Manufacturing Website Design: 158% More Leads
A new website, persona-based content and SEO helped a family-owned pyrometer manufacturer have its best sales year ever.
The Challenge
A Specialist Product That Was Hard to Find
Williamson's pyrometers solve measurement problems other sensors can't. But a technical, custom product is hard to explain online, and buyers first need to find it.
The question was how best to introduce the brand to prospective customers. Williamson came to us with three goals.
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01
Improve the Customer Journey
Buyers needed a clearer path through Williamson's products and applications, from the first visit to a conversation with an expert.
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02
Increase the Power of the Marketing Engine
Williamson wanted a steady flow of new prospects and content that would help them reach a purchasing decision.
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03
Strengthen Brand Presence
A family-owned specialist needed to be visible to the industrial buyers searching for answers to hard measurement problems.
The Approach
How We Helped Williamson
We rebuilt the foundation first, then put it to work. Each step built on the one before it. Select a step to see what we did.
Step 1 of 4
A New Responsive WordPress Website
We launched a fully redesigned website on WordPress, with a completely new site architecture and navigation.
The responsive design works on any device and gives buyers a clearer path from their application to the right pyrometer.
Step 2 of 4
Content for Every Buyer Persona
As soon as the site launched, we built an inbound marketing strategy around it.
Content was written for each of Williamson's buyer personas, to bring in new prospects and help them reach a purchasing decision.
Step 3 of 4
Core Pages Optimized for Search
We optimized Williamson's core website pages to improve their Google search rankings. Buyers searching for help with a specific measurement problem could find the right solution.
Step 4 of 4
A Plan to Align Marketing and Sales
We developed a plan to align marketing and sales, so the new leads coming from the website reached the sales team ready for a conversation.
We approached New Perspective for a website redesign project and right from the very first interaction, I knew they were the company that we wanted to work with. New Perspective truly outperformed our expectations.
Thomas Huff
Director of Sales and Marketing, Williamson
