Symptoms you may be seeing
- Enquiries arrive without a quantity, a drawing or a site, and take three calls to quote.The website gives buyers no proper way to ask for a price, so they send whatever they can.
- Most new enquiries come through B2B portals, where you are one of many quotes.Your own website does not win the buyer directly, so you pay to be compared on price.
The moment it matters
A purchase manager has three suppliers open in three browser tabs late in the evening. He wants prices from all three by the morning.
What the buyer sees
A Contact page with a map, an address, two phone numbers, an info@ email address and a form that asks for name, email and message.
Nothing tells him which details to send, who will read it, or how soon anyone will reply.
What it costs you
The supplier who makes the request easiest often gets it first. A phone number does not help at 9 pm, and a blank message box leaves the buyer to work out what to say.
Enquiries that come in without a quantity, a site location or a drawing need two or three rounds of questions before anyone can quote, and some buyers do not wait.
What the buyer is asking at this point
"How do I get a price quickly?"
He is checkingWhether you make it easy, or make him compose an email.
A good answer"Get a quote" on every page: a short form asking product, quantity, delivery location and a drawing, with call and WhatsApp beside it.
"Roughly what will this cost?"
He is checkingWhether you are in his budget before he invests time.
A good answerA cost guide with a worked example on your own pricing basis, for the products where a range can honestly be given.
"Who do I talk to in sales?"
He is checkingWhether there is a person, or only info@.
A good answerA named contact or designation for enquiries, with direct phone and WhatsApp.
"Who do I call if something goes wrong?"
He is checkingWhether anyone will answer after the invoice is paid.
A good answerA service or support contact, separate from sales, with hours and a phone number.
All 62 questions industrial buyers ask, with good answers →
Check your own website in two minutes
- From one of your product pages, count the taps it takes to ask for a price.
- Look at what your form asks. Does it ask for the product, quantity, delivery location and a drawing?
- Send yourself a test enquiry now, from your phone. Note who receives it and how long a reply takes.
What good looks like
- "Get a quote" on every page, and in a bar at the foot of every phone screen with Call and WhatsApp.
- One short form asking only what a sales engineer needs: product (filled in when the buyer comes from a product page), quantity, delivery location, a drawing, name and phone.
- A named person or team for enquiries, and an acknowledgement sent to the buyer at once.
How this gets put right
This problem rarely comes alone. It usually shares a cause with others on this list: a website written once, years ago, without the facts the plant and the sales team hold. Patching one page at a time seldom changes what a buyer concludes.
The AI Search Visibility Blueprint shows how far your own site has this and every related problem, how Google and the AI assistants read it today, and what to correct in what order. A Website Transformation rebuilds the site from your own documents so the whole set is put right together, and measures what moves each month.
Written by Arun Agrawal, founder of EbizIndia and author of Before the Buyer Calls, a free guide to what industrial buyers check on a supplier's website.