Notes for owners · Websites and conversion
A website for a chemical manufacturer: what buyers look for and what to leave out
What a chemical buyer checks on a manufacturer's website, how to set out products, grades and safety data sheets, and which claims to remove before a buyer's quality or EHS team reads them.
The GullySales team · Updated 17 Oct 2026 · 6 min read
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A buyer's chemist opens your website with a specification alongside, looking for one thing: does this product match, and are you safe to approve? So list each product by name, grade and CAS number, with its technical data sheet and a clear line on getting the safety data sheet. Add pack sizes, dispatch details and a named person to call. Leave out what the buyer's quality or EHS team cannot verify. "Eco-friendly", "non-toxic" and "best quality" invite a request for documents you may not have, and an unanswered request ends the approval.
What a chemical buyer checks, and in what order
The general pages every manufacturing site needs are covered in our website checklist for manufacturing companies. A chemical buyer tends to go through them in a particular order.
First, the product by the name they searched, with the CAS number. That settles identity. Then the grade or purity, and whether it matches the line in their specification. Then the technical data sheet, which their chemist will compare with the incumbent's. Then the safety data sheet, which their safety officer needs before a sample can enter the plant.
Only after that do they look at pack sizes, minimum order, where the plant is and whether you can deliver to them. Freight for some chemicals needs vehicles and paperwork of its own, so a buyer far away wants to know you have done it before. Last, they look for a name and a mobile number. The "About us" page comes a long way down this list.
A product page a buyer can match to their specification
Write each product page so a buyer can tick it against their own sheet. The top of the page carries the product name as buyers type it, the CAS number, and the grades you make. A short grade table follows, with the properties your test report covers: purity or active content, appearance, and the two or three values buyers specify. Then pack sizes, the smallest dispatch, and the delivery regions.
Put the technical data sheet on the page as a download, not behind a form. A chemist comparing three suppliers at night will not wait for a reply to see yours. Name the file with the product and grade, and put a revision date inside it.
These pages are also what search engines read. A page titled with the product name, grade and plant location answers the query a buyer types. A page called "Products" with forty names in a list answers nothing. That is a good start on search visibility, though no page can promise a ranking.
Safety data sheets: on the page or on request?
There is no single right answer, so use a rule.
Publish the safety data sheet openly when the product is a standard substance, your sheet is current, and you are comfortable that competitors can read it. Buyers' safety officers appreciate not having to ask.
Keep it on request when the sheet reveals more about a formulation than you want public, or when you are not sure every sheet is up to date. Then say so plainly on the page: "Safety data sheet sent on request", with the name of the person who sends it. If you want to state how soon, that is a policy for you to set and keep; do not copy someone else's wording.
Either way, check that each sheet is current before anyone sees it. What a safety data sheet must contain, and the labelling and transport rules around it, differ by product and change, so check with your own adviser or the regulator. An outdated sheet on your own website is worse than none.
Three questions to ask of every claim
Read every sentence on the site as the buyer's quality team would. For each claim, ask:
- Can we send a document that proves it, today, if asked?
- Is the claim about this product and grade, or about chemicals in general?
- Would a regulator or a customer's EHS auditor read it as a promise of safety or of an outcome?
A claim that fails the first question comes off the page. A claim that fails the second gets made specific. A claim that fails the third gets rewritten as a fact you can document, or removed.
Here is how that sounds in practice:
- Instead of "eco-friendly surfactants", write the test you have, by name, and offer the report.
- "Non-toxic" becomes your hazard classification, or nothing.
- Swap "the best quality in India" for the properties you test every batch for.
- "Approved by leading companies" goes, unless those companies have agreed to be named.
Imagine a surfactant maker in Taloja
Imagine, as an invented example, a maker of surfactants and detergent intermediates in Taloja MIDC, Navi Mumbai. Its home page says the range is "eco-friendly, non-toxic and fully biodegradable", over a photograph of a green leaf.
A home care brand's sourcing team finds the site and likes the range. Their EHS team asks for the biodegradability test report and the basis for "non-toxic". The plant has a test report for one product, not the range, and nothing for "non-toxic". The owner sends what exists, with an apology. The approval stalls, and the brand stays with its existing supplier.
The rewrite takes the claims off the home page. Each product page now carries the CAS number, the grades, the technical data sheet, and the one test report the plant actually holds, against the product it covers. The others say "test reports available on request" only where a report exists. Safety data sheets are on request, with a named person and a mobile number. The next EHS questionnaire is answered from the website in an afternoon. The rewrite cost about ₹60,000 in a freelance writer's time and a fresh test report, and two products still wait for theirs.
What else to leave out
Leave out formulation details beyond what the data sheet needs; your competitors read your site too. Remove stock photographs of laboratory glassware and replace them with your own plant, tanks and lab. Drop any certificate whose validity has lapsed, and any approval the plant does not hold in its own name.
Prices, too, unless you sell small packs to workshops and update them. And cut the long founder's vision page down to the year the plant started, its location, and the people who answer technical questions.
Mark every claim you cannot document today
Open your own site and read each claim against the three questions, as the buyer's EHS team would. Mark every sentence you could not back with a document today. That list is the first piece of work, before any redesign. The chemicals hub covers the wider trade. If you want help rewriting the pages through website content writing, tell us what you need.
