CNC Websites Suffer from Lack of Performance

A recent study conducted by DBS Interactive has revealed that websites in the Computer Numerical Control (CNC) equipment and engineering industry are significantly underperforming against best practices in critical areas of website performance, searchability, and accessibility.

About the Study

The study assessed approximately 200 randomly selected websites of distributors, service and parts dealers, and Original Equipment Manufacturers (OEMs) within the CNC manufacturing sector. The evaluation used Google’s free Lighthouse tool to measure four key metrics for measuring the quality of a website’s user experience: Performance, Best Practices, Accessibility, and SEO. Alarmingly, only one website out of the entire sample achieved a score between 90 and 100 in all four categories.

Why Performance Matters for CNC Businesses

Poor performance for Lighthouse metrics can indicate a website's organic search rankings and overall visibility on search engine results pages (SERPs) are compromised. Search engines like Google prioritize websites that offer fast load times, conform to robust best practices, and are built with accessibility and SEO in mind. As websites are often the first touchpoint for potential clients of CNC businesses, the dismal scores should raise significant concerns. Inefficient websites can drive away visiting prospects and frustrate customers, underscoring the need for CNC companies to prioritize improving their online experience to remain competitive in the digital age.

The Importance of Search in B2B Business

Websites that score poorly in these areas are likely to experience diminished organic search rankings, making them less visible to potential CNC manufacturing customers. Reduced visibility leads to a significant decrease in web traffic, limiting opportunities for CNC integrators and equipment providers to engage and convert visiting prospects into customers and sales. Studies show potential customers most often click organic search results on the first page–frequently the top three spots–and little else. They may never encounter listings on subsequent pages. CNC companies with subpar websites risk losing valuable traffic and business opportunities, making optimization a critical priority.

Performance Woes

The performance component of the Google Lighthouse test evaluates various aspects of a website's page-loading time. Fast-loading websites offer quick access to critical information such as services, technical details, high-value content, and contact information. That’s not the case for many of the websites in the recent evaluation. At least 85% of the CNC-related sites tested fell into the “Needs Improvement” and “Poor” groups. The majority of lower-performing sites scored between 50 and 89 for the “Needs Improvement” performance range, while 37% of the websites turned in scores designated “Poor.” The lowest performance score was 2. At the other end of the spectrum, one website, Weese Precision Machine Installation & Repair Ltd.  turned in 100 for Performance. Fifteen other websites earned “Good” ratings on the Performance test with scores in the 90s.

Performance Score Highlights (Page Speed)

• 85% had scores indicating Poor or Needs Improvement
• One site scored 100
• The average score was 57
• 48% Need Improvement
• 8% of the sites returned errors during testing

The Performance component of Google Lighthouse evaluates how quickly a webpage loads and becomes interactive for users. It checks things like how quickly the content appears on the screen (First Contentful Paint), how smoothly everything loads (Speed Index), and how soon you can start clicking and interacting with the page (Time to Interactive). Basically, it evaluates different aspects of the loading process. Most CNC-related websites need help in this area, with load times and performance scores often falling below optimal levels. The average performance score was 57, and the median was 74. Page loading times faster than 4 seconds are considered good. Of the CNC sites tested, 141 had speeds slower than that, with 116 forcing users to wait more than 6 seconds. One site took nearly 66 seconds to load, and the next closest site loaded in about 47 seconds. Akami, the cloud computing company, found that conversion rates can drop by 7% for every 100-millisecond delay in load time or a tenth of a second. That’s a lot of lost business opportunities. “Like David Lee's clutch tip in 2006 for the New York Knicks with 0.1 of a second on the clock, fast website page speed can be crucial. A lot can happen in a fraction of a second,” DBS Marketing Director Steve Fowler said. In the competitive CNC landscape, where companies vie for attention and credibility, a fast and responsive website can make a game-winning difference. AutoAnything, an e-commerce subsidiary of AutoZone, is often cited as a relevant example. Website developers cut page load times in half, increasing conversions by nine percent. Studies by Google confirm that users have little patience for slow-loading websites. Google Analytics shows that the probability of a user bouncing or leaving a website immediately increases by 32% as page load times go from 1 second to 3 seconds.

Accessibility Non-Negotiable for CNC-related Sites

The persistent issue of poor website accessibility scores poses a significant challenge.  particularly within the CNC-related industry. Individuals recovering from stroke or surgery, and the aging population with reduced vision. In this study, 67% of the websites scored between 50-89 for accessibility, putting them in the “Needs Improvement” category. At the low end, one site scored 43 and 11 scored in the 50s. Although not entirely inaccessible, they fall short of meeting the optimal standards for providing a user-friendly experience for individuals with disabilities. Improving these areas can enhance inclusivity and usability for a broader spectrum of users.

Cyndi Master, Owner and CEO of DBS Interactive, expressed astonishment at the disparity, noting, "Accessibility isn't a feature, it's a fundamental aspect of user experience. Ignoring accessibility is like locking the door to your website for many potential users."

An accessible website is vital in enabling all users to navigate and interact with the site effectively. This includes individuals with age-related vision impairments, hearing difficulties, or motor skill challenges. On the high-scoring end of the spectrum, 9 sites scored 100, and 42 scored in the 90s. Search engines recognize the need for this level of user experience. Accessibility is a ranking factor for organic search performance. Low accessibility scores also raise a red flag for legal departments, always on alert for exposer to lawsuits. The Americans with Disabilities Act has been interpreted to include websites just as it requires accessibility for physical places. Despite lawsuits against notable companies like Domino's Pizza, Target, and Harvard University, companies have not come around to building and maintaining a website that complies with the Americans with Disabilities Act (ADA). Today that generally means the WCAG 2.1 AA criteria.

Benefits of an Accessible Website

• Improved search engine performance
• Positive brand reputation
• Faster user experience
• Improved user pathways
• Attracts and serves a wider audience
• Reduced legal exposure

Any Lighthouse score below 90, means the website could be a target of a lawsuit. “We’ve seen low accessibility scores across all industries,” said John Golden, Director of Development at DBS Interactive, with problems ranging from missing Alt Text and poor color contrast to inaccessible form controls and keyboard navigation issues,” he said.

Credibility and Security at Risk

One of the key aspects of the Best Practices test is its emphasis on web standards and optimization techniques, including security. It motivates developers to adhere to best practices for creating efficient, secure, and user-friendly websites. For instance, it verifies whether the website employs modern web technologies and standards, including responsive design for mobile devices and accessibility features for users with disabilities. The best practices test discovered that at least 61 sites were not built to current standards for security. The sites did not use the Hypertext Transfer Protocol Secure (HTTPS), leaving websites and users vulnerable. HTTPS ensures a secure and encrypted connection between a user’s web browser and the website. It adds an extra layer of protection to the information sent and received. “Given the risks of hacking and ransomware, sites must safeguard company security and user confidence,” Golden said. Apart from endangering digital security, a site without HTTPS often turns visitors away, leading to high bounce rates and a poor brand impression. Modern browsers show warnings, indicating that the connection is not secure. Modern browsers display warnings to users, alerting them that their connection is not secure. Visitors may question the credibility of the site, and, by extension, the company’s ability to handle sensitive information. That’s a cost that can’t be easily calculated. Overall, 65% of the sites did not meet the broader Best Practices criteria. In addition to HTTPS, the Best Practices section of the Lighthouse audit evaluates whether the site has secure outbound links, updated JavaScript libraries and APIs. Additionally, the test examines other essential practices such as specifying the HTML doctype and ensuring images are displayed at the correct resolution. Looking at the results, Golden said he’s seen firsthand the risks associated with weaknesses identified in low Best Practices scores.

The Mobile Experience Matters

Another finding in the study revealed only 1 website incorporated the Progressive Web App (PWA) technology. As more users access websites from mobile devices, performance optimization becomes essential. Methods Machines was the only website built as a Progressive Web App Google Lighthouse evaluates a website's performance on mobile devices, emphasizing the need for responsive design and efficient loading times to cater to the growing mobile user base. Websites built as PWAs are faster, more responsive, and capable of performing like an app, yet can still be indexed for search and usable as a traditional website. The architecture of a PWA supports a better user experience.

PWA Benefits

• Fast loading time
• Operates on poor networks
• Small development footprint
• Integrates app-like features
• No app stores, no downloads
• Instant updates

Here are easy-to-follow instructions for running the Google Lighthouse tool.

Optimizing PPC Impact for CNC Websites

The success of digital advertising campaigns hinges on a company's website performance. Like many businesses, CNC companies may supplement organic search results with paid digital advertising to increase visibility and attract potential clients. However, without an optimized website, these efforts may result in wasted ad budgets and missed opportunities for driving conversions. "Improving website performance is key for successful digital ad campaigns, Fowler said. Adding that “enhancing site performance boosts both organic and PPC results." Google's evaluation of user experience extends to websites linked to PPC campaigns, influencing the Quality Score of ads.

The Impact of Low Quality Scores

Lower Ad Placement: Websites with low Lighthouse scores may be displayed lower on the search engine results page (SERP), reducing visibility and click opportunities. Increased Cost per Click (CPC): Google rewards advertisers with higher Quality Scores by offering lower CPCs. Low scores can lead to higher costs per click, affecting overall campaign budget efficiency. Reduced Ad Extension Impact: A suboptimal website experience limits the effectiveness of ad extensions, diminishing their impact on ad visibility and user engagement. Lower Impressions and Click-Through Rates (CTR): Websites with poor performance scores may generate fewer impressions and a lower click-through rate (CTR), impacting the overall effectiveness of PPC campaigns. An optimized website provides users with an exceptional experience and contributes to better ad performance, including higher conversion and reduced bounce rates. Fowler, emphasizes the broader impact of website optimization beyond paid ads, stating, "Optimizing your website is like giving it a turbo boost in the race for search engine rankings." Optimization of a website’s performance enhances user experience, and maximizes the impact of PPC campaigns, ensuring that ad budgets are utilized effectively to drive meaningful results and conversions for automation engineering companies. Emphasizing the financial implications, Fowler said, "Nobody can afford to waste valuable marketing dollars. "Keeping Your Website Healthy Poor scores present opportunities for automation engineering firms to implement website performance improvements. Companies can document the results of the effort by tracking improved search rankings, higher click-through rates, and Lighthouse scores. “It’s an investment that benefits visitors and the bottom line,” she said.

Keeping Your Website Healthy

The subpar scores highlight significant opportunities for CNC-related companies to implement website performance enhancements. Tracking improved search rankings and higher click-through rates allows companies to document the outcomes of their initiatives. “The study signals a clear need for improvement with only one websites achieving across-the-board scores above 90," Masters said. Given the complexities involved in optimizing websites to meet modern standards, seeking professional help can be invaluable. Companies can benefit from consulting with experts in website development, SEO, and digital marketing to address deficiencies and implement best practices effectively. “It’s an investment that benefits website visitors, and improving performance means it’s good for the bottom line,” she said. While a company often tracks website performance with Google Lighthouse, Page Speed Insights, Google Trends, etc., most CNC companies need additional expertise in the latest SEO trends and all of Google’s tools to improve search rankings, visibility, and user experiences. Investing in website performance is about meeting standards, delivering exceptional user experiences, driving conversions, and achieving sustainable growth in today's tech-driven world. Contact us about ways to improve your CNC-related website performance.

About the Website Study

DBS Interactive, a full-service digital agency in Louisville, Ky., reviewed 199 websites for CNC-related companies in June 2024. The results match previous studies for the websites of industrial and healthcare companies, indicating that the lack of adherence to best practices is common. The problems are not limited to a specific business sector. Evaluations were done on the mobile component of the Lighthouse tool because Google considers that over the desktop for organic rankings. Quick Facts

• 16 websites scored “Good” (above 90) for Performance
• 74 websites scored “Poor” (below 50) for Performance
• 1 websites scored above 90 for all four test components
• 1 websites were built as Progressive Web Apps (PWA)
• The percentage of sites achieving “Good” scores on the SEO test lagged behind those needing improvement, 45% Good vs 48% Needs Improvement.

“Addressing performance issues and enhancing accessibility ensures compliance with digital standards and positions businesses for sustained success in the competitive digital landscape,” said Cyndi Masters, CEO and Founder of DBS Interactive. As CNC-related companies navigate the competitive digital landscape, the study highlights the need for a proactive approach to web development. Addressing performance issues and enhancing accessibility ensures compliance with digital standards and positions businesses for sustained success

 

CNC-related Facilities Tested

DBS Interactive randomly selected these sites cities for testing using the Google Lighthouse audit tool. Websites scoring between 90-100 are considered to have GOOD performance. Scores ranging from 50-89 NEED IMPROVEMENT, and scores from 0-49 are considered POOR.

Company	Performance Results	Accessibility Results	Best Practices Results	SEO Results	Page Loading Time Seconds
Weese Precision Machine Installation & Repair Ltd.	100	54	67	67	2.07
Ron Mills & Co.	99	52	70	69	1.64
Ex-Factory	98	85	96	93	2.96
C-Tech Mfg. Co. LLC	98	93	96	100	2.96
Ibh Automation, Inc	98	63	67	69	1.41
Discount-Tools.com	97	71	67	69	1.61
First Choice Industrial, LLC	96	83	100	100	3.83
Leonard Machine Tool Systems	96	87	93	91	4.33
Industeq Inc.	96	100	78	99	4.52
Contact Technologies Inc.	96	89	67	71	2.40
LIMTECH Industries, Inc.	95	84	67	86	4.45
Revolution Machine Tools	94	77	100	71	2.40
Elrod Machine & Manufacturing	94	63	59	69	3.43
Foremost Machinery Corp.	93	80	74	58	4.43
American GNC Corporation	91	58	85	62	3.05
Ingersoll Production Systems	90	53	70	69	6.37
Machinery Source, LLC	88	86	100	93	3.64
Methods Machines	88	100	78	93	2.57
Flashcut CNC	87	91	96	86	5.59
CMS North America	87	80	78	71	6.32
F.W. Derbyshire, Inc.	87	58	67	69	2.64
Rollomatic Inc.	86	58	67	69	2.52
Ursviken Inc.	85	85	100	84	3.36
PMC Industries Corp.	85	71	48	67	3.26
Largent Sales Group LLC	84	96	78	86	3.94
Iafrate Machine Works	83	83	96	82	3.15
Indiana Automation, Inc.	83	87	96	100	7.88
Beaumont Machine	83	73	93	90	3.60
Takisawa Machine Tool USA Corp.	81	86	81	87	5.89
Machine Tool Camp	80	93	100	93	3.01
Morowat Global Ltd.	80	100	100	100	5.74
Maruka U.S.A., Inc.	80	79	93	100	5.12
NIDEC OKK USA Corporation	80	80	81	75	3.94
Mang Systems	79	95	100	99	5.34
J & S Machine, Inc.	78	78	67	62	3.08
C.G. Hill & Sons	76	61	93	96	5.74
C N T Motion Systems	75	84	78	90	6.57
Keystone Fastening Technologies, Inc.	75	82	74	84	6.23
Opincar Machinery	74	86	100	98	3.85
Mms Miller Machinery Sales And Service	74	80	81	75	5.32
Cold Formers USA, LLC	73	62	93	58	1.46
Action CNC Routers & Supplies	73	78	63	83	3.86
CMS North America, Inc.	73	80	59	71	9.35
Axis International, Inc.	73	86	44	62	3.90
Amex Plastic Machinery	72	95	74	98	2.64
Aludyne	72	100	74	91	3.85
Premier Engineering CO	71	80	100	100	3.36
Creative Evolution	71	95	100	96	4.33
Focus Manufacturing Inc.	71	79	78	93	6.84
GoCNC	70	94	100	90	3.05
Michael Fine Machinery Co.	70	96	81	98	4.48
Sigma Design Co.	70	92	74	91	3.44
Hillary Machinery LLC	69	100	100	97	4.06
Machine Tool Specialties	69	96	78	98	4.75
Amera Seiki	69	82	52	100	4.27
Hitech Machinery Sales, Inc	69	76	48	69	6.40
Myers Technology Co.	67	96	100	98	6.48
DiPaolo Machine Tools Ltd.	67	78	96	93	5.89
Unison Corp.	67	83	81	91	3.72
Compumachine	67	89	78	97	5.50
Revolution Machine Works	67	88	74	93	4.50
REDPoint Laser Systems	66	86	100	99	6.34
Technical Equipment	66	85	93	90	5.44
Rottler Manufacturing	66	75	78	83	6.33
Pines Engineering	66	100	74	86	6.56
Pacific Machine Tools LLC	65	85	100	90	6.04
CNC Exchange	65	94	100	100	6.12
Sefortek, Inc.	65	88	96	98	4.67
Murphy Machinery Sales, Inc	65	96	81	98	5.91
Progressive Surface	65	74	78	96	6.36
AFS	64	90	96	82	10.23
EMAG L.L.C.	64	96	96	91	6.14
NUM CNC Solutions	63	57	96	71	5.82
Ottomatics Inc	63	72	93	80	1.69
Slidematic Precision Components	63	74	78	83	6.33
Okuma America Corp.	63	85	56	92	5.24
Emmegi	62	80	96	80	10.65
Kansas Gun Drilling, Inc.	62	80	81	81	5.88
CNC Engineering, Inc.	62	89	78	86	6.96
Pinnacle Machine Tools, Inc.	62	89	78	90	6.03
Integrated Machinery Systems	62	90	74	93	7.17
Machine Tool Builders, Inc.	61	70	63	84	10.25
Vibcon Corp.	60	94	96	100	4.53
Vinston US Corp.	60	87	70	71	7.81
Free Force Machining Technology Inc.	59	94	96	86	12.49
Ditto Sales, Inc.	59	69	93	86	3.43
CNC Zilla	59	90	93	77	10.30
Olympic Tool & Die	59	96	78	93	10.26
York Penn Machinery	59	85	74	97	7.67
Dan's Machine Tool, Inc.	59	78	70	69	4.43
Marubeni Citizen-Cincom, Inc.	59	88	48	85	6.81
SMT Industries, Inc.	58	89	100	98	8.11
Romaxx CNC Systems	58	92	96	93	12.97
Billor McDowell	57	90	100	90	11.93
Star SU LLC	57	96	74	81	7.90
CNC Electronics LLC	57	87	56	99	10.13
OptiPro Systems	57	81	52	84	11.30
Novakon Systems Ltd.	56	79	96	90	4.69
Multicam, Inc.	56	88	96	91	9.28
North Texas Machine Tool & Group	56	90	81	90	12.03
EZset LLC	56	56	74	77	8.91
Konar Precision Manufacturing	56	73	74	92	8.58
Barth Industries Co.	55	83	96	79	11.36
Index Corp.	55	74	78	100	12.12
Milltronics	55	88	78	82	41.51
Involute Gear	55	43	70	58	3.14
EMCO MAIER Corporation	53	81	96	100	14.58
CNC Parts Dept., Inc.	53	100	78	100	8.08
Boucherie USA, Inc.	53	58	78	93	19.30
Joseph Machine Company	53	83	74	84	7.64
Av Tech Machine Tools	51	79	56	67	21.43
Fastems, LLC	49	89	56	93	15.59
Schmiede Corp.	48	84	78	86	12.50
HERMLE USA Inc.	47	87	78	86	8.52
AXYZ Routers	46	98	67	83	26.73
CNC New, Inc.	46	83	52	87	16.55
KP Walsh Associates, Inc.	45	77	100	85	6.21
JTEKT Toyoda Americas Corp.	45	86	78	83	11.80
Ingersoll CM Systems LLC	45	92	78	86	12.46
Biggers Machine Products	44	79	78	100	3.78
Industrial Tool, Inc	44	80	59	77	13.94
Thermwood Corp.	44	69	48	82	38.04
Builders Automation Machinery Co.	43	86	100	91	31.01
Automatics & Machinery Co.	43	100	100	100	10.84
GF Machining Solutions LLC	43	83	93	79	7.27
APSX LLC.	43	58	78	82	10.56
Lindquist Machine Corp.	43	88	78	100	5.14
Dacc	43	63	59	64	47.26
KNUTH Machine Tools USA, Inc.	42	79	100	86	10.36
Peerless Machinery	42	90	81	90	11.28
Power Automation America, Inc.	42	96	74	71	12.97
HowesTemco, a div. of NN, Inc.	42	86	74	83	8.54
DMG Mori	41	90	96	93	23.12
Jcem Usa	41	82	81	79	14.48
Sugino Corp.	41	96	78	96	12.01
Eastman Machine Company	41	84	74	84	12.08
Arthur Machinery, LLC	41	68	74	77	11.51
Plasmacam	41	87	59	89	14.67
Cedar Hollow Sales, Inc.	40	84	100	92	6.70
Perfection Machinery Sales, Inc.	40	93	52	98	10.00
JKL Machinery	39	85	56	86	9.92
MCNC Precision Engineering Corp.	39	86	44	92	5.89
Moore Tool Company	38	70	78	86	22.90
Voortman Corp.	38	67	74	82	10.58
Colonial Tool Group, Inc.	38	87	74	93	8.02
Bullen Ultrasonics	37	92	100	99	8.63
Glassline Corporation	37	84	93	77	16.80
Detroit Machine Tools	37	75	74	83	11.39
Mazak Corporation	37	68	70	70	12.25
TruCut Fabricators	37	66	70	100	9.55
Powermatic Foundry	36	91	37	91	23.76
Hurco Companies, Inc.	36	79	26	84	27.30
Beta Die Casting Equipment Inc.	35	86	70	85	14.56
Dixon Engineering & Sales Co.	35	94	63	100	8.75
T.A. Systems (Totally Automated Systems)	34	90	100	83	9.43
Delta Tau Data Systems	34	85	41	93	13.68
WAFIOS Machinery Corporation	33	78	78	98	22.23
Stainless Works	33	76	74	84	9.05
Astro Machine Works	33	92	59	83	9.81
GBI Cincinnati, Inc.	33	100	33	93	11.56
Biesse America	32	86	96	85	12.04
Sodick, Inc.	32	82	74	71	11.56
Koike Aronson Ransome	32	88	70	85	34.74
EZ Router, Inc.	32	75	48	93	7.92
BLM Group USA Corp.	31	84	56	89	21.60
Syil America	31	93	52	89	11.79
DAES Group	30	93	96	100	5.62
Effective Production Solutions, Inc.	30	74	78	91	14.18
SOTECH Corp.	30	74	74	91	11.74
Unison North America	28	83	74	93	11.26
Braxton-Bragg	28	60	0	77	65.61
ESAB Welding & Cutting Products	27	90	52	85	27.54
Anderson America Corp.	27	91	52	99	21.19
Glenco Woodworking Machinery Inc	27	85	48	91	22.63
Expand Machinery, LLC	26	78	78	90	7.97
Buffoli North America, Inc.	26	90	48	78	11.92
Criterion Machinery, Inc.	26	77	44	97	10.05
Laguna Tools	24	84	74	89	8.83
B & G Manufacturing Company, Inc.	21	85	56	92	8.57
NSH USA	18	81	70	85	12.36
AIM, Inc. (Automated Industrial Machinery, Inc.)	14	88	89	92	24.58
Northwest Machine Technologies	12	58	52	84	13.20
MDA Precision	10	82	70	91	24.53
Haas Automation, Inc.	2	70	78	76	13.18
MasterControls, LLC	0	85	0	0	error
Cheek Machine	Error	Error	Error	Error	Error
Ray Jacobs Machinery Co.	Error	Error	Error	Error	Error
EM Wave Inc.	Error	Error	Error	Error	Error
Calidad Machinery & Equipment, Inc	Error	Error	Error	Error	Error
Jewett Machine, Inc.	Error	Error	Error	Error	Error
Kent Industrial USA, Inc.	Error	Error	Error	Error	Error
United Precision Services	Error	Error	Error	Error	Error
Machine Tool Research, Inc.	Error	Error	Error	Error	Error
Haven Manufacturing	Error	Error	Error	Error	Error
Chiron America, Inc.	Error	Error	Error	Error	Error
Absolute Machine Tools, Inc.	Error	Error	Error	Error	Error
MSC Industrial Supply Co.	Error	Error	Error	Error	Error
CNC High Tech Machinery	Error	Error	Error	Error	Error
Tsugami / Rem Sales	Error	Error	Error	Error	Error
SteelTailor	Error	Error	Error	Error	Error