Exponent Assembly
A strategy-led brand website, SEO plan, and content engine for a Texas turnkey PCB assembly house — built on one principle: stop asserting, start proving.
Exponent Assembly is a turnkey PCB assembly house in Carrollton, Texas — a real, accountable, ITAR-registered shop running since 1996, building 100 to 5,000 units for US R&D teams. Their capability was never the problem; their web presence was. A generic site with unlabeled badges and no proof read as anonymous to the exact buyers who decide on a PCB partner. We rebuilt their entire digital presence: positioning strategy, a proof-first brand website, a keyword-mapped SEO plan, and a long-form content engine — one team, end to end.
Read the build story on our blog →Results at a glance
- A brand presence that reads as the credible, visitable Texas shop it actually is
- Six industry landing pages targeting sector-specific search intent
- A content engine built to earn the highest-intent organic traffic in the niche
- One accountable team across strategy, design, build, content, and SEO — no handoffs
What we delivered
Exponent's buyers are three skeptical people who co-approve the same deal, and the old site failed all three in the first fifteen seconds:
- Positioning strategy
- Proof-first brand website
- SEO plan & content engine
How it was delivered
What we delivered, broken down:
Positioning strategy
A written constitution for the brand — replace every claim a visitor must take on faith with a specific they can verify: named certifications with registrar and scope, real turn times, real equipment, real faces with response SLAs.
Proof-first brand website
A full site (home, capabilities, six industry pages, quality & documents, quote flow, FAQ) that runs two parallel tracks — an engineer track (DFM, line equipment, workmanship) and a procurement track (downloadable certs, ITAR/CAGE, capacity, traceability).
SEO plan & content engine
Keyword architecture mapped to buyer intent, plus five long-form articles answering the questions buyers actually search: vendor selection, DFM issues, IPC Class 2 vs 3, BOM preparation, and US vs offshore cost.
Approach
Strategy before pixels — the project started as a positioning document, not a design file. Every page was checked against the three buyer personas and the 60-second skeptical scan each of them runs.
Engineering-grade SEO — because the same team built the site and the SEO plan, technical SEO wasn't retrofitted. Clean structure, fast static pages, and per-persona conversion paths ("talk to an engineer" for engineers, "supplier documents" for procurement) were designed in from the first wireframe.
Outcome
- A brand presence that reads as the credible, visitable Texas shop it actually is
- Six industry landing pages targeting sector-specific search intent
- A content engine positioned to earn the highest-intent organic traffic in the niche
- One accountable team across strategy, design, build, content, and SEO — no handoffs
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