Keystone Industrial · Manufacturing
Taking a 40-year-old manufacturer's pipeline online.
A specification-led website and technical SEO turned Keystone's catalogue into a 24/7 source of qualified RFQs.
- Client
- Keystone Industrial
- Industry
- Manufacturing
- Duration
- 11 months
- Location
- Columbus, OH
- Services
- SEOWeb DesignLead Generation
Keystone Industrial
Manufacturing · 20252.4x
qualified RFQs
- qualified RFQs
- 2.4x
- organic traffic growth
- 160%
- programme payback
- 6 mo
01 · The challenge
Where they started.
Keystone relied on distributors and trade shows. Its website was a brochure with PDFs, and engineers couldn't find the specifications they needed.
Objectives
- 01Generate RFQs directly from engineers
- 02Make 2,000+ SKUs searchable
- 03Reduce dependence on trade shows
02 · Strategy
The plan.
Structure the catalogue so engineers and search engines can both understand it, then capture demand with technical content.
Structured catalogue
Filterable specifications and CAD downloads.
Technical SEO
Ranking for part types, materials and tolerances.
RFQ funnel
Short, spec-aware quote forms routed to the right rep.
03 · Execution
How it unfolded.
Month 1–4
Website rebuild
A headless catalogue synced from the ERP.
Month 3–8
Technical content
Application guides written with Keystone engineers.
Month 6–11
Account-based campaigns
LinkedIn targeting of 400 named accounts.
04 · The work
Inside the campaign.
A look at the assets, pages and systems behind the results.
qualified RFQs
2.4x
organic traffic growth
160%
programme payback
6 mo
05 · Before & after
What changed.
| Metric | Before | After |
|---|---|---|
| RFQs / month | 34 | 82 |
| Organic sessions / month | 6,200 | 16,100 |
| Indexed product pages | 120 | 2,240 |
06 · Business impact
The result.
The website is now Keystone's largest single source of new accounts, and the company has cut its trade-show budget by a third.
RFQs / month
Monthly · engagement period
| M1 | 34 |
|---|---|
| M2 | 35 |
| M3 | 38 |
| M4 | 41 |
| M5 | 46 |
| M6 | 52 |
| M7 | 58 |
| M8 | 63 |
| M9 | 70 |
| M10 | 76 |
| M11 | 82 |
Forty years of selling at trade shows, and now our website brings in more new accounts than any single event.
Linda Brauer
Director of Sales, Keystone Industrial
07 · Key learnings
What we'd tell anyone in their position.
Engineers want data
CAD downloads were the highest-converting element on the site.
Want results like Keystone Industrial?
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