Printed Circuit Board (PCB) Assembly is one of the most competitive industries in the world today. The vast majority of these products are sourced from low-cost plants in Asia. Our client, a small privately-held American PCB manufacturer, needed to grow their business.
Pure Visibility stepped in to conduct a website assessment, provided Search Engine Optimization (SEO) services, and manage their Pay Per Click campaign. The end result was to increase the volume and quality of their sales leads, helping this manufacturer expand to three shifts with the added influx of business from their website.
The Challenge
Capacity utilization, as it is in most of the manufacturing industry, is the key driver of success in the PCB Industry. At the time of our initial engagement, the client’s facilities were dramatically underutilized, leading to a circle of uncompetitive proposals and ever-worsening utilization rates. The client turned to Pure Visibility to assess their website’s lead generation ability and provide recommendations to boost visitor traffic and leads.
Our Approach
When we first started with this firm, they did not have a full website, only a placeholder page. Pure Visibility coordinated the first generation of their website, optimized it, and then we launched Google AdWords and Yahoo Search Marketing campaigns to drive traffic.
After the launch of the first generation site, we had two tasks: optimizing it while gathering priorities for the next generation of the site. A team of experienced Internet marketers analyzed every portion of the client’s website traffic and usage patterns.
The effort included a Linguistic Analysis and Base SEO assessment, which led to a redesign of the site’s information architecture. Pure Visibility also coordinated the graphic design and copywriting, generating additional content was key to the success of the redesigned site.
Based on the findings of the SEO Assessment, the Client and Pure Visibility developed a website with improved content for visitors and search engine crawlers and more effective calls-to-action,bringing more people to an RFQ. Finally, Pure Visibility managed ongoing Pay-Per-Click campaigns that matched and reflected the Client’s new marketing focus.
The key recommendations of the SEO Assessment were to:
- Develop an online sales funnel strategy by identifying the required areas of consideration by a customer and providing more effective calls to action.
- Improve website content by placing increased emphasis on key differentiating characteristics, such as high product quality, versatile manufacturing approach, and commitment to customer relations.
- Based upon the keyword analysis, revise the keywords and bidding rates for the client’s PPC campaign.
- Guide development of new, SEO-optimized website.
The Results
The results of our efforts reflect the incredible potential of an integrated Search Engine Marketing strategy. As expected, total visitors increased, but, more importantly, the increase in qualified leads after the new site went live is the real indicator of the strategy’s success.
Volume of qualified leads annually has increased by 20 percent since the site redesign, a bounce was apparent to all within the first month after the redesign’s release. In fact, the client secured enough new business in the first month to cover the cost of the entire web site redesign, and is now so busy that they had to start a third production shift to manage demand.
The client also enjoyed an unexpected benefit in terms of customer service and sales. Because so many leads were being generated by the website, the client was able to reallocate their sales force, changing their emphasis from lead generation to lead qualification and account management. This improved the company’s already excellent customer service, further differentiating them from the competition. They Own Page One for PCB Assembly.
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