Client name withheld under NDA.
Singapore manufacturers sell to engineers and procurement teams who want proof before they request a quote. Buyers comparing suppliers want to see the factory floor, the machines, the quality checks and the people behind them. Most manufacturer websites show a few stock photos and a list of certifications, which makes every supplier look the same and pushes buyers to compare on price alone.
This precision engineering firm had 120 staff, a modern machining floor and long-standing MNC customers, but its website still carried a corporate video filmed a decade earlier. Only 22% of viewers watched it to the end. The capabilities page converted 1.9% of visitors into quote requests, and the sales team had nothing visual to send to new prospects or play at trade shows. The site brought in about 21 request for quote enquiries a month.
We interviewed the sales team and two long-standing customers to learn what buyers ask before requesting a quote, then scripted a 2.5-minute company video and six short capability clips around those questions.
Buyers do not want a brand film; they want evidence. Scripting around their real questions kept every minute of footage useful for selling. The customer interviews also gave the script phrases buyers actually use, which made the clips sound credible to other engineers.
We planned the shoot around the factory's production schedule, agreed safety rules and restricted areas with the operations team, and cleared which customer parts could be shown on camera.
Factories run on tight schedules and strict confidentiality. Planning upfront meant no production downtime and no customer parts appearing on film without permission. The operations team also suggested the best machines to film, which made the footage more impressive without any extra cost.
We filmed machining, inspection and assembly in action, interviewed the managing director and the head of quality, and captured clean close-ups of finished parts and the inspection lab.
Seeing tolerances being measured and parts being inspected builds more trust with an engineer than any claim on a brochure. Interviews were kept short and unscripted, so the managing director and head of quality sounded like themselves rather than reading lines.
We edited the company video, six capability clips of under 60 seconds each, a recruitment clip and a silent loop for trade show screens, with subtitles throughout.
Different moments need different lengths. Short, subtitled clips work on LinkedIn and in sales emails, while the longer video earns its place on the capabilities page. Subtitles mattered because most LinkedIn videos are watched with the sound off, especially during office hours.
We placed the videos on the website, scheduled the clips on LinkedIn over three months, gave the sales team a video library for emails and decks, and tracked video completion and quote requests.
A video only works if buyers see it. Spreading the clips across channels kept the firm in front of prospects for months from a single shoot. The sales library also included a short guide on which clip to send at which stage of a deal, so the videos were actually used.
Three months after delivery, the website brought in 28 request for quote enquiries a month instead of 21. The capabilities page converted 2.5% of visitors, up from 1.9%, and visitors spent more than two minutes on it on average. The new company video was watched to the end by 58% of viewers, and the LinkedIn clips drew 24,600 views in a quarter. The sales team now sends a capability clip with most first emails to new prospects, and they report that buyers arrive at meetings already familiar with the factory.
Discovery, scripting, a two-day shoot and nine finished videos.
Videos live on the website and clips on LinkedIn every week. Quote requests began to rise.
28 quote requests a month and a 58% completion rate on the company video.
Engineers trust what they can see. Footage of machining, inspection and quality checks did more to build confidence than any list of certifications.
Planning cutdowns before filming turned two days on the factory floor into nine videos for the website, LinkedIn, sales emails and trade shows.
A video sitting on the website only reaches people who already found you. Putting short clips in the sales team's hands took the factory to every new prospect.
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