Case Study: An SEO-First Brand Site for a US Electronics Manufacturer
Exponent Assembly is a turnkey PCB assembly house in Carrollton, Texas — a real factory, running since 1996, building 100 to 5,000 units for US R&D teams. Their problem wasn't capability. It was that their website read as anonymous: generic hero copy, unlabeled certification badges, no faces, no proof. To the three people who decide on a PCB partner — the engineer, the founder, and the procurement manager — that reads as risk.
Strategy before pixels
We started with positioning, not design. The constitution for the whole project became one sentence: stop asserting, start proving. Every capability claim on the new site points to something a skeptical engineer can verify — a real board, a named certification with registrar and scope, a specific turn time, a pictured human with a response SLA. We mapped the three buyer personas and gave the site two parallel tracks: an engineer track (DFM, line equipment, workmanship standards) and a procurement track (downloadable certs, ITAR/CAGE registration, capacity and traceability).
An SEO plan built like an engineering spec
- Keyword architecture mapped to buyer intent — from "quick-turn PCB assembly" to industry-specific pages for defense, automotive, and audio-visual
- A content engine: five long-form articles answering the questions buyers actually search (vendor selection, DFM issues, IPC class 2 vs 3, BOM preparation, US vs offshore cost)
- Technical SEO from day one: clean structure, fast static pages, structured data
- Conversion paths tuned per persona — engineers get "talk to an engineer", procurement gets "supplier documents"
What this looks like in practice
The result is a brand site where every page carries its weight: a homepage that answers the 60-second skeptical scan, a capabilities page with real equipment and standards instead of adjectives, industry pages that speak each sector's language, and a blog that earns search traffic from the exact people who buy PCB assembly. Strategy, design, build, content, and SEO — one team, no handoffs.
That's the model we bring to every engagement: the software company that also does the marketing, so the site, the content, and the growth engine are engineered together.
