A manufacturer's website is not the same thing as an ordinary corporate site. There is a product catalogue, there is a pricing policy, and a domestic customer and an export customer should not see the same thing on the same page. For ankaratel.com, a wire mesh and fence panel manufacturer based in Ankara, we built a structure that resolves all of these tensions in a single site. In this article we walk through what we did — and why we did it that way.
The Starting Point: What the Manufacturer Actually Needed
When the company came to us, the requirements were clear: products should live in a proper catalogue, customers searching in and around Ankara should be able to find the firm, and international buyers should be able to browse English pages and request a quote. It sounds like three separate projects; structured correctly, it is three faces of one site.
The first job was getting the product structure right in the database. Every product has its own separate Turkish and English URL (slug); categories and technical attributes such as dimensions and coating are managed from a single source. Content management belongs entirely to the company: they add new products, update prices and swap images without ever needing us.
Pricing Policy: Open at Home, Quote-Based for Export
For manufacturers, the most critical decision is usually whether to display prices at all. Here there were two truths that both had to hold:
- Domestic visitors want to see prices; they do not trust a site that hides them. So on the Turkish side, prices are shown openly, VAT included.
- Export customers get no value from a list price; the real number depends on freight, quantity and delivery terms. The English side therefore shows no prices — a request-for-quote (RFQ) flow runs in their place.
The system makes this split automatically based on the visitor's location. The same product page shows a price to someone browsing from Turkey and a quote button to someone browsing from abroad. Content is never managed twice: one record, two behaviours.
The English Side: A Real Site, Not a Translation
The English pages are published under the /en/ prefix with their own URLs. Google indexes the two languages independently, so a buyer searching in English lands directly on an English page. No auto-translate plugin was used — the text an export customer sees is genuine sales copy written in the buyer's own language.
An export-focused manufacturer's site should not have a "Google Translate button" — it should have product pages written in the language of the purchasing manager. Buyers choose their suppliers by the seriousness of that page.
Regional Visibility
Even though the manufacturer sells across Turkey and abroad, a significant share of the business still comes from its own region. So we built district-level service pages, each written with real information specific to that area. The site was also connected to the company's Google Business Profile, and product images were converted to modern formats (WebP) to protect page speed.
The Technical SEO Layer
On the invisible side of the site, the following is at work:
- Structured data (schema.org) markup on product and category pages
- A bilingual dynamic sitemap — add a new product and the map updates itself
- Instant notification of new and updated pages to search engines (IndexNow)
- Search Console integration for tracking rankings and clicks
- Machine-readable content files for AI search (llms.txt)
Conclusion: The Right Questions for a Manufacturer's Site
When a manufacturer rebuilds its website, the questions to ask are well defined. Who should see prices, and who shouldn't? What information should an export customer provide when requesting a quote? Who updates products, and from which panel? In which region, and for which keywords, should Google surface us? At ankaratel.com, the answers to all of these questions live inside the system itself.
If you need a similar setup, take a look at our web and custom software service, or price out the scope you have in mind, item by item, in the price calculator.
