Making a Fabrication Shop's Capacity Visible to European Buyers
A sheet metal fabrication and welding shop serving Indian equipment manufacturers, with spare capacity and export ambitions but no track record or presence with European sourcing teams. The client's name and logo are published only with written permission — until then, this case is kept descriptive rather than named.
- Industry
- Engineering & Sheet Metal Fabrication
- Target Market
- Western Europe
- Services Used
- Buyer Development
- 8 European sourcing enquiries in the first five months
- 3 trial orders converted from cold inbound enquiries
- 50% increase in average time spent on the capability page
The Challenge
European sourcing teams could not verify capacity, equipment list, or welding certifications without a direct call — a hard sell with zero prior relationship. No case examples or capability proof points published anywhere to build credibility with a cold audience. Site content described the business generically rather than by the fabrication processes and material thicknesses buyers actually search for.
Our Approach
Published a detailed equipment and capability page: machine list, material thickness ranges, welding certifications, and finishing capabilities. Added anonymized capability examples illustrating typical part complexity and turnaround without disclosing client-confidential details. Rewrote core pages around process- and material-specific search terms (e.g. laser cutting thickness range, TIG welding certification) used by European buyers. Introduced a capacity-availability indicator on the site so prospective buyers could gauge lead times before making contact.
The Outcome
Publishing the equipment list, certifications, and capacity indicator gave cold European sourcing teams enough to self-qualify before ever picking up the phone — turning a site with zero credibility signals into a source of qualified inbound enquiries and converted trial orders within five months.
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