Core conclusions:In 2027, it’s still worth building a standalone website for the factory. However, costs should be calculated based on assets rather than channels. The investment required to build such a website ranges from 5,000 yuan to 100,000 yuan. The cost of generating one effective inquiry via Google Ads is approximately 85 yuan to 350 yuan, with results visible in 1 to 2 weeks. On the other hand, SEO takes 6 to 12 months to begin yielding results. In the first 6 months, the standalone website may not be as effective as B2B platforms. After the 12th month, the cost of generating inquiries usually becomes higher again, provided that the product line remains stable and continuous content creation is maintained.
1. The first account: Website construction and infrastructure investments
There are two ways to build a website. The template-based approach (such as using Shopify or Shoplazza) involves an annual fee plus basic costs, ranging from 5,000 yuan to 20,000 yuan. This option is suitable for starting up or testing different design concepts. The custom development approach (developed independently using WordPress) requires an investment of 30,000 yuan to 100,000 yuan. This method is ideal for branded operations and multilingual websites. In addition to the cost of building the website itself, there’s also an important expense that often gets overlooked: domain names, servers, SSL certificates, and security measures. These expenses typically range from 3,000 yuan to 20,000 yuan per year. It’s important to choose overseas servers or global CDNs, as page loading speed directly affects Google rankings and conversion rates.
Let’s take as an example a factory with annual export revenues ranging from 5 million to 20 million yuan. The recommended budget for setting up an independent website in the first year should be between 80,000 and 200,000 yuan (including costs related to website construction, advertising, and content production). If the budget is lower than this range, it’s not that the project can’t be carried out, but rather that there won’t be enough resources to cover both content creation and advertising expenses. As a result, the project is likely to be abandoned within the first 4 to 6 months—which is the most difficult period before SEO begins to show results.
II. The second account: Traffic and the cost per inquiry
The traffic for an independent website mainly comes from two sources: Google Ads and SEO. In terms of Google Ads, the cost per click for B2B manufacturing-related keywords is approximately $0.5 to $3 per click. For industries like machinery and electronics, this cost is higher. The conversion rate of inquiries is estimated to be between 1% and 3%. The cost of a single effective inquiry typically ranges from $85 to $350. To receive 50 inquiries per month, a monthly advertising budget of $15,000 to $40,000 would be required. As for SEO, the monthly fee for specialized services is around $5,000 to $25,000. Results can be seen within 6 to 12 months. After achieving a certain level of traffic, the marginal cost continues to decrease. This is one of the key reasons why SEO can outperform traditional platform-based methods in terms of inquiry costs for independent websites.
When considering the three main channels together (based on industry public benchmarks, for the year 2026):
| channels | start-up costs | The cost and duration of a single inquiry |
|---|---|---|
| Independent websites + SEO optimization | Website construction costs range from 10,000 to 30,000 yuan; monthly optimization services cost between 5,000 and 25,000 yuan. | 85-200 yuan per piece; effective within 3-6 months |
| Google Ads | Monthly budget: 3,000 to 20,000 yuan | 120-350 yuan per piece. Responses will be available in 1-2 weeks. |
| B 2 B platform | Annual fee starts at 29,800 yuan. For P4P models, there is an additional charge. | 150-400 yuan per item; effects can be seen within 1-3 months. |
The way to read this table isn’t by choosing the “cheapest” option, but rather by considering different stages: for those who need short-term inquiries, it’s better to use Google Ads first. For products with stable demand and those intended to be sold for three to five years, having a separate website along with SEO efforts can help reduce inquiry costs over time. This is a long-term strategy. Platform buyers have high trust levels, but competition is fierce due to similar products, so it’s suitable to work together with a separate website—the platform handles standard orders, while the separate website handles custom orders and larger transactions. Once the roles are clearly defined, all inquiries from both channels can be recorded in the same customer follow-up table. These inquiries can then be ranked based on their relevance, preventing duplicate bidding attempts.
III. The third account: Under what circumstances is it not worth doing?
Independent websites aren’t suitable for every factory. There are three situations where it’s recommended to delay starting such projects: First, if the product line changes frequently every month, and there isn’t a stable main product to promote; in such cases, both SEO content and landing pages don’t develop properly. Second, if the annual export volume is less than 3 million yuan, and no one is responsible for handling inquiries; in this case, the monthly cost of handling 10 inquiries is too high to support the necessary manpower. Third, if the goal is to break even within three months—it’s very likely that the first six months will involve net losses. Therefore, it’s better to plan this project as if it starts from the seventh month, so that both the mindset and budget can be managed effectively.
After making the decision, there are two actions that can significantly increase the chances of success: first, verify the keywords and landing page through advertising; second, identify effective keywords before focusing on SEO content. It’s also important to have a complete set of elements before launching—including a consultation form, WhatsApp link, and case studies page. The conversion rate achieved through these elements is far more valuable than just sheer traffic.
4. Common questions
I have already subscribed to the annual membership on Alibaba’s international website. Do I still need to create a separate website for my own business?
Consider the products and the team involved. The value of a platform lies in the ready-made buyer traffic it provides, while the value of an independent website lies in its own assets and brand reputation. Both services serve different goals. For factories with annual exports exceeding 5 million yuan and those managed by dedicated personnel, it’s recommended to establish an independent website outside of the platform. This way, the general traffic from the platform can be utilized to build a pool of repeat customers. For factories with annual exports below 3 million yuan and no dedicated management staff, it’s better to make good use of the platform for now, and wait until next year before considering establishing an independent website.
2. What are the most common problems that an independent website may encounter in its first year?
The two most common problems are as follows: First, the entire budget is spent on website construction, with no funds allocated for traffic or content promotion. As a result, no one visits the website after it’s completed. Second, when advertising stops, inquiries also stop simultaneously. There is no effort made to improve SEO or build a database of potential customers. The solution is to allocate the budget evenly among three aspects: 30% for website construction, 40% for traffic generation, and 30% for content creation. Starting from the first month, content should be created based on keywords related to the industry, allowing time for SEO improvements to take effect.
3. Is the quality of inquiries received through independent websites higher or lower compared to those received through platforms?
The inquiries received from customers using targeted keywords usually have a higher degree of relevance and compatibility compared to those from general platform inquiries. However, the volume of such inquiries is relatively small. On the other hand, platform inquiries are more frequent, resulting in higher screening costs. Both types of inquiries should be recorded in the same customer follow-up spreadsheet, and processed based on their relevance. For inquiries from independent websites, a higher priority should be given, as customers typically come to you because they are interested in your expertise. The criteria for evaluation include two aspects: whether the specifications and quantities are specified in the inquiry, and whether specific parameters are provided in the response email. Customers who provide both these details generally have a higher chance of closing a deal.
For factories that export standard components, mechanical equipment, and consumer electronics products, it’s worth allocating a portion of the budget for separate websites. Planning should be done on a 6 to 12-month basis, with the goal of reducing the cost of inquiries over time. Don’t view these websites merely as advertising spaces that require immediate results.
Qihang Zhilian Foreign Trade Research Institute·Let China's intelligent manufacturing industry set sail to sea·Tel: 180-0327-6609
