Marketing for component makers and metal fabricators
When the buyer cannot tell two workshops apart, they decide on price. The way out is not a better quote, it is being found for the process, the material and the tolerance that only a few workshops in the country can actually hold.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The RFQ arrives already framed as a price comparison.
Capability lives in the heads of the shop floor and in nothing anybody can read.
Volume depends on two or three customers and nobody is prospecting the fourth.
The certifications that took years to get are a logo in the footer instead of an argument.
Sell capability, not a price per kilo.
A component workshop competes on things a price list cannot show: what it can machine, to what tolerance, in what material, in what batch size and with what paperwork attached. All of that is searchable and almost none of it is written down. The work here is to turn the machine park, the certifications and the quality process into pages that get found for the exact process a buyer needs — and to make the RFQ arrive already qualified.
How it runs
A page per process and material
Five-axis, deep drawing, welding of a given alloy, heat treatment. The search is written as a process, so the page has to be too.
The machine park, published
Working envelopes, tolerances, batch sizes and lead times. It filters out the RFQ you cannot serve and wins the one you can.
Certifications as an argument
What each one means for the buyer’s risk, not a row of badges in the footer.
A quote form that asks the right things
Drawing, material, quantity, tolerance. A qualified RFQ is worth more than ten fishing for a price.
Every service
Content & SEO
Rank where the RFQ gets written.
Newsletter & CRM
The quote you sent and nobody chased.
Social
RFQs from social. Never likes.
PR & Media
Get quoted in the media your buyer already reads.
Branded & Cases
The install that already works, documented so it sells the next one.
Strategy & Data
Cost per signed order. The only number the board looks at.
Questions
Will publishing our machine park help the competition?
Your competitor already knows what a workshop your size can hold. Your buyer does not, and that is the only asymmetry worth closing.
Should we publish prices?
Not per part. Publish batch sizes, lead times and capability, which is what filters the enquiry. Price is settled on the drawing.
We only work for two big customers. Is this urgent?
That is a concentration risk, and it takes 6 to 12 months to fix because the cycle takes that long. The work starts before the third customer becomes necessary.
Our sector is very local. Does search matter?
It matters more. A local search with real intent is worth more than national traffic, and the Google Business profile plus process pages is what wins it.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.