Would You Rather Triple Leads or Conversion Rate? Williamson Did Both

Williamson Corporation is a custom manufacturer of infrared temperature sensors (pyrometers) used for process control. Their pyrometers are used for industrial applications in the steel, aluminum, petrochemical, and vacuum furnace industries. They pride themselves on their technically-savvy team, their unique, customized solutions, and their customer service.

VISIT WILLIAMSONIR.COM

“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. Instead of selling us on their capabilities, they asked us questions about our business, our challenges, and our goals. New Perspective truly outperformed our expectations. Their commitment to continuous improvement and growth driven design is also impressive, and I am thrilled to keep working with them to implement an effective inbound marketing program”

Tom Huff

Williamson

The Challenge

Inbound and digital marketing were not new concepts to Williamson. They knew it was important and they had begun some inbound efforts to point prospects to their website. They had even invested in HubSpot. However, without a dedicated marketing team, these efforts were time-consuming, labor-intensive, and hard on their team. They were not seeing results from their inbound efforts, and it was time for a change.

Williamson sought a strategic digital marketing partner who could help propel their inbound marketing efforts and improve the performance of their website. They wanted an agency to help them build brand awareness and become known as a trusted, informative company in the B2B manufacturing space.

Williamson had three primary goals when they reached out to New Perspective. These were:

  • Improve their customer journey
  • Strengthen their brand presence
  • Increase the power of their marketing engine

The first step was to build a new website. The final product was a responsive WordPress site featuring a completely new site architecture and navigation. Additional highlights include bold full-width imagery showcasing their target industries, a custom resource library, and an intuitive sales representative locator.

As soon as their website was launched, we began to create an inbound marketing strategy that would bring in new prospects and help them make a purchasing decision.

One challenge at this stage was the competition: Williamson works in a very competitive industry, competing against a wide range of very big businesses. On top of that, Williamson uses a lot of terminologies that are specific to their unique brand, which made it difficult for potential customers to find them. We aimed to help Williamson create marketing assets that speak to their audience and help their website rank highly—all while maintaining their own brand identity.

We worked with Williamson to develop a game plan. This was a strategic approach that included the inbound marketing tactics that we thought were most likely to deliver results based on their unique customers, competition, and product. These were highly targeted, strategic tactics that aimed at helping Williamson meet their goals.

The Solution

Williamson sought a strategic digital marketing partner who could help propel their inbound marketing efforts and improve the performance of their website. They wanted an agency to help them build brand awareness and become known as a trusted, informative company in the B2B manufacturing space.

In order to help them hit their company goals for the year, we:

  • Developed a plan to align marketing and sales
  • Created a content strategy to speak to their multiple buyer personas
  • Launched a fully redesigned and modernized website
  • Optimized their core website pages to help increase their Google search rankings

Results

The results speak for themselves: after the launch of their website and marketing strategy, Williamson had their best sales year ever. Their newly redesigned website, along with their targeted inbound marketing tactics, allowed them to attract new leads and turn them into customers. They saw a 158% increase in lead generation and a 300% increase in conversion rate.

341%

Increase In Leads Generated (Year-Over-Year)

300%

Increase In Conversion Rate

14%

Of Total Leads Come From Content Offers (Since Website Launch)

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