Before sending a request for quotation (RFQ), overseas buyers check four things on your website: whether you can make it, the minimum order, how long delivery takes, and whether you hold the certifications their industry needs. If they can't find these on your English website, they may simply move on to the next factory rather than write to ask. The fix: one spec page per process or product, stating materials, tolerances, capacity, MOQ, lead time, sample process, export markets and certifications, plus an RFQ form with the right fields. Clear pages also give AI more to quote when it answers which Taiwanese factory can make something.
1. What buyers look for on an English website
Buyers are short on time and usually compare several factories at once. They open your site to decide quickly whether to send an RFQ. Company history, a message from the owner and a group photo of the plant may not get read; buyers are looking for concrete figures and conditions. If your home page only says high quality, professional team and customized service, every factory says the same, so buyers can't tell you apart, and neither can AI.
2. Nine things a spec page should state
| Item | What to state | Example of how to write it |
|---|---|---|
| Processes | Which machining or assembly you do | CNC milling and turning, die casting, injection molding, SMT |
| Materials | Materials you commonly use and accept | Aluminum 6061, stainless steel 304, ABS, PC |
| Tolerances and size range | Typical achievable precision and part sizes | State the typical range and how it's measured; discuss special requirements separately |
| Capacity | How much you can typically make per month | Include units and conditions, such as depending on part size |
| Minimum order quantity (MOQ) | Minimums for samples and production | State samples and production separately; if it's negotiable, say so |
| Lead time | How long samples and production take | State a typical range and what affects it |
| Sample process | Steps from receiving drawings to delivering samples | Drawings received → feasibility check → quote → sampling → customer approval |
| Export markets | Regions you've shipped to | Only regions you've actually shipped to, no client names |
| Certifications | Certifications the factory holds | Only ones you actually hold, with the scope as on the certificate |
Not all nine need a number. Where you can't commit or aren't sure yet, writing discussed case by case beats a number you can't meet. Buyers will check again once they have your quote, and an error up front costs you their trust later.
3. Write it as web text, not just a catalog
Many factories keep specs in a PDF catalog or images, with only a download button on the page. Buyers have to click once more, and AI and search engines may not read text inside images. A better approach is one page per process or product, whose first sentence says what you make and for whom, for example: we make aluminum CNC enclosures for industrial equipment brands, from samples to small batches. Keep the catalog as an extra download.
- One opening sentence per page: what you make, for which industries, and whether you take small orders
- Specs as a table on the page, not just an image
- English captions on part or product photos, naming the material and process
- An RFQ button at the bottom of every page, linking to the RFQ form
4. Ask the right questions on the RFQ form
Ask too little and sales has to email back and forth for details; ask too much and buyers won't bother. These fields usually work, with only the first four required:
- Company name, country, contact person and email
- Product or part description
- Estimated quantity (samples and production separately)
- Upload drawings, specifications or a BOM
- Material and surface finish requirements
- Target lead time
- Destination and trade terms (such as FOB or EXW)
Once the form is sent, the system can reply with a confirmation email and assign the RFQ to the salesperson for that product or region. The buyer knows you received it, and sales doesn't have to dig through the inbox.
5. Common wording problems
| Common wording | Write this instead |
|---|---|
| High quality, competitive price | Materials, tolerances and inspection methods buyers can verify |
| One-stop service | Which processes you do in-house and which you outsource |
| Many years of experience | The year you were founded and the main types of products you've made |
| Just one Contact us email address | An RFQ button on every page and a form that asks for quantities and drawings |
| Certificate images on the home page | Certification name, scope and expiry date in text, with the image as an attachment |
The short version
Your English website should answer, before buyers send an RFQ, whether you can make it, the minimum order, the lead time and which certifications you hold; clear spec pages are also what AI can quote.
Frequently asked questions
- Can we keep prices off the website?
- Yes. Factory quotes usually depend on drawings and quantities, so prices don't need to be on the site; but a clear MOQ, lead time and sample process tell buyers whether it's worth sending an RFQ.
- Can we show photos of clients' parts?
- Only with the client's consent. Without it, show samples you developed yourself, or photos that don't reveal the client's design, and leave out client names.
- Do we need a Japanese version?
- Only if your main buyers are in Japan. You can run the five-platform check on the Japan market first, then decide whether to build Japanese pages.
- How do we know whether the new website is working?
- Re-test whether AI mentions you, using the same buyer questions in the same market, and look at RFQs from your website form and inbox. Changes usually take a few weeks to show, and no change gets recorded as no change.