North American Website Build for Cy-laser and Digital Marketing Plan for FABTECH Expo
When a leading Italian laser cutting manufacturer struggled to carve out their niche in the competitive North American market, Cy-laser turned to BFT for help. Our strategic approach to website development and content localization improved their brand visibility among key industry customers.
Our client, a prominent manufacturer in the laser cutting industry, faced significant challenges in expanding their market presence in North America. Although they produced a premium laser cut machine and boasted a rich history—having their founder as a key technology innovator—they struggled with low brand recognition and awareness in the United States.
Their existing website (written in Italian) contained valuable content tailored for a European audience but failed to resonate with North American engineers and procurement departments. With growing competition in the region, the need for a localized, effective online presence became urgent, particularly for their growth goals.
Additionally, Cy-laser was attending FABTECH Expo, and wanted to fully utilize a digital marketing campaign to drive traffic to their booth. The BFTeam was up to the challenge!
Expanding Market Presence for a Laser Cutting Company in North America
To address Cy-laser’s challenges, we undertook a comprehensive approach to website development that was specifically designed for their North American audience.
Our strategy included:
- Website Design and Development: We designed and developed a new website with a modern aesthetic that extended the brand while maintaining its core identity.
- Content Localization: We localized content from the main Italian site to ensure it was relevant and engaging for North American audiences, focusing on industry-specific language and needs related to laser cutting.
- SEO Optimization: We streamlined and enhanced the existing content with an emphasis on SEO best practices to improve search engine rankings and visibility.
- Feature Development: We incorporated new features tailored to the North American office, including an entire section dedicated to used machines to attract a broader customer base interested in laser cutting machines.
- Contact Optimization: We revamped the contact forms to facilitate better lead generation and management.
- Landing Pages and PPC Campaigns: We constructed an extensive set of landing pages to support targeted paid campaigns, particularly for their exhibition at the FABTECH Expo. Additionally, we implemented pay-per-click (PPC) and Google Display Network (GDN) campaigns focusing on specific machine models tailored to different audience segments, employing geo-fencing and sophisticated targeting strategies.
- Ongoing Support: Following the launch, we provided website support services and maintenance for two years to ensure optimum performance and continual improvement.
Boosting Branding Recognition and Lead Generation in the Laser Cutting Industry
The newly designed website significantly enhanced the client’s online presence in North America. Post-launch metrics revealed substantial gains in branding recognition and lead generation. Key outcomes included:
- A marked increase in website traffic and user engagement, leading to higher conversion rates.
- Improved search engine rankings, elevating visibility for key search terms in the laser cutting domain.
- A successful exhibition at the FABTECH Expo, augmented by effective digital campaigns that generated new leads and customer inquiries.
- Enhanced credibility and reputation among North American engineers and procurement departments.
Project Success
Collaborative Partnership Extends Cy-laser’s Brand Reach
Through our strategic initiatives, including custom website development and content management, the client not only expanded their footprint in a competitive market but also established themselves as a recognized name in the laser cutting industry in North America.
Our work with the Cy-laser team exemplifies the impact of localized content strategies and modern web development in overcoming market challenges and helping companies build brand recognition effectively.
