Manufacturing website design for US buyers: 8.6% search CTR

A Turkish manufacturer designs and builds automatic wash systems for cars, trucks, buses and rail vehicles and sells them to operators in the United States, including as a turnkey wash handed over ready to trade. Its old website put every machine on one page and said little about any of them. We rebuilt its website for American buyers, with a spec page per machine, and did the search work underneath. Organic results on Google drew an 8.6% click-through rate in the weeks after launch, and the site ranks for 70% more US keywords than before.

At a glance.

The problem: high-value machines, a thin website.

Buyers of wash equipment read the spec sheet first. The old site had all the machines on a single Products page, a homepage title with no search terms, a meta description that was a raw text dump and no structured data. No analytics were installed, so nobody knew who visited. The company had moved towards heavy vehicles and rail, and the site still read as a car wash catalogue, with a translate widget standing in for proper English.

What changed.

• A spec page for every machine. Each rollover, the conveyor tunnel and the truck and bus wash has its own page with tables taken from the client’s published sheets. Where no published figure exists, the page says the system is specified per project.
• Three vehicle classes, each with its own page. Heavy vehicle, rail and car under /systems/, fed from one source so the pages, navigation, catalogue and structured data always agree.
• The turnkey offer with a worked example. The turnkey page uses a Florida wash the client built as its example, alongside distributor and franchise pages and downloadable reference documents.
• Enquiries that arrive sorted. Quote, distributor and franchise forms ask different questions, record the consent shown, screen spam and land in the sales dashboard.
• Written in US English for US buyers, on the client’s own photographs, with a Florida page for buyers looking for a tunnel car wash in the state.
• Articles twice a week, on the questions operators and fleet buyers ask, each published only after it passes checks on sources, links, editorial score and a matched photograph.

Results.

• 8.6% search click-through rate. Google Search Console, organic results, 13 August to 25 September 2026: 75 clicks from 875 impressions.
• Keywords up 70%. Semrush, US organic keywords: 10 in July 2026, the month before launch, to 17 on 20 October 2026.
• 7 enquiries from the website in September 2026, by our count for the client’s monthly report.
• 30 articles published since launch on 4 August 2026, counted on 21 October 2026.
• 6 machine spec pages in the machine sitemap: one per machine and the /systems/ catalogue that compares them.
• 95+ speed score on mobile and desktop in Lighthouse, measured 21 October 2026.

Who this is for.

Manufacturers and exporters selling considered equipment into a market that reads the spec sheet first. The same approach applies if:

• your products share one page and buyers cannot compare them
• your site is in English but was not written for the market you sell to
• you do not know how many enquiries the website brings in, or where they come from

The service is described on our manufacturing website design page. For US-facing sites we also run SEO for the US market, and Turkish exporters start at English and bilingual websites for Turkish companies.

Next step.

Book a call and send us your product range. We will tell you which pages your buyers are missing.