If you run a business that sells to other businesses — manufacturing, fabrication, specialist services, trade supplies — your next customer is probably going to find you on Google. Not at a trade show. Not through a cold call. On Google.
The way procurement works has changed, and it’s changed fast. Understanding how buyers actually search for and evaluate suppliers online isn’t some abstract marketing exercise. It’s directly connected to whether your business ends up on a shortlist or gets skipped entirely.
So let’s walk through the process. What a procurement manager actually does when they need a new supplier, what they’re looking for, and what makes them pick up the phone or move on to the next option.
The search starts on Google
It almost always begins with a Google search. Not a phone call to a contact. Not a flick through a trade directory. A search.
According to research by Gartner, B2B buyers now spend only 17% of their total buying time meeting with potential suppliers. The rest is spent researching independently — and the bulk of that research happens online.
The searches are specific. A procurement manager looking for a laser cutting supplier isn’t typing “manufacturing companies.” They’re typing something like “laser cutting stainless steel sheet UK” or “aluminium fabrication North West.” They know what they need, and they’re looking for someone who specifically does it.
This is why generic websites with vague descriptions of “precision engineering solutions” don’t work. The search is specific, so the content needs to be specific. If your website doesn’t have a page that matches what that buyer is looking for, you won’t appear in their results.
They click three or four results, maximum
Nobody scrolls to page two of Google. That’s basically internet law at this point. But the reality is even more concentrated than that. Most procurement managers will click on three or four results from the first page, open them in separate tabs, and start comparing.
That means you need to be one of those three or four results. And once they click through to your site, you’ve got about ten seconds to convince them to stay. Not with flashy animations or clever marketing copy. With clear, immediate evidence that you can do what they’re looking for.
If a buyer searches for “CNC machining steel UK” and lands on your homepage, and your homepage says “Welcome to [Company Name], your trusted engineering partner” without mentioning CNC, steel, or anything specific — they’re closing that tab and moving to the next result.
They check your capabilities in detail
Once a procurement manager finds a site that looks relevant, they dig in. They want specifics. What machines do you run? What materials do you work with? What tolerances can you hold? What’s your capacity? What quantities can you handle — prototypes, small batches, production runs?
This is where having dedicated capability pages pays off enormously. A page specifically about your CNC machining service, with details about your equipment, capacity, materials, and tolerances, tells a buyer everything they need to know to decide whether you’re a fit.
Vague descriptions are useless at this stage. “We offer a comprehensive range of machining services” doesn’t answer any of the questions a buyer is actually asking. They want numbers, specifications, and evidence.
They look for certifications
Certifications aren’t just nice-to-haves in B2B procurement. For many buyers, they’re qualifying criteria. If a specification requires an ISO 9001 certified supplier and they can’t see that on your website, you’re out. Doesn’t matter how good your prices are or how nice your facility looks.
Procurement managers are specifically looking for:
- ISO 9001 (quality management)
- ISO 14001 (environmental management)
- Industry-specific certifications (AS9100 for aerospace, IATF 16949 for automotive)
- CE marking
- Health and safety accreditations
These need to be visible and prominent. Not tucked away on an about page. On the homepage, on capability pages, ideally with downloadable certificates for buyers who need to attach them to their supplier evaluation paperwork.
They read case studies and look at your work
A buyer who’s got past the capabilities check and the certifications check is now looking for proof that you’ve actually done this kind of work before. Case studies, project galleries, testimonials from recognisable companies — these are what move someone from “they might be suitable” to “I’m going to ring them.”
Good case studies for a procurement audience include the challenge, what you did, and the outcome. Material, quantities, timescales, any particular difficulties you overcame. If you can mention the sector — automotive, food processing, construction — even better, because it tells the buyer you understand their world.
Photos of actual finished work are powerful. Not stock photos. Not renders. Real photos of real parts you’ve made or real projects you’ve completed. A picture of a fabricated staircase with a note about the material, finish, and installation location tells a buyer more than a paragraph of marketing copy.
They check reviews and reputation
Before a procurement manager picks up the phone, they’ll often do a final check: what do other people say about this company? They’ll look at Google reviews, check your rating, and scan for any red flags.
A business with fifteen five-star reviews and thoughtful responses to each one looks professional and trustworthy. A business with no reviews at all looks like an unknown quantity. A business with a few bad reviews and no responses looks like a risk.
You can’t control what people write about you, but you can control whether you have reviews at all (ask for them) and how you respond to them (always professionally, even the unfair ones).
Some procurement managers will also check Companies House and LinkedIn. Having a consistent, professional presence across these platforms reinforces the impression that you’re established and legitimate.
What makes them pick up the phone
After all that research, a procurement manager has typically narrowed their list down to two or three suppliers they feel confident enough to contact.
The businesses that make that final shortlist tend to have a few things in common. Specific, detailed capability information. Real photography. Visible certifications. Evidence of relevant experience. Good reviews. And — critically — an easy, obvious way to get in touch. A clear phone number. A simple enquiry form. Frictionless.
The businesses that don’t make the shortlist are the ones with vague websites, no case studies, missing certifications, and stock photography.
What this means for your business
If you sell to other businesses, your website isn’t a brochure. It’s a sales tool that’s being evaluated by professional buyers who do this for a living. They know what good looks like, and they’re comparing you directly against your competitors.
The good news is that most of your competitors probably have mediocre websites too. Which means getting yours right puts you at a genuine advantage.
Make your capabilities specific and detailed. Show your certifications prominently. Build case studies from your best projects. Get real photography of your facility and work. Ask customers for Google reviews. And make it dead easy to get in touch.
If you want to see what a website built for this kind of buyer looks like, have a look at our manufacturing page — or browse our portfolio to see examples of sites we’ve built for B2B businesses.
Frequently asked questions
How do procurement managers find new suppliers?
The majority start with a Google search using specific terms related to the capability, material, or service they need. They’ll typically click on three or four results from the first page, compare websites, check certifications and case studies, and then contact two or three suppliers for quotes. Having a website with detailed, specific capability information is essential to being found and shortlisted.
What do procurement managers look for on a supplier’s website?
They’re looking for specific capability details (equipment, materials, tolerances, capacity), certifications and accreditations, case studies or evidence of relevant experience, real photography of your facility and work, and a clear way to get in touch. Vague descriptions and stock photos are the fastest way to get skipped.
How important are Google reviews for B2B businesses?
More important than many B2B businesses realise. Procurement managers check reviews as part of their supplier evaluation, particularly when comparing otherwise similar options. A strong review profile with thoughtful responses signals professionalism and reliability. No reviews at all signals an unknown quantity, which is a risk most buyers would rather avoid.
Do B2B businesses really need to worry about SEO?
Absolutely. If procurement managers are using Google to find suppliers — and the data overwhelmingly shows they are — then your visibility in search results directly affects how much work comes your way. SEO for B2B isn’t about chasing trendy keywords. It’s about making sure your site shows up when a buyer searches for the specific capability or service you offer, in the area you serve.