We look at your site.
You tell us what you’re trying to accomplish. We tell you whether it needs an update, a rebuild or nothing at all.
Buyer-Ready Website
Your Website Should Do What Your Plant Tour Does.
When a buyer walks your floor, they leave knowing what you can do. When they look you up online, most of that is missing. We fix that with an update to the site you have, or a rebuild when it needs one, for a fixed price.
See if you really need an update
If your site doesn’t need the work, we’ll tell you.
If I Walked Through Your Plant Tomorrow, What Would You Show Me?
You’d introduce me to people who have been with you for 20 years. You’d take me into engineering and tell me about a hard problem your team solved for a customer.
On the floor you’d show me the equipment, but you wouldn’t stop there. You’d tell me what you can do with it: the materials, the tolerances, the turnaround times and the difficult jobs you’re particularly good at.
By the end of the tour, I’d know what makes your company different.
Now go look at your website.
Does someone who has never set foot in your building come away with anything close to that? For most of the shops I look at, the answer is no. There’s a capabilities list, an equipment page and an About Us page. It’s a brochure.
No plant to tour? Same idea. Think about what your best salesperson explains to a new customer in the first meeting. That is what belongs on your website.
They Look You Up Before They Call.
74%
of technical buyers use supplier websites when they research — second only to trade publications.
62%
of the technical buyer’s journey happens online — before they ever contact a vendor.
Source: GlobalSpec, 2026 State of Marketing to Engineers (opens in a new tab)
This is true even when somebody refers you. The referral gets you looked up. What the buyer finds on your website decides whether they call.
An Update or a Rebuild, Depending on What Your Site Needs.
A Buyer-Ready Website is a fixed-price project. We interview your people, rewrite the pages that matter, and build the result. Sometimes that means updating the site you have, and sometimes it means rebuilding it.
We look at your site first and tell you which it needs. Either way, what is usually missing is everything you’d say on the tour.
When we’re done, a buyer who looks you up can see who you serve, what you can do, proof that you’ve done it, and who they’d be working with.
The Eight Stops on the Tour
On a plant tour, a buyer picks up eight things without you having to plan it. We check your website for the same eight. This is the list we use, and you can run it on your own site right now.
The welcome.
In the first few seconds, can a stranger tell who you serve, what you make and what to do next?
Their problem, not your history.
Does the page talk about what the buyer is trying to get done, and what it costs them when a supplier lets them down?
What you can do.
Materials, tolerances as numbers, sizes, lead times, and the work you don’t take. Not only the equipment list.
The jobs you’d point to.
Real examples: the problem, what you did and how it turned out. Photos of your own floor and parts. A certificate they can open.
The people they’d meet.
Names, faces and experience of the people behind the work.
An easy way to ask.
A quote request they can reach from any page, that says who answers, how fast, what to send and what drives the price.
The questions they’d ask on the way around.
The ones your sales and estimating people answer every week, answered on the site.
A site that works.
On a phone, quickly, with nothing in the way.
If your site already does all eight, you don’t need this project, and we’ll tell you so.
See if you really need an updateWhat Every Project Includes
A kickoff interview.
We sit down with your owner, sales, engineering and estimating people and pull out what they know and what customers ask them.
A homepage about your buyer.
Rewritten so the first screen says who you serve and what you do.
Capabilities pages.
Written around what you can do: materials, tolerances, sizes and applications. Not just the equipment you own. We include what you don’t do, too.
Case studies.
Built from your projects, with your help. Named or anonymized.
An About page with real people on it.
Rewritten, with bios for the people behind the work.
A resource center.
A blog or resource section set up on your site, and a walkthrough of how to add to it yourself where your platform makes that practical.
The build.
We update your existing site, or rebuild it when the current one can’t carry the work.
Your sign-off.
You review and approve all copy before it goes live.
What’s Not Included
- Photography and video. Your site should have both. Producing them is not part of this price.
- Hosting, your domain and platform licenses.
- Ongoing content after launch. That is our monthly program.
What It Costs
$4,500 to $15,000
depending on what your site needs.
At the lower end, we update the website you have: the message, the pages that matter and the proof.
At the upper end, we rebuild it. $15,000 includes a full website rebuild.
You get a fixed price before we start.
What Moves the Price
- How many capability pages you need.
- How many case studies we build.
- Whether your current site can be updated or needs to be rebuilt.
A Project on Its Own, or the First Step.
If your customers are mostly local, this project may be all you need. Your website does its job when a buyer looks you up, and you’re done.
If you compete nationally or internationally, being ready is not the same as being found. Getting found in Google and AI search takes sustained research and publishing. That is the Authority Growth Program™, our monthly program.
For a lot of companies, this project is where that program starts. A website has to be sound before more content is worth adding to it.
How It Works
We interview your people.
One kickoff conversation to get what they know out of their heads.
We write. You approve.
Nothing goes on your site until you’ve signed off on it.
We build it.
On your existing site where that works, or as a rebuild where it doesn’t. Then we show you how to keep adding to it.
We Know Your Market Because We Came From It.
Bob Engelhart ran PB Exchange, a telecom remanufacturing company, for 23 years before he started Cobalt. We work only with manufacturers and industrial companies. You won’t have to teach us your business before we can write about it.
Not Sure Your Site Needs This?
Ask us. Send your web address and we’ll take a look. If your site is doing its job, we’ll tell you that. We’re not going to tell you that you need an overhaul if you don’t.