you want to generate more leads. For your website or a milling machine shop to become a lead generation machine, it must have amazing content, SEO, design, and eventually paid campaigns.

Speaking of content, it requires a unique call-to-action as well. This crucial aspect can make or break your chances of website visitors into email subscribers or RFQs. CTA can be a text, image, or button that leads directly to your landing page so potential customers can contact you.

Enable email subscription

Include lead generation components on your web page, like a hyperlinked phone number or social media icons with contrasting colors, or a CTA for more email subscribers.

If you are looking for efficient ways to enlarge your email list, then there is no better way than an eye-catching subscription form on your website. You could install a full-width banner that lets your visitors know what they are exactly signing up for.

Email allows you to notify your subscribers about new products and services.

Customer stories and work examples

Testimonials, case studies, customer stories, and other work related to your company can significantly impact potential customers. Many studies have confirmed that powerful emotional appeal can drive up to three times more word-of-mouth referrals.

If you publish customer stories on your website, they provide a point of view or share a similar need to what your audience is expecting to see.

This dedicated part of your website helps buyers better understand your industry and ensure they have more information about your service and the products on your webshop.


Simply put, your CNC machine shop should generate leads for you. And, if you don’t see the results, our short guide is there to help with traffic and lead generation.

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