Overseas buyers stay briefly. They open the domain on a phone or laptop. A Chinese slogan, an autoplay film, or unreadable products and they close and go next. The homepage is not “welcome to the group.” It is a scannable spec cover.
Do not dump every product into a homepage carousel. Buyers want category doors. Series names should be search terms, not internal codes. Units follow export habit. Certificate names use the standard number. Same logic as Why Exporters Need a Standalone Website Even More.
Repeat the inquiry button. Footer-only is not enough. Time zones mean chat cannot cover every visitor. Keep fields short. Notify sales@your-domain. Path logic: visitor to inquiry. Language strategy: whether you need bilingual pages.
No intercepting popups. Overseas blockers and mobile networks turn them into blanks. Speed is content: uncompressed heroes on 4G hit Close first. Server location: domain and hosting.
On homepage copy, put the three questions sales hears most: factory or trader, MOQ, can you sample. More useful than any brand story.
Replace welcome with facts a buyer can scan
Many export homepages still say Welcome to our company. That decides nothing. A better first screen is one positioning sentence: what you make, who you sell to, key certs, lead time or capacity as a range — not a fake digit. Then clickable families. File names and alt use English product words, not IMG_001.
Social proof should be restrained. Random US/EU flags and “100 countries served” look like a template. Prefer two public applications or a plant photo with the factory name. Buyers cross-check Google Images and the company name. Certificates as PDFs, not retouched posters. Pull expired certs. The success page should say you reply by email in business hours, so they stop chasing chat.
Homepage English should be reviewed by someone who has exported, not only domestic marketing. Machine translation mangles lead time and warranty. Hard to explain once live. Strategy: whether you need bilingual pages. Manufacturer product model: How Manufacturers Should Structure Website Navigation. To recast the homepage by line, send the current site and main models to the corporate website service page.
Also keep this in mind
Cases: skip Our clients include Fortune 500. Write one checkable use: a class of equipment in a climate and duty. Peers can ask around. That beats flags. If price cannot go online, say send specs and qty for a quote, and pass the product name on the form.
One primary action on the first screen: Inquire Now. Secondary can be Download Catalog. More than two primaries and mobile hits none. Contrast must be enough. No light gray on light gray.
No autoplay with sound. Overseas buyers open at a desk. Sudden audio closes the tab. Mute by default or click to play.
Put the registered name and the brand in the footer so invoice letterhead is not a guess. Factory address as navigable text, not only a gate photo with no number.