Case Study: TYKMA Electrox | Manufacturing Web Design Case Study

Background Information

TYKMA Electrox, a manufacturing company located in Chillicothe, Ohio, is one of our oldest clients, and they have worked with our team for years to help them increase business through their website. TYKMA specializes in industrial laser systems for a variety of industries, with a focus on laser marking, etching, and engraving systems. Their workstations can mark text, patterns, and graphics on products ranging from golf clubs to firearms and even fidget spinners.

Initial Situation

TYKMA Electrox sought to enhance their online marketing presence with the specific goal of improving inbound leads from other B2B companies via SEO services. The company was an early adopter of SEO, and this was a key channel that drove inbound leads. However, our points of contact wanted to redesign their website, and they were very concerned about losing traffic upon launching the new site. Unfortunately, this is something that happens fairly frequently.

Drops in traffic can happen because businesses that specialize only in website design and development are often not skilled in performing search engine optimization along with it. This results in many new sites being launched without the proper steps taken to preserve companies’ current SEO equity. Traffic can drop substantially and, in some cases, be lost permanently.

Because we had demonstrated our expertise in WordPress website development and B2B SEO services, we were hired by TYKMA Electrox to redesign the website with the goal of increasing traffic from search engines.

What We Did to Help

Detailed below, we provide a custom mix of search engine optimization tactics, design for conversion, and proper analytics tracking:

Search Engine Optimization
We conducted extensive initial research for their campaign, which consisted of:

Keyword research using a number of tools, such as the Google Keyword Planner in Google Ads
Competitor research to analyze what websites currently rank for their key terms and why
Off-site equity research, which included reviewing inbound links and social sharing equity, via tools such as Open Site Explorer from Moz

We used this research to map out a custom manufacturing SEO strategy and content plan for the new TYKMA Electrox website. In order to meet their goals for SEO growth after the launch of the new site, our team did the following:

Created an active and engaging presence on major social media channels such as Twitter (now X) and Facebook
Consistently added quality content to the website on an ongoing basis
Adapted to emerging internet marketing industry trends*

*On this last point, it’s worth noting that things change constantly in the digital marketing world. So, we continue to help TYKMA Electrox keep up with these shifts in SEO and social media by working with them on an ongoing basis. Two examples of this have been establishing a presence on Instagram and making their website mobile-friendly.

Conversion-Friendly Website Redesign in WordPress
Another key to improving leads from the website was redesigning it. The website not only needed to match the new branding of the company, but it also had to be well-positioned for lead generation.

TYKMA

We redesigned their website with the following goals to improve their website using manufacturing-focused web design elements:

Making the design clean and simple – Not only did this match the company branding, but it delivered better usability and navigability to site visitors.
Having strong calls-to-action on key pages – Note that the most important elements in our example above are highlighted, including the phone number at the top right and the buttons on the pages, with darker colors. These elements stand out even more because of the minimalistic design of the website.
Consolidating information on individual product pages – We used a tab format to keep vital copy above the scroll of the page. Visitors could now find the information they were looking for by clicking on the most appropriate tab, as illustrated above.

Data Tracking Through Google Analytics
It’s essential to note that before working with us, TYKMA Electrox did have Google Analytics installed on their website. However, they did not have Google Analytics goal tracking configured. This is also the case for many other clients at the start of a campaign. We love to see Analytics already installed, but it’s a huge advantage when goal tracking has also been properly set up. Of course, we implement both on behalf of clients when they are absent.

Google Analytics goal tracking provides critical data that allows you to identify specific actions that a user takes on your website. As with many clients, in the case of TYKMA Electrox, we wanted to track how many people filled out the contact and request information forms. Once such areas are configured, you can see:

The total number of form submissions
The channel path the user took to find your website (e.g., via search engines or social media)
The specific website URL the person landed on through your website that led them to contact you
The conversion rate of the overall website and for specific pages

This data is invaluable because it shows digital marketing’s impact on the bottom line. If a campaign generates more relevant leads, it increases the probability that you’ll increase business.

Results of Our Work and Client’s Feedback

As a result of our manufacturing-specific marketing efforts, when we originally compared the data (September of 2017 to February of 2014) we saw:

Overall traffic improved by 402%
Search engine traffic improved by 540%
Monthly leads improved by 314%

And given our longterm partnership with them, we’ve continuted to provide great results, such as an 30.3x ROI for SEO and PPC in 2021.

Hear what Aaron Grimes, who we worked with closely during their campaign, had to say about the work we produced for their team and the importance of marketing for manufacturers such as themselves:

How TYKMA Electrox Saw Their Leads Increase Over 300%

Background Information

Initial Situation

What We Did to Help

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