Most metal company websites have the same five pages: Home, About, Products, Gallery, Contact. Buyers visit, see nothing specific and leave. A website that wins enquiries is structured around what buyers actually need to decide. Here are the 12 pages every metal company website should have — and what to put on each.
1. Home page
Your home page must answer three questions within five seconds:
- What do you make or supply?
- For which industries and markets?
- Why should a buyer trust you?
Include a clear headline (for example, "Stainless steel pipes, fittings and flanges — manufactured in India, exported to 30+ countries"), key product categories, certifications, a strong call to action and quick links to RFQ and WhatsApp.
2. Product category pages
One page per category: pipes, butt weld fittings, forged fittings, flanges, fasteners, plates and so on. Each should summarise sizes, standards, grades and applications, and link to detailed product pages.
3. Individual product pages
This is where buyers — and Google — spend their time. Each product page should include:
- specification table (standard, sizes, schedules/classes, grades),
- dimensional and weight charts,
- applications and industries,
- testing and certification,
- packing and delivery information,
- FAQs and an enquiry button.
Our product page SEO template shows exactly how to structure them.
4. Material grade pages
Buyers search by grade: "ASTM A182 F316L flanges", "duplex 2205 pipes", "Inconel 625 fittings". Separate grade pages capture these searches and show technical depth. Include chemistry and mechanical property tables, equivalent grades and applications. See ASTM A182 grades explained as an example of the content buyers look for.
5. About us
Tell your story with facts: year founded, plant size, production capacity, team, key machinery and export markets. Add real photos — no stock images. Include leadership names and faces; people buy from people.
6. Infrastructure and manufacturing
Show your plant, machines, testing lab and warehouse. List equipment with capacity: forging presses, CNC machines, heat treatment furnaces, PMI analysers, hydro test benches. Photos and short videos are powerful here.
7. Quality and certifications
Display ISO certificates, PED or other approvals, third-party inspection agencies you work with and sample test certificates. Explain your quality process step by step — from raw material inspection to final dispatch. Downloadable PDFs build trust. See trust signals every manufacturer website needs.
8. Industries served
Create a page for each major industry: oil and gas, petrochemical, power, water treatment, pharma, food processing, shipbuilding. Explain which products and grades suit each and mention past projects. Buyers searching "flanges for desalination plants" will find you.
9. Export markets / global presence
List the countries you export to, with flags or a map. Mention documentation, Incoterms you support and ports you ship from. Country pages (for example, "Pipe fittings supplier in UAE") can rank well — if they contain genuine, useful information rather than copied text.
10. Technical resources
Charts and guides attract searches every day: pipe schedule charts, weight charts, flange dimension tables, grade comparisons. Engineers bookmark these pages and return to them. You can also link to free tools such as MetalMitra's pipe weight calculator and pipe schedule chart.
11. Blog / insights
A regular blog answers buyer questions, builds authority and brings new search traffic. Start with a simple plan — see content marketing for steel companies: a 90-day blog plan.
12. RFQ / contact page
Make contacting you effortless:
- a short RFQ form with file upload for drawings and BOQs,
- direct email, phone and WhatsApp,
- office and factory addresses with maps,
- business hours and time zone,
- a promise of response time ("We reply within 24 hours").
Read how to build a website RFQ form that converts.
Bonus pages that help
- Catalogue download (PDF) — see digital catalogues.
- Case studies of real orders and projects.
- Careers — shows a growing, real company.
- Privacy policy and terms — required for trust and for some advertising platforms.
Linking pages together
Internal links help visitors and Google move through your site. Link products to grades, grades to industries, industries to case studies and everything to your RFQ page. A well-linked site ranks better and converts better.
Frequently asked questions
How many pages should a manufacturer website have?
There is no fixed number, but a serious metal company site often has 30 to 100+ pages once products, grades and industries are covered.
Should I list prices on my website?
Most B2B metal companies do not, because prices change with raw materials. Instead, make it easy to request a quotation.
Are country pages good for SEO?
Yes, if each page has unique, useful content about that market. Copy-paste country pages can harm rankings.
Do I need a blog?
A blog is one of the best ways to bring in new search traffic and show expertise. Even two posts a month makes a difference.
Key takeaways
- Build your site around products, grades, industries and trust.
- Detailed product and grade pages win search traffic and enquiries.
- Show real infrastructure, certifications and export experience.
- Make RFQs easy with forms, WhatsApp and quick response promises.
Planning a new site? Read manufacturer website cost in India first. Need a website built this way from day one? MetalMitra designs websites for metal businesses with every one of these pages included.
