Who this case is for
If you sell factory equipment, repair industrial machinery, or do both, and you are wondering whether a website can really bring in factory customers, this case walks through the whole story: the day the client came to us, what we found, the plan we put together and the results we expect.
At the end there is a checklist you can use to compare against your own site right away, without hiring anyone.
We do not name the business, to protect the client’s privacy.
1. The owner asked us for a free website audit
It started when the owner of an industrial machinery sales and repair company contacted us, asking for a free audit of the company website and advice on what to do next.
The company has its head office in Cha-am, Phetchaburi, and a branch in Samut Sakhon. Its customer base is in Central and Western Thailand, and it takes jobs nationwide.
The business has three parts that work together:
- Sourcing and sales of pumps, motors, gearboxes, valves, conveyor belts and spare parts for factory purchasing teams
- Custom fabrication, especially stainless steel work, piping and stainless tanks
- On-site repair of motors, pumps and gearboxes
Its customers are mainly food factories, followed by pharmaceutical and chemical plants.
The company already had a website. What it wanted from us was a site that factories could find more easily and contact more often.
How we approached it
Before proposing anything, we gathered information from three sources.
- Thai-market keyword data from Ahrefs, to see what factories search for, how often, and how hard each term is to rank for
- The company’s existing website, checking its structure, content and technical setup
- The channels the company already uses to talk to customers. We read back through several years of posts to see what work the company really does, who its customers are and how it speaks
The third source is often overlooked, but for a B2B business it matters most. It is proof of real work that can go straight onto the website, with nothing made up.
2. What we found and what we proposed
Start with the question: who in the factory is searching?
A website in this industry has to speak to two groups who want different things.
| Maintenance team | Purchasing team | |
|---|---|---|
| Situation | A machine has broken down, the line has stopped | Planning a purchase, comparing suppliers |
| How they search | “ซ่อมมอเตอร์” (motor repair), “ซ่อมปั๊ม” (pump repair), “ใกล้ฉัน” (near me) | Equipment name, specs, brand |
| What they want to know first | Do you take urgent jobs? Do you come on site in my area? What is the fastest way to reach you? | Does it match the spec? Are you a genuine brand distributor? Do you have certificates? |
| How fast they decide | Very fast: they call the first supplier who can help | Slowly, after comparing several suppliers |
Most websites in this industry are written only for purchasing teams, as product catalogues. The maintenance team, who have an urgent problem, cannot find a page that answers them.
Keywords in this market
| Searcher group | Example keywords | Monthly searches |
|---|---|---|
| Buying equipment | ปั๊มน้ำ (water pump) · วาล์ว (valve) · บอลวาล์ว (ball valve) · มอเตอร์ไฟฟ้า (electric motor) | 15,000 · 12,000 · 8,200 · 4,600 |
| Looking for specialist equipment | แม่เหล็กแรงสูง (high-strength magnet) · เครื่องตรวจจับโลหะ (metal detector) · สายพานลำเลียง (conveyor belt) | 3,200 · 1,400 · 1,300 |
| Machine broken, needs a technician | ซ่อมปั๊มน้ำ (water pump repair) · ร้านซ่อมมอเตอร์ไฟฟ้า ใกล้ฉัน (electric motor repair shop near me) | 300 · 150 |
| Researching before deciding | “…คืออะไร” (what is…) · “…มีกี่ประเภท” (how many types of…) · “304 กับ 316 ต่างกันอย่างไร” (304 vs 316 difference) | Several hundred terms |
Thai-market keyword data from Ahrefs, July 2026
Almost every keyword in this industry has a difficulty of 0, and most sites on page one have a Domain Rating of only 0–29. That means few companies have put real effort into SEO yet. Whoever starts first has the advantage.
The “machine broken, needs a technician” group has far fewer searches than the product group, but do not judge by volume alone. These people are the most ready to hire, and one repair job often leads to spare-part sales and an ongoing maintenance contract. Broad terms like “ปั๊มน้ำ” (water pump), on the other hand, attract a mix of searchers, including people looking for a pump for their home.
An overview of the old site from Ahrefs
Before looking at each page in detail, we checked the overall picture of the old site in Ahrefs.
Search traffic peaked in April, then fell steadily until it was almost zero in September. Only 5 domains still linked to the site, out of 138 that had linked to it over time.
If your site’s chart looks like this, check these first
- Open Google Search Console and see whether all your pages are still indexed
- Check whether the site was changed, moved to a new host, given a new theme or new URLs around the time traffic started to drop
- Look under Manual actions and Security issues for any warnings from Google
- See which of the sites that used to link to you have dropped those links
What the audit found on the old site
The biggest opportunity: repair work had no pages of its own Repair work is what sets this company apart from an ordinary equipment shop, yet no page on the site was built to answer repair searches. Someone searching “ซ่อมมอเตอร์” (motor repair) had no way to find this company.
Basics that needed fixing
- The homepage had no main heading (H1) telling Google what the company does
- Leftover sections from the demo theme were still there and should be removed to make the site look tidy
- There was no English version, so the site was missing out on overseas buyers
What we proposed
1. Organise pages by what people search for, not by catalogue Build product pages around the categories people really search for, and give each repair service its own page: motor rewinding and overhaul, pump repair, gearbox repair, plate heat exchanger cleaning, on-site conveyor belt splicing, and magnetic strength testing. Each page clearly answers its own search terms.
2. Repair pages must answer every question before the customer calls A maintenance team with a broken machine has no time for long reading. They want these answers on one page:
- What faults or problems you repair, such as burnt-out motors, leaking pumps, noisy gearboxes
- What machine sizes or types you take on, with a clear power range or list of types
- The work process, from inspection and quotation to repair, testing and handover
- Which areas you cover on site, and whether you take urgent jobs
- The documents the customer receives, such as test reports or certificates
- Repair warranty terms
- Examples of real jobs you have done
- The fastest contact button: a phone or LINE button that works with one tap on mobile
3. Write from the work the company really does Factory buyers do not want to read advertising. They want to know whether the company has done the kind of job they need. So we used real jobs the company had posted as examples, such as:
- Magnetic strength testing of Magnetic Separators in food factories, with a Certificate of Calibration the factory uses for food safety audits. Customers hire the company for this every year
- Taking a metal detector on site to test it with the customer’s real product before they decide to buy
- Rewinding and overhauling large motors up to 250 kW, with on-site laser shaft alignment
Examples like these work many times better than words like “professional” or “one-stop service”, because the customer can see straight away that their job is within what the company can do.
For the technical content, such as why a three-phase motor burns out when it loses a phase, or why scale in a plate heat exchanger raises the electricity bill, we wrote from reliable engineering sources. Customers who are engineers will spot inaccurate information immediately.
4. Articles that answer pre-purchase questions Purchasing teams and factory engineers often research before they request a quote: what is a centrifugal pump, how to choose a chemical pump, what is the difference between 304 and 316 stainless steel. These articles make the company the first name they see before they have decided, and they link on to the relevant product or service pages.
5. A solid technical structure from day one A fast static site, one main heading per page, structured data (Schema) matched to each page type, including Organization, LocalBusiness, Service, Product, Article and FAQPage, images with Thai descriptions, and access for AI search crawlers.
6. A second site for repair work, in-depth articles and English Instead of tearing down the old site, the plan builds a second company website to take on the roles the main site does not cover. Clear rules keep the two sites from competing for the same keywords:
- All content is newly written, with no text copied from the main site
- Clear roles: the main site owns brand terms and the main buying terms; the second site focuses on repair work, articles and English
- The About page openly states that both sites belong to the same group, and they link to each other naturally
If your business is thinking of running several websites, these rules matter a lot. Sites with duplicate content that compete for the same keywords carry the same risks we describe in our article on website networks (in Thai). If you cannot follow these rules, improving your existing site is the safer path.
7. Build credibility outside the website List the company in Thai B2B business directories, join industry associations and trade shows that publish exhibitor lists, complete a Google Business Profile for every branch, and ask real customers for reviews.
What was delivered in phase one
The phase one plan called for 15 pages. We delivered 40.
| Group | Planned | Delivered |
|---|---|---|
| Core pages (Home / About / Contact) | 3 | 3 |
| Product categories | 5 | 13 |
| Repair services | 4 | 6 |
| Articles | 3 | 15 |
3. Expected results
This table shows the targets set in the plan. They are not results that have happened yet. At the time of writing, the site is not yet live on the real domain. We will come back and update this once we have Search Console data.
| Period | Main work | Target |
|---|---|---|
| Month 1 | Complete the site and launch content | Content ready before launch |
| Month 2 | Launch, submit to Search Console, set up Google Business Profile and directory listings | All pages indexed by Google within 2 weeks |
| Months 3–4 | Add articles, build links from industry sites | 15 keywords in the top 20 |
| Months 5–6 | Keep adding articles, write for industry media | Several keywords in the top 10, 2,000+ visitors per month |
| Months 7–12 | Update existing articles, add new job case studies | 20–40 customer enquiries per month, 5,000+ visitors per month |
Why these targets are realistic. Most keywords have a difficulty of 0, page-one competitors have a low Domain Rating, and the company has a repair business that most competitors have not built pages for.
What could slow things down. Adding content irregularly, having no real customer reviews, or building no links from industry sources at all. SEO in this field is won by consistency more than speed.
How to measure it. Do not look at rankings alone. Look at which pages bring in enquiries, by tracking phone taps, LINE taps and form submissions on each page. For a business like this, one customer from the motor repair page is worth more than hundreds of visitors who read and leave.
Checklist for machinery and factory equipment business owners
Open your website and answer each point.
Content
- Each service (repair, installation, calibration) has its own page, not a single line on the About page
- Service pages state which areas you cover on site and whether you take urgent jobs
- There are examples of real jobs, with the type of factory or machine size
- Every number on the site, such as customer count or years of experience, can be confirmed by your sales team
- If you use illustrations rather than photos of real work, you say they are illustrations
- There are articles answering the questions customers ask most often
Technical
- The homepage has a main heading that clearly says what the company does
- No demo text or sample pages from the theme are left over (try searching Google for
site:yourdomain) - On mobile, visitors can tap to call or open LINE immediately
- There is a Google Business Profile for every branch
If you cannot tick more than half, your site is probably still missing a fair number of customers.
Questions business owners in this field often ask us
How long does SEO take to show results? In a market where competitors are not yet doing much SEO, like this industry, rankings usually start to move in months 3–4, and regular enquiries from the website usually start after month 6. It depends on how consistently you add content.
Do I need a completely new website? Not always. If the existing structure still works, adding service pages, fixing the technical basics and adding articles can already show results. Rebuild when the old site is very slow, hard to edit, or its structure cannot support new pages.
Do I need two websites? No. Most businesses should start by making their main site good. A second site suits businesses with a clear role for it to take on, and who are ready to write all-new content.
What if the company has no photos of real work? Start taking them from the next job. Ask technicians to take before-and-after photos without showing the customer factory’s name or logo. In the meantime you can use illustrations, but say that they are illustrations.
We have planned websites and SEO for businesses in this field
If you sell or repair industrial machinery and want to know which customers your website is missing, start with a free website audit. We will tell you which pages to add first. Or see our SEO services and web development services.