Of 122 manufacturer homepages we checked on 21 October 2026, 25 run on WordPress and 15 on Adobe Experience Manager, while Webflow runs one and HubSpot CMS five. Across the web, W3Techs puts Adobe Experience Manager on 0.1% of sites with a known CMS, so manufacturing uses the enterprise platforms at many times their web-wide share.
This page sets our check against W3Techs share by site rank, HTTP Archive field speed by platform and two surveys of who runs the website. Every figure carries its source and date. We build marketing sites in Webflow, so the bias is stated; the counts are what each site's own code shows.
What 122 manufacturers run their websites on
No one publishes a census of manufacturing website platforms. W3Techs and the HTTP Archive report by site rank, not by industry. So we built a sample.
Method. We listed 122 manufacturers in five groups: 30 large US industrials from the Fortune 500, 30 small and mid-cap listed industrials, 25 private and family-owned manufacturers in the US, Germany and Switzerland, 17 contract and on-demand manufacturers, and 20 young hardware and industrial companies. It is a judgement sample, not a random one. On 21 October 2026 we fetched each homepage with an ordinary browser request and read the HTML and headers for platform fingerprints: Adobe's clientlibs and DAM paths, Sitecore media paths, Optimizely's globalassets folder, WordPress's wp-content, generator tags and framework build files.
Manufacturers block bots far more than software vendors do: 34 of the 122 refused the plain request. We retried those through a rendering proxy, then a recent Wayback Machine copy, then robots.txt. Parker Hannifin, Nordson and Ingersoll Rand stayed blocked and are counted as not identified.
| Platform | Homepages | Examples |
|---|---|---|
| WordPress | 25 | Timken, Hillenbrand, Flex, Sanmina, Fictiv |
| JavaScript framework or headless build | 21 | Formlabs, Hadrian, Anduril, Xometry, WAGO |
| Adobe Experience Manager | 15 | Caterpillar, Honeywell, Emerson, Eaton, STIHL |
| Other packaged CMS | 15 | Deere (CoreMedia), Otis (Liferay), PACCAR (Umbraco), Trumpf (TYPO3) |
| Sitecore | 7 | Johnson Controls, AMETEK, Swagelok, Andersen |
| Optimizely (Episerver) | 5 | Xylem, Hypertherm, Badger Meter, Columbus McKinnon |
| HubSpot CMS | 5 | Federal Signal, Park-Ohio, Machina Labs |
| Drupal | 4 | GE Aerospace, Wabtec, Stanley Black & Decker, Cummins |
| SAP Commerce storefront | 4 | Festo, SICK, LAPP, Kennametal |
| Investor-relations platform (Q4) | 3 | Helios Technologies, Enpro, Insteel |
| Webflow | 1 | Standard Bots |
| Wix | 1 | Seurat Technologies |
| Custom build, no CMS fingerprint | 13 | 3M, ITW, Endress+Hauser, Beckhoff, Kärcher |
| Not identified, bot protection | 3 | Parker Hannifin, Nordson, Ingersoll Rand |
Source: Octo Agency check of 122 manufacturer homepages, 21 October 2026
The headless line hides some enterprise use. Andersen runs Sitecore's cloud product behind a Next.js front end, and Kohler and Emerson mix Adobe components with Next.js; we counted all three under the CMS. Seven of the 13 custom builds belong to German or Swiss family companies whose in-house systems leave no public fingerprint.
The platform follows the size of the company
The split by group is sharper than the overall count.
| Group | Firms | Adobe | Sitecore or Optimizely | WordPress | Framework or headless | Drupal or other packaged CMS | Commerce or IR platform | HubSpot, Webflow or Wix | Custom or not identified |
|---|---|---|---|---|---|---|---|---|---|
| Large US industrials | 30 | 10 | 4 | 1 | 1 | 9 | 0 | 0 | 5 |
| Small and mid-cap listed | 30 | 1 | 4 | 10 | 2 | 4 | 4 | 3 | 2 |
| Private and family-owned | 25 | 4 | 4 | 0 | 5 | 1 | 3 | 0 | 8 |
| Contract and on-demand | 17 | 0 | 0 | 10 | 2 | 4 | 0 | 1 | 0 |
| Young hardware and industrial | 20 | 0 | 0 | 4 | 11 | 1 | 0 | 3 | 1 |
| All | 122 | 15 | 12 | 25 | 21 | 19 | 7 | 7 | 16 |
Source: Octo Agency check, 21 October 2026
Large industrials. Adobe dominates: ten of 30, including Caterpillar, Honeywell, Carrier, Trane, Graco and Pentair. Only Timken runs WordPress.
Small and mid-cap listed industrials. WordPress leads with ten of 30, HubSpot CMS runs three (Gorman-Rupp, Federal Signal, Park-Ohio), and Helios, Enpro and Insteel run the corporate site on Q4, a platform built for investor relations. For some smaller listed manufacturers, the investor-relations vendor runs the whole website.
Contract manufacturers are the most uniform: ten of 17 on WordPress, from Flex and Sanmina to Fathom and Approved Sheet Metal.
Young hardware companies build in code: Hadrian, Divergent, Formlabs, Path Robotics and Saronic on Next.js, Velo3D, Formic and Isembard on Astro, and Anduril on a custom front end over Sanity. Standard Bots is the only Webflow site in the whole sample.
Web-wide share against the manufacturing count
W3Techs surveys well over 20 million sites, ranks them with Chrome UX Report and Tranco data, and counts a CMS if it finds it on any page of a site. Our check counts homepages only, and W3Techs does not count a framework as a CMS, so the comparison is rough.
| Platform | All sites with a known CMS | Top 1,000,000 | Top 10,000 | Manufacturer homepages, of 122 |
|---|---|---|---|---|
| WordPress | 58.3% | 48.3% | 50.7% | 25 |
| Adobe Experience Manager | 0.1% | 1.0% | 5.3% | 15 |
| Drupal | 0.9% | 3.7% | 6.7% | 4 |
| Webflow | 1.2% | 1.5% | 2.3% | 1 |
| HubSpot CMS | 0.2% | 1.0% | 1.1% | 5 |
| Sitecore | Less than 0.1% | 0.3% | 0.4% | 7 |
| Optimizely | Less than 0.1% | 0.2% | 0.4% | 5 |
Sources: W3Techs ranking breakdowns, 21 October 2026; Octo Agency check, 21 October 2026
Manufacturing looks like the top 10,000 sites, not like the web: enterprise platforms are common and WordPress runs about a fifth of homepages, well under its web-wide share. Our Legal Tech Website Platform and CMS Statistics 2026 post counted 21 Webflow homepages among 80 legal-tech vendors; here it is one in 122. With samples this size, read the counts as direction.
HubSpot and marketing automation on manufacturer sites
HubSpot CMS runs five homepages. HubSpot as a CRM shows up more often but still rarely: its tracking or forms scripts appear in the homepage code of 14 of the 122 manufacturers, five of them young hardware companies. Pardot code appears on nine homepages, mostly mid-cap and contract manufacturers, and Marketo on four, including Honeywell and Corning. These are floors, because scripts loaded through a tag manager do not show in the HTML.
That fits what manufacturers say about their stacks. In the Content Marketing Institute's 2025 manufacturing survey, 58% of manufacturing marketers say their tech stack lacks the ability to automate repetitive tasks, and the same share say it lacks streamlined data management and reporting. Our Manufacturing Demo Request and Lead Form Statistics 2026 post covers what happens to the quote form once it is sent.
Field speed by platform in the top million
The HTTP Archive pairs Chrome's real-user data with technology detection. An origin passes when at least 75% of real visits are good on loading, responsiveness and layout stability. Treat these as base rates for each platform, not a manufacturing benchmark.
| Platform | Top 1M origins measured | Top 1M pass rate | All origins pass rate |
|---|---|---|---|
| TYPO3 CMS | 2,577 | 74.4% | 80.3% |
| Umbraco | 550 | 70.9% | 76.4% |
| Optimizely Content Management | 470 | 62.6% | 71.1% |
| Drupal | 11,658 | 58.6% | 64.7% |
| WordPress | 110,537 | 50.1% | 48.3% |
| Webflow | 2,635 | 49.8% | 71.3% |
| HubSpot CMS Hub | 704 | 45.2% | 60.0% |
| Liferay | 1,135 | 41.9% | 43.6% |
| SAP Commerce Cloud | 678 | 35.3% | 36.1% |
| Sitecore | 1,732 | 34.5% | 39.3% |
| Adobe Experience Manager | 4,542 | 33.2% | 33.9% |
| Next.js | 39,764 | 25.5% | 35.7% |
Source: HTTP Archive Core Web Vitals Technology Report, September 2026 dataset, read 21 October 2026
The platforms large manufacturers favour, Adobe, Sitecore and SAP Commerce, pass between 33% and 36% of the time in the top million, against about 50% for WordPress and Webflow. TYPO3 and Umbraco, used by Trumpf, PACCAR and Protolabs, pass most often.
Who owns the website: the survey data
Platform choice is also an ownership choice. The Content Marketing Institute's 2025 manufacturing report, from 104 manufacturing marketers surveyed in June to August 2024, found only 21% say they have the right technology. A further 36% have it but are not using it to its potential, and 35% have not acquired it. Seventy-six percent published blogs on their corporate website, and 49% rate those blogs among their most effective channels.
Webflow's 2026 State of the Website report is a vendor-commissioned survey run by Vanson Bourne in June and July 2025 among 1,000 marketing and technical leaders in the US, UK and Canada; 10.5% work in manufacturing or consumer goods. It splits delivery problems by platform type.
| Platform type | Struggled to deliver on time | Struggled to stay on budget |
|---|---|---|
| Custom build | 60% | 66% |
| Traditional CMS | 49% | 51% |
| Headless CMS | 45% | 65% |
| Digital experience platform | 41% | 50% |
Source: Webflow, The 2026 State of the Website, collaboration chapter, survey June to July 2025
In the same survey, 93% of marketing leaders say they are at least somewhat reliant on developers, agencies or outside expertise to change the website, 92% of organisations say update requests are growing in size and complexity, and only 34% of technical leaders are completely satisfied with their website. Read these as a vendor's framing: Webflow sells the marketer-owned model, and the DXP row is the one that comes out best.
Buyers are moving online regardless of platform. A Channel Marketing Group and BigCommerce survey of 345 industrial supplies buyers found 65% had made at least one online purchase in 2025, against 45% in 2018 (Digital Commerce 360, June 2025). BigCommerce sells ecommerce software, so treat that as a vendor figure.
What this means for a manufacturing website: a five-page test order
The 122 homepages show four working models: an enterprise DXP run with IT, WordPress run by marketing or an agency, a commerce storefront that doubles as the website, and a coded front end run by engineers. The counts do not tell you which fits your team. Before committing, we would rebuild five pages on the candidate platform and test them in this order.
1. One product family page. The template a manufacturer repeats most, with specifications, downloads and CAD links. Time how long a marketer takes to publish a second one without a developer.
2. Homepage. The heaviest page, with the dealer locator, cookie banner and analytics tags. Measure mobile Core Web Vitals with the real tag stack loaded, against the 33.2% Adobe and 50.1% WordPress top-million base rates.
3. Industry or application page. "For food processing" or "for automotive" pages carry most organic search. Check the CMS can relate them to products without copying content.
4. Request a quote. The form, its CRM connection and the routing to a rep or distributor, tested end to end with a tagged ad click.
5. A resource hub from the CMS. Import 50 real datasheets, case studies and articles, and check URLs, file hosting and redirects survive.
In our own work, as a white-label partner to Web Tonic, we built more than 20 Webflow sites in twelve months at two to three weeks each, and the largest CMS held over 1,200 items. We build marketing sites in Webflow and applications in Next.js, and we quote each build per project. Our marketing websites service page explains how we scope a manufacturing site.
