What Engineers Want From a Website When Researching Online: Insights from Windmill Strategy

At Windmill Strategy, we specialize in industrial B2B marketing, with a strong emphasis on helping our clients reach engineers and other technical buyers. Our work focuses on delivering clear, effective content that speaks to the specific needs of this audience. A key part of our approach involves ongoing market research. We don’t just use this research to guide client strategies—we also share what we learn with our community.

Recently, we gathered feedback from a group of engineers about their online research habits. What we found reinforces much of what we’ve already integrated into our approach but also offers fresh insights that can improve how we craft digital experiences for engineers.

Engineers Value Efficiency and Organization

Engineers don’t want to waste time. They prefer well-organized content that delivers information quickly. Long-winded introductions and unnecessary steps frustrate them. They want clear sections that allow for scanning and jumping straight to what they need. A cluttered interface or scattered information makes research harder.

“Scrolling through a well-structured page is easier than constantly clicking through links,” one engineer explained.

At Windmill, we design webpages that are concise but packed with relevant information. Whether it’s a detailed product spec or a how-to guide, the content needs to be accessible in one place.

Pop-ups Disrupt Research Flow

The engineers were clear—pop-ups are an interruption. While pop-ups can drive conversions in some industries, they don’t resonate with engineers. Our research shows they prefer an uninterrupted research experience, where content is king, and distractions are kept to a minimum.

Keeping Communications Relevant

Engineers understand the importance of post-purchase communication but only when it’s timely and useful. They don’t want irrelevant product-related emails months after a purchase or being kept on a list when there’s no reason for further engagement.

“How long after a purchase do you stay relevant to me? If I’m still on your email list a year later, but I’m not buying again or you’re sending me the same content, I’m going to unsubscribe.”

We advise our clients to evaluate customer lists regularly. Sending frequent emails to someone who bought from a competitor or hasn’t interacted in months wastes both time and money. Infrequent emails that contain career-boosting content, however, just might keep your name appearing in their inbox. Engineers value efficiency and our communications strategies reflect that.

Visual Search is Key

When engineers search online, they often don’t know exactly what they’re looking for by name. They may recognize an image or a specific visual feature. We’ve found that image-based search options are extremely useful for this group. Engineers think visually, and giving them tools to search that way can improve their experience.

No Need for Over-Entertainment

While marketers often strive to engage users with flashy, interactive product pages, engineers don’t need it. They want data, specifications, and clear explanations. If your product detail page delivers that, you’ve won their attention.

Forms Need Clear Confirmation

Forms matter. Engineers expect immediate confirmation when they submit a message or inquiry. If they don’t receive it, they’ll wonder if their effort was for nothing. We always recommend setting up automated confirmations for any inquiry or contact form to keep users informed.

Engineers Are Not Unicorns

It’s tempting to view engineers as having drastically different research habits, but they aren’t unlike the rest of us. However, they do have clear preferences that deserve attention. They prioritize clarity, efficiency, and a seamless experience. Recognizing these tendencies and adjusting your strategy can lead to better engagement and trust with this audience.

Key Takeaways

• Efficiency is non-negotiable. Engineers want information fast and organized.
• Pop-ups are distractions. Keep the focus on content.
• Visual search options help engineers find what they need quickly.
• Relevant communication post-purchase is appreciated, but don’t overstay your welcome.
• Product detail pages should be clear and to the point—no need for over-the-top engagement tactics.
• Engineers expect confirmation when they submit inquiries.

At Windmill Strategy, we understand these preferences because we conduct thorough market research to ensure we’re always aligning with the needs of engineers and technical B2B buyers. By crafting streamlined, data-driven content that respects their time and attention, we create digital experiences that drive results.