B2B Websites.

The reader is a buying committee

On a B2B site the decision is not one person’s: the engineer, the buyer and the executive come to the same page with different questions. Design is therefore not a matter of impression but a problem of order — the answer to each reader’s question is found in its own place, without searching. The “two readers” principle of this site’s approach holds here too: the human reader is not one person but a committee, and the machine reader recognises the product from structured data.

Technical data sheets on the page, not in a PDF

Information buried in a PDF can be downloaded by a person, but for a machine it is cut off from its context: it does not live in the page’s address, its schema or its internal links. Once product information is built as a page, the same sentence can appear as a source both in a search result and in an answer engine’s reply. The PDF does not disappear; it becomes an attachment, not the evidence itself.

A certificate is evidence, not a badge

A logo wall does not create trust; verifiable information does: the name of the document, the issuing body and the validity date. This site’s own rule is the same — no invented metrics, no fake client logos, no imaginary references. A live example of the evidence layer is in the Karcem case.

Speed is an export matter

A buyer in a distant market looks at the site from another continent and over another network. A static build and JavaScript with a budget are therefore access decisions, not aesthetic ones; measurement is delivered together with the handover. Field measurements from three live projects are in this page’s schemas and in the web performance guide.

Manufacturer websites

A manufacturer’s website is not a shop window but the first document of a supplier evaluation. The buying committee looks for concrete information, not aesthetics: production capacity, product family, technical specification, certification and delivery terms. That is why product information is not buried in a PDF but built as pages — so that the buyer, a search engine and an answer engine can all read it. The engineering side of the catalogue starts with the static site or CMS question.

Exporter websites: in the target market’s language

The language of an export site is not a translation but a market decision. The German page is written with the words a buyer in Germany searches for and in the register they expect; translating sentences keeps the meaning but loses the query. Language-specific keyword research, German text expansion and hreflang errors are the measured parts of this work; this site itself runs in three languages, its German in the formal Sie.

Technical product pages and catalogues

A technical product page answers three readers at once: the engineer reads the specification table, the buyer the delivery terms, the machine the structured data. The table is a real HTML table, units are written in the text and images load with their size reserved — the page does not shift while it opens. The rules of the image layer are measured in the image size reservation and AVIF and WebP guides.

Quote (RFQ) forms

In B2B a sale starts with a request for quotation, not a basket. The form stays short: product, approximate quantity, target market and contact are enough; the details come in the first reply. Error messages sit next to the field and are announced to screen readers too, and no touch target is smaller than 44 pixels. The form error messages guide explains why.

Fersan Tekstil: seven languages, one architecture

Fersan’s site stands on a single architecture in seven languages and explains the path from sample to shipment with interactive calculators. The measurement date, the method and what seven languages make harder are written on the case page: the Fersan Tekstil case study.

Karcem: colour accuracy and a certificate layer

Karcem’s multilingual knitted-fabric site builds colour accuracy as a system; laboratory verification and certificates sit in a separate evidence layer. The measurement strip and the architecture are in the Karcem case study.

On September 23, 2026 we measured the company websites of the firms in Bursa, İzmir, Gaziantep and Denizli on the 2025 Top 1000 Exporters list of the Turkish Exporters Assembly (TİM). On the home pages of the 81 sites that responded:

• Declaring more than one language with hreflang — 31/81
• Enforcing secure connections with HSTS — 21/81
• Carrying structured data (JSON-LD) — 21/81
• Explicitly disallowing AI crawlers in robots.txt — 2/81
• Blocking AI crawlers at the server (while open to ordinary crawlers) — 10/81
• Having an llms.txt file — 7/81

Company names are not published; the global sites of group companies are not counted. The measurement was taken at a single moment from a single location, using only the home page, robots.txt and llms.txt. A site that is multilingual without using hreflang appears monolingual in this measure; the figure is a lower bound. The method is the same as the Measurement Observatory’s.

What do we look at in a free preliminary review?

At the information a buyer would want to find on your site without talking to a sales representative: what you produce and at what scale, whether product information is on the page or only in a PDF, the scope of your certificates and how to verify them, the language versions and the route to a quote. When you send your site’s address, we read these points and send you a written note on which is missing today and which is easy to fix; the note is not a price quote and requires no contract. How to build the certificate record is covered in the certified manufacturer website guide, and the details of the same work for textile manufacturers on the B2B website for textile manufacturers page.

Send your site’s address; we will send you the preliminary review’s note in writing.

Request a free preliminary review

Istanbul, TR — remote by default; on site when it matters.