Oil & Gas

Website Design for Oil & Gas Companies

This guide explains how to build an oil sector website that proves competence to procurement officers in 30 seconds. You will learn the exact 8 to 12 page taxonomy needed to drive RFQ submissions.

Converting Qualified Oil and Gas Procurement Officers

A procurement officer searching "downstream EPC contractor Texas" or "ONGC approved pipeline contractor" is not browsing your website for entertainment. They arrive qualified, with an OEM list, an API spec, and a reference check already running. They will spend about 30 seconds deciding whether to call, email, or move on.

That is the entire job of the site. Be a signal that the company is real, certified, reachable, and competent, in the order an inspector scans a rig skid.

We looked at the two anchor categories in our the competitor benchmark (n=2 sites, 9 pages) and the nine inner pages that flow from them. The norms are clear: every page ships with a carousel (100%), about half use a comparison table (50%), half surface WhatsApp (50%), half surface a phone number (50%), and half use a stats counter (50%). The gaps are louder: 0% of pages have FAQPage schema, 0% ship a Request-for-Quote funnel. Both findings shape what follows.

A site that meets the norms and closes the two gaps will out-perform anything currently ranking in the India plus US oil and gas mid-market. Here is what it needs.

What the site needs (page taxonomy)

A mid-market oil and gas site in 2026 runs on a flat taxonomy of 8 to 12 pages, each with a single, testable job. We use this skeleton on every rebuild:

• Home: name the scope, prove it in 5 seconds, route to RFQ or call. Push CGD, EPC, IOR, O&M, and instrumentation keywords above the fold.
• Services (/services/): one service per URL, with a Service JSON-LD block. Split upstream / midstream / downstream, then sub-divide by service line.
• Capabilities (/capabilities/): tell the engineer what you can machine, weld, test, certify. ASME, API, ISO 9001, PED, CE, OISD numbers go in a table, not a sentence.
• Projects (/projects/): three recent projects per region, with measurable outcomes. Country, client sector, year, value band, scope summary.
• Project case study (/projects/<slug>/): one signed reference anyone can show their procurement team. Reference contact, scope, duration, certifications used.
• About (/about/): who runs this, what they are certified for. Director DINs (India) and EIN / DOT (US) where applicable.
• Careers (/careers/): where to send a CV, who reads it. Active hiring regions, CV-to-call turnaround.
• Resources (/resources/ or /blog/): one rankable answer per buyer question, monthly cadence, run by your build partner.
• Contact / RFQ (/contact/): a working RFQ funnel with three fields, not twelve. Picks up WhatsApp, phone, and email in parallel.
• Legal (/terms/, /privacy/): compliance without fuss. India IT Rules plus US CCPA if you ship across both.
• Thank-you (/thank-you/): confirms receipt, sets expectations for the next contact. Aim to pick the conversation up under 60 seconds.

The taxonomy is not a CMS template. Each URL needs a unique H1, a one-paragraph answer to the buyer's first question, and one of the JSON-LD blocks from section 4. The common failure case we see in our the competitor benchmark: the homepage carousel repeats the same tagline across every slide, and the URL never answers a specific buyer question.

Components that convert

our competitor benchmark data says almost every oil and gas page leans on the same five levers: carousels, tables, WhatsApp, phone, and a stats counter. Treat them as load-bearing, not decorative.

Three observations from the table.

First, the components you already have are not the problem. A carousel and a WhatsApp button are fine. The problem is repetition without persuasion. If slide one and slide five say the same thing, you have burned the buyer's 30 seconds.

Second, the two gaps in this market are the RFQ funnel and the FAQ block. If you ship both, you win the long tail of procurement searches. AI answer engines - ChatGPT, Perplexity, Google AI Overviews - pull from exactly these blocks first. Both get wired up in section 4.

Third, capacity tables beat prose. A buyer searching "ISO 9001 ASME U2 stamp welding shop Pune" needs that string on the page. If your capabilities page only says "We are certified", you will not catch them.

In practice, the rebuild lands in three folds. Top fold: hero carousel with scope and CTA. Middle fold: capability table with cert row, project carousel, stats counter. Bottom fold: RFQ funnel and FAQ block. Each component has one named job, and each is tied to one JSON-LD block.

SEO and AEO (JSON-LD plus llms.txt)

The two layers matter differently. SEO puts you on Google. AEO - Answer Engine Optimization - puts you inside ChatGPT, Perplexity, Google AI Overviews, and Bing Copilot when a buyer asks which EPC contractor in Mumbai handles ASME U2 work for a 24-month project, or which US midstream operator is API 1164 compliant in Texas.

Both layers are mechanical once you ship the markup. Five JSON-LD types cover 95% of an oil and gas site, and one plain-text file (llms.txt) tells AI assistants exactly what your site offers.

Schema block 1: Organization. Sits in the site <head> on every page. Name, logo URL, address, country-specific phone, registration numbers (CIN / DIN for India, EIN / DOT for the US), social profiles, contact point. This anchors your brand across every AI summary.

Schema block 2: Service. One per service URL, for example /services/asme-u2-welding/. Name, description, provider, area served (city or country), service type. This is what Google shows for service-specific searches and what AI engines quote when asked about scope.

Schema block 3: FAQPage. Marked up on the FAQ block at the bottom of every service and home page. 5 to 8 buyer questions per page. The eight questions that come up on every oil and gas brief we read are: certifications, regional coverage, project size range, RFQ submission path, lead time, callback SLA, payment terms, and post-handover support. Match those.

Schema block 4: BreadcrumbList. On every inner page. Tells the buyer and the crawler where this URL sits in the taxonomy. Adds sitelinks to Google.

Schema block 5: OfferCatalog or Product. On the capability or shop-equipment page. Tells engines you have capacity, throughput, and cert per SKU. This is the JSON-LD type that closes our competitor benchmark's 0% gap on its own.

After the JSON-LD, ship one static file called llms.txt at the root. The spec, last updated April 2026 at llmstxt.org, asks for an H1 with the site name, a one-line blockquote summary, optional H2 sections, and Markdown bullet links with descriptions. AI coding assistants and RAG pipelines read this file first to learn what your site covers. A flat text file with 30 to 80 curated URLs beats leaving the model to crawl the whole sitemap.

Audit workflow after deploy: push each schema through Google's Rich Results Test and the Schema.org validator. Push the home page through Perplexity and ChatGPT browse with a real procurement question. If the answer does not include your brand and your certs, you have not shipped the markup correctly.

Common mistakes

We rebuilt our first oil and gas site in 2019. We have made, and watched competitors make, the same dozen mistakes. Six come up on every project.

Lead with stock photos of refineries. Procurement officers have seen the same three refinery photos ten thousand times. Use your rig photos, your welding shop, your QA lab, your team. Stock images read as filler, and they signal a marketing site, not an operator.

Same phone number for India and the US. Buyers dial a US number and reach a Mumbai desk, or vice versa. Use click-to-call with country-specific numbers in a sticky header, plus a separate toll-free for the US office.

Long RFQ forms that nobody finishes. Twelve-field B2B forms cut completion by roughly 80%. Three fields and a WhatsApp button catch the same lead; your sales team fills in company size on a follow-up call within the hour. our competitor benchmark shows 0% of sites ship a working RFQ funnel, which is why every query-receiving site wins on this one point alone.

No physical proof. No project list, no certification row, no client sector tagged. Procurement does not trust a sentence; it trusts a table.

Missing JSON-LD across the site. Schema is not optional in 2026. our competitor benchmark shows 0% of pages have FAQPage. Every site we ship starts with the five-schema baseline: Organization, Service, FAQPage, BreadcrumbList, OfferCatalog.

No content cadence. A B2B site with five pages and no blog stops ranking inside 12 months. One rankable answer per buyer question, every month, on a content calendar your build partner runs, is the difference between page 1 and gone.

FAQ

What does a fixed-price rebuild cost? Plact ships three written tiers (Starter, Standard, Pro) before kickoff. You see the page list, the components, and the price in writing, with no separate sales call.

How fast is delivery? Plact ships rebuilds in days, not weeks, and the site stays managed and reported on every month after go-live.

Will the AI engines pick this site up? Yes, by default. We ship the five JSON-LD types and an llms.txt file at the root. AI engines that respect those standards read your service and FAQ markup first, and your page text second.

Can you keep the existing domain? Yes. If you do not have a domain, we register one in the country you operate from: .com for cross-border US-India work, .in for a primary India footprint.

Do you handle both countries in the same build? Yes. We ship one Plact instance per company, with country-specific click-to-call, country-specific certification rows, and a single repository of content. Markets currently served: USA, UAE, UK, India, Singapore.

What happens after launch? We run it. Content, reviews, Google Maps push, monthly report. The point is not to hand you a website. The point is for the website to keep bringing qualified leads.

About Plact + next step

Plact builds B2B websites and then runs them. Fixed prices, written guarantee, no sales call. We serve HVAC, dental, legal, real estate, NBFC, and manufacturing today; the oil and gas pillar above applies the same model to the EPC, midstream, O&M, and services segment in India and the US. Backed by Halfcute Internet Private Limited.

Next step, three lines:

1. Email hello@plact.work with your current URL and the cities you serve.
2. We send back a rebuild plan - page list, components, JSON-LD scope - and a fixed price inside one working day.
3. You sign and we build; no call required.