Repositioning, reconfiguring and reorganizing Omni Circuit Boards for success

Lead Capture Website Case Study

Lead Capture Website Case Study

Omni Circuit Boards
Marketing Alignment

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

Omni Circuit Boards is a prototype circuit board (PCB) manufacturer based in Richmond, BC. Before working with KAYAK, they were locked in a low-margin bidding war with other seemingly identical vendors. Omni’s website was complicated and their sales focus was on price rather than value, expertise and service. Lastly, their online quoting system was super techical, lengthy and overly complicated at 90+ questions (sadly, an industry norm).

Goals and Objectives

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

Omni Circuit Boards lead capture website

Solutions

simplified-form

After examining the competing websites, Kayak made the recommendation to update the visual appearance – and more importantly – emphasize customer service over price point, 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 and replace it with a much simpler 3-question quote request form.

Although Omni would still require the submission of technical files to prepare a quote, the task of analyzing the details was shifted to their in-house team, drastically simplifying the process for prospects. Instead of being confronted with dozens of questions, interested buyers now only need to answer three questions to receive the quote. And, given OMNI already had the file, the project could go into production almost immediately.

Outcomes

Aluminum Trace Design KitWith a cleaner look, well-designed 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% increase over leads beyond those initial successes, with an incredible 70% conversion rate. And Omni Circuit Boards was able to dominate Google search results with an incredible FIVE page one results on their target keywords.

Omni Circuit Board website quality score

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

Note: website scores fluctuate with competitor activity, visitor activity, social engagement and algorithm changes.


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.