Factory and capacity page: machinery, minimum order, lead time.
A factory page should show the buyer five things: what is produced, how much can be produced, with which machines, at which minimum order and lead time, and how quality is measured. Every number is written with its unit, period and date. The facility photo should also be dated and of your own facility.
What should a factory page show the buyer?
The answers to the questions a buyer asks before putting a supplier on the list. In Gartner’s survey of 646 B2B buyers in fall 2025, 67% of buyers prefer a rep-free buying experience; so if the answer is not on the site, the question often is not even asked. Nielsen Norman Group’s 2006 observation points the same way: visitors first weigh a company by its website, and missing product information creates suspicion. The study is old, but its report on B2B websites, updated with 293 sites in three countries, also includes comparison tables, technical specifications and the buying committee.
- What you produce: product groups and the facility where they are produced
- How much: capacity, with its unit and period
- With what: the machinery, in a table
- On what terms: minimum order quantity and lead time range
- How you measure: quality control steps and a measurable quality commitment
The five sections of a factory page
- 01What you produce
- 02How much
- 03With what
- 04On what terms
- 05How you measure
Some of the same information can also be in a form machines read. Google’s documentation for Organization markup has no required properties; the documented properties include legal name, founding date, address and number of employees. The number shown on the page and the number in the markup should be the same.
How is capacity written?
With its unit, period and date. “High capacity” is not information; “this many tons of knitted fabric per month, 2026 average” is. Capacity can be two separate numbers, and the two should not be mixed up: installed capacity (the machines' theoretical upper limit) and actual output (what was really produced last year). The second is more meaningful for the buyer, because it includes shifts, maintenance and product mix.
If the number is inflated, the matter stops being a marketing problem. In business-to-business sales, a false or misleading statement about one’s own business counts as unfair competition under the Turkish Commercial Code; when the buyer’s auditor comes to the facility, they will be confronted with the capacity on the site. Instead of writing a number you are not sure of, give a range and say which product it applies to.
How is the machinery shown in a table?
As a table, not a photo gallery. A table answers the buyer’s question directly, can be compared, and can also be read by screen readers and AI crawlers. The table below shows which columns a machinery table should carry; the numbers come from your facility.
| Column | What to write | Why |
|---|---|---|
| Machine type | The name the sector uses (e.g. circular knitting, stenter, CNC vertical machining) | The buyer reads capability from the type |
| Quantity | Number of machines in working order | Spare and broken machines are not capacity |
| Technical range | A dimension that limits the product, such as gauge, width, diameter, tonnage | Does the buyer’s product fall within this range? |
| Capacity | With unit and period (e.g. tons/month, pieces/shift) | The buyer calculates the order’s duration themselves |
| Year | The machine’s year of manufacture or commissioning | Technology age and the maintenance question |
| Facility | If there are several facilities, which one it is in | Certificate scope is tied to the facility |
The last column matters: certificates are often issued per facility. If the facility of each machine is written, the buyer can match for themselves whether the product will be made in a certified facility. What a certificate’s scope is is explained in the certificate scope entry.
Why should minimum order quantity and lead time range be written?
Because they are the buyer’s first screening questions. In Nielsen Norman Group’s B2B usability study, users rated price as the most important of 28 types of information; hiding the price was seen as the most hostile practice, and locking information behind a registration form turned users away. In manufacturing, price often depends on the order and cannot be written on the site; but minimum order quantity and lead time range are the writable information closest to price.
Write both as a range with conditions: minimum quantity by product group, separate lead times for standard products and custom production, sampling time separately. You do not have to write a single exact number; a sentence such as “in this product group this range, depending on the number of colors and patterns” is enough for the buyer’s screening decision.
How are quality control steps described?
Step by step, with what is measured at each step: incoming raw material inspection, in-process inspection, final inspection, a laboratory if needed. Writing “this measurement, by this method, in every batch” instead of “strict quality control” produces information the buyer can pass on to their own quality team.
Two examples of a measurable quality commitment can be seen on websites. Fersan Tekstil’s home page gives the color difference for shipment as ΔE ≤ 1.0 (CIEDE2000) and for lab-dip approval as ΔE CMC(2:1) < 1.0, and says that the dye recipe is locked at approval. Karcem’s home page gives the color tolerance as ΔE*ab ≤ 1 and states that every batch is verified in an accredited laboratory. In both, the commitment consists of a number, a method and a verification route. How a laboratory report is shown on the site is covered in the accredited test report guide.
What should the facility photo be like?
Dated and from your own facility. The guide Google published for generative AI features recommends original, first-hand content; a facility photo is the clearest example of this. A stock photo or an AI-generated factory image gives the buyer no information about your facility, and may give wrong information. When a disclosure is required is in the AI-generated image disclosure guide, and why using another company’s facility photo is a problem is in the corporate website mistakes guide.
Write the month and year it was taken under the photo, and what it shows in its alt text: something like “Knitting hall, November 2026”. The row in the machinery table and the photo should show the same facility.
How are the numbers kept current?
A date for every number, a review schedule for every page. Separating actual from planned is also part of being current: Fersan’s climate roadmap page gives the facility’s emissions separately as the 2023 base year, 2025 actual and 2028 target, and states clearly which years are actual and which are planned. The same distinction applies to capacity and machinery: last year’s actual output and the machines coming online this year stand on separate rows.
- At least once a year: capacity, machinery and number of employees
- On the day they change: minimum order, lead time, certificate status
- With every change: the page’s update date and the value in the markup
How to test it: next to every number on your factory page, ask “which period does this number belong to?”. If the answer is not written on the page, the number is half information for the buyer.
Let’s put your factory page side by side with the buyer’s supplier questionnaire, and write down which numbers are missing and which are undated.
For a site that shows your certificates as a record buyers can verify, B2B website builds and measures the certificate page, the product scope and the path to a quote together.
FREQUENTLY ASKED QUESTIONS
Can I leave out capacity so competitors don’t see it?
You can, but then the buyer cannot see it either and screens without information. Writing a range and a period instead of an exact number gives the buyer the information to decide without giving a competitor the details.
Should I show the machinery with photos or with a table?
With a table first, then with photos. A table can be compared and read by every reader; the photo stands next to it as dated evidence showing the facility in the table.
Will writing the minimum order quantity scare off small buyers?
If it does, it screens out buyers who would not suit you anyway and saves both sides' time. Write where you are flexible too: a different quantity for samples, trial batches or stock products, for example.