CASE STUDY

Web marketing strategies for technology industry

AZIENDA:Vision Engineering Ltd

CATEGORIA:Manufacturing Industry

Vision Engineering Ltd is a leading company in the supply of microscopy and optical measurement systems, with over 60 years of experience in manufacturing patented optical and digital stereo microscopes used worldwide. Vision Engineering stands out for providing cutting-edge and ergonomic solutions to improve inspection and production processes in various industries.

RESULTS

After the new website launch in September 2020, Vision Engineering turned to Cdweb to implement an effective marketing and lead generation strategy, which began in June 2021. A strategy designed for the industrial B2B sector and concentrated over 8 months, it delivered encouraging results already in the first quarter.

+35% increase in IT organic traffic
+53 high-traffic keywords on the first page
Increase in conversions

*Comparison data from the website launch in September 2020 through December 2020 versus the period from September 2021 to December 2021.

CUSTOMER SATISFACTION

“We are happy to collaborate with the Cdweb team both for the results we are achieving and for the collaborative atmosphere that is defining our relationship. They were great at understanding our needs and professional in communicating directly with our UK headquarters.

I recommend them to anyone looking to turn their website from a product showcase into a lead generator.”

— Michelangelo Prendin

THE CHALLENGE

Vision Engineering aimed to achieve a strong level of visibility in the national market, emphasizing its role as a global leader in providing cutting-edge optical systems and innovative solutions capable of accelerating and improving industrial production processes.

We faced major industry giants — Vision Engineering’s direct competitors in the manufacturing and supply of industrial microscopes and measurement systems. This made the challenge even more intense.

THE PROJECT

1. COMPETITOR ANALYSIS & KEYWORD STRATEGY

The first step in Vision Engineering’s project was the study of the starting scenario, with theanalysis of the maincompetitors, their strengths on the web and the strategies implemented for their positioning.

From this analysis, we drew useful information for the subsequent keyword strategy, with the confirmation of the sector’s ‘top’ keywords and the identification of some very interesting niche keywords.

2. SEO OPTIMISATION & LOCAL STRATEGY

After defining the way to implement our digital strategy, theonsite optimisation of www.visioneng.it was started, starting with the application pages and then proceeding to the product pages. Excellent results were obtained with the positioning of relevant keywords already in the first month. On a local level, the optimisation of Vision Engineering Italia’s Google My Business tab, which now boasts almost 1,500 views per month, also helped the site’s positioning.

3. CRO OPTIMIZATION

Parallel to the SEO optimisation work and the work to improve the technical part of the site, guidance was also given for the creation of ad hoc content and the improvement of messages and call-to-actions, with a view to increasing conversions.

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