A B2B export website: from product catalogue to qualified enquiry
An export website is more than an English navigation menu. Buyers need to understand whether the product fits, what the company supplies and how to contact the right person. The website can organise information that your sales team otherwise prepares repeatedly for each new conversation.
Support the buyer’s initial evaluation
Explain product families, applications and production capabilities as distinct subjects. Visitors may not know the company beforehand. Use technical terminology accurately while making the product’s purpose understandable.
Start with an important product group. Ask the sales team for five questions regularly raised during first conversations, then locate their answers on the page. Missing answers become content priorities. Avoid treating the website as a digital copy of the company’s organisational chart.
Make the catalogue a usable information system
Present specifications in comparable fields. Clarify units, model identifiers, document versions and application limits. A PDF catalogue can support a discussion while essential product information remains available directly on the page.
Give documents an update owner so old and new versions are not confused. If an application question belongs to a specialist team, define how it reaches them. A large collection of downloads does not automatically create a useful catalogue experience.
Build credibility with verifiable details
Use accurate company information, real production imagery, projects you have permission to share and valid documentation. Do not imply broader certification, delivery capacity or project involvement than the evidence supports. Explain the actual scope of a reference project.
Addressing an overseas market should not imply that you have an office there. State where you provide services and which languages the team can use. Specific, verifiable details give a buyer a better basis for evaluation than general claims of scale.
Handle incomplete translations transparently
Google documents hreflang for identifying actual language equivalents. If an English article is not yet translated, state its language rather than marking it as a completed translation. Where navigation and article languages differ, make that distinction clear in both the interface and page structure.
Prioritise product families, contact steps and frequently used documents in the translation plan. Ask sales or technical colleagues to check terminology. Assign an accuracy owner for each language before expanding the number of versions.
Prepare enquiries for a technical conversation
A product or application, target market and short description can help begin a useful discussion. Rather than demanding every technical drawing immediately, explain which documents will be needed later. If file submission is offered, its handling and access responsibilities need explicit design.
Two Way Medya can plan the multilingual catalogue, technical content and enquiry path together. Evaluate success through the clarity of requests reaching your sales team as well as the number of international visits.
Frequently asked questions
How many languages should an export website offer?
Prioritise actual markets and your ability to maintain accurate content. The number of languages alone does not establish commercial reach.
Is a PDF catalogue enough?
It can support a discussion, but essential product information should also be assessed for discoverability and readability on mobile pages.