Jumping out of the race to the bottom and onto the cover of TIME Magazine.

Helping a Canadian PCB firm buck the trend of customers going offshore.

 

Jumping out of the race to the bottom and onto the cover of TIME Magazine.

Helping a Canadian PCB firm buck the trend of customers going offshore.

 

Jumping out of the race to the bottom and onto the cover of TIME Magazine.

Helping a Canadian PCB firm buck the trend of customers going offshore.

 

Helping a Manufacturer Make a Quantum Leap in Inbound Marketing

Challenges and Opportunities

Newly purchased manufacturer Omni Circuit Boards was caught in a race to the bottom. Not only were they locked in a constant low-margin bidding war with other vendors who seemed nearly identical, their web presence was complicated and ineffective.

Like many of their peers and competitors in the industry, the focal point of their home page was a price point. Before Omni could win business with high-quality products or excellent customer service, they had to convince buyers they were cheap enough. Even worse, their online quote request page required technical specifications on a form with 90+ questions.

With those kind of obstacles to lead generation, it’s a miracle any prospects were making contact at all.

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Omni Circuit Boards
[ Manufacturing ]

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omni circuit boards website and marketing rebrand and relaunch

Solutions

KAYAK was engaged to create a credible, contemporary website with lead capture opportunities to generate new business online (the company's only source of new leads).

Although Omni would still require the submission of technical files to provide a manufacturing price, the task of analyzing the details was shifted to an in-house team, drastically simplifying the process for prospects. Instead of being confronted with dozens of questions, interested buyers now only had to answer four to get the quotes they needed.

Outcomes

After examining the websites of Omni’s competitors, Kayak made the recommendation to revamp the visuals and stress customer service and quality, in sharp contrast to industry norms. Additionally, we advised Omni to do away with the long, complicated specification quote forms that were prevalent on so many printed circuit board websites.

simplified-form

With a cleaner look, better content, and an improved lead gathering structure in place, Omni attracted a 600% increase in inquiries during the first month following their site relaunch, with 50% of those converting into new customers. After three months, the website was generating an astonishing 250%-plus increase over leads based beyond those initial successes, with a 70% conversion rate. That meant a flood of new business for a previously struggling company!

Eighteen months later, Kayak and Omni teamed up again to present the company’s Aluminum Circuit Board Case Study, which attracted the attention of both CERN and NASA and led to a collaboration with D-Wave Systems, landing both companies on the cover of TIME Magazine.

printed circuit board displayed on the cover of time magazine

"So what can you do with exposure like this other than trying to find ways to casually slip it into a conversation with family, friends, customers, suppliers, cashiers and busboys? Updating the home page of the website certainly seemed credible. Spamming the information to every email contact we had ever collected just seemed wrong. But perhaps a short blog about our exposure will suffice." – Paul Jackson, OMNI Circuit Boards

TIME Magazine cover photograph by GREGG SEGAL FOR TIME

 

Baseline Score: 19/100
Score at time of Writing: 74/100
Improvement 20 days from reLaunch: +55

SEO benefit: following Kayak's ethical content marketing strategies – EMA - Omni Circuit Boards was able to dominate Google search results with an incredible FIVE page one results on their target keywords.

Learn more about KAYAK's approach to focusing on business goals with you.

Note: website scores fluctuate with competition, activity, social engagement and algorithm changes. Further, KAYAK clients are empowered to manage their own sites. As such, a site may transform significantly over time.

 

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building a better business website book by Randy Milanovic
Kayak Online Marketing's 3 Essential Worksheets for Online Marketers free download
findability book by Randy Milanovic including the 21 new rules of content marketing