Website Rebuild for Ensheng: From Flat Catalogue to Spec-First Switch and Connector Reference

Ensheng Electronics came to us with a website that worked for domestic buyers and failed for everyone else. The old site opened on a corporate banner, listed product categories as a flat menu, and buried the specifications in downloaded images. For a switch and connector factory selling to OEM engineers, that is a fundamental mismatch: an engineer does not browse, they search by part number, dimension and rating.

Founded in 2010 in Yueqing, Zhejiang, Ensheng manufactures tact switches, detector switches, push button and toggle switches, micro switches, rocker switches, DIP switches, WAFER and FPC connectors, USB and DC jacks, earphone jacks and terminal blocks. The company automated production early — by 2011 it was among the first domestic switch makers running fully automated lines — and it has held ISO 9001 certification since 2013, with RoHS 2.0 and REACH compliance across the range. Exports to Southeast Asia, Europe and the US began in 2019, supported by a technical center with in-house testing and four utility patents.

What was actually wrong

Three problems, in order of cost. First, no English version worth the name: product names were machine-translated, so "轻触开关" appeared as "light touch switch," a term no English-speaking engineer searches for. Second, no specification tables — dimensions, operating force, travel, contact rating and life cycle were shown as JPG images, invisible to Google and unreadable on a phone. Third, the inquiry path asked for a message rather than a part number, which meant every reply started with "please send us the model you need."

How we rebuilt it

We restructured the catalogue by series rather than by product type alone. Each series page opens with a specification matrix — dimensions, rating, operating force, travel, mounting type, operating life — followed by the part number table, so an engineer can scan and shortlist without opening a PDF.

Terminology was rebuilt against how buyers actually search: tact switch, tactile switch, detector switch, micro switch, rocker switch, WAFER connector, FPC connector, DC power jack. Each product family got a landing page with a short technical explanation of where it is used — consumer electronics, lighting, e-bikes, home appliances, industrial control — because that is how a design engineer confirms fit.

The sample request form now asks for series, part number, quantity and application. A buyer who knows what they need can request a sample in under a minute, and the sales team receives a request it can act on without a follow-up round.

Design and build

Visually we kept it engineering-clean: white surfaces, a single blue accent, dense but readable tables, and macro photography of the switches themselves rather than lifestyle imagery. The factory and automated line photography sits in an equipment section, because for a component buyer, automation is a proxy for consistency.

Technically, the site is mobile-first. Most sourcing engineers check part numbers on a phone while standing at a bench, so tables reflow into stacked rows instead of forcing horizontal scrolling, and datasheet downloads are one tap from the table header.

Search performance

We mapped three keyword groups: part-type searches, specification searches and application searches. Part-type pages target head terms, specification pages target long-tail queries such as "3.5mm jack with detection switch," and application pages pick up design-stage searches. Structured data was added for products and organization, and every series page links to its neighbouring series so engineers can move laterally without returning to the menu.

Result

Inquiries now arrive with a part number or at least a series and quantity, which shortened the first reply from a discovery email to a quotation. The site also gave Ensheng something it did not have before: an English-language technical reference that distributors can forward to their own customers.

For a component manufacturer, that reference is the product.