Manufacturing
Asad Enterprises.
Technical component pages and a disciplined paid programme turned a quiet manufacturer into a steady source of RFQs.
- Scope
- Landing + paid growth
- Timeline
- 11 weeks
- Squad
- 4 people
- Year
- 2024
The brief, in their words and ours.
Asad Enterprises has manufactured precision components for nineteen years and sells almost entirely on capability. The problem was that none of that capability was written down anywhere a buyer or a search engine could read it. Sales knew the tolerances; the website said "quality you can trust". We spent the first fortnight extracting technical knowledge from the shop floor before writing a single page.
The challenge
Buyers searched for exact part specifications; the site offered a single brochure page and a contact form. Paid campaigns ran on broad terms and delivered enquiries the sales team could not qualify.
What we shipped
- 42 capability and component landing pages with spec tables
- RFQ funnel instrumentation into HubSpot
- Restructured Google Ads account with per-cluster landing pages
- Technical SEO fixes across crawl, schema and internal linking
How we worked
- 01
Map real search intent
We mined enquiry history and search data to find the component and capability queries buyers actually type, then structured the site around them.
- 02
Write for engineers
Spec-led capability pages with tolerances, certifications and materials — the details that decide whether an RFQ gets sent.
- 03
Instrument the RFQ funnel
Quote requests were tracked end to end so campaign spend could be judged on closed work, not form fills.
- 04
Tighten paid to intent
Broad match was retired in favour of exact component terms with landing pages built per campaign cluster.
How the engagement actually ran.
Every phase ended with something shipped and something measured. Nothing waited for a big-bang launch.
Before and after
| Measure | At kickoff | After |
|---|---|---|
| Indexed pages | 6 | 48 |
| Monthly qualified RFQs | 9 | 37 |
| Cost per qualified enquiry | Baseline | 52% lower |
| Enquiry routing | Shared inbox | HubSpot with lifecycle stages |
Beyond launch
The team now adds capability pages themselves from a documented template. We review search and RFQ data quarterly and manage the paid account on a light retainer.
Services on this engagement
- Technical SEO
- Content strategy
- Paid campaigns
- Web development
- CRM instrumentation
“The enquiries changed character completely. We now get engineers asking about tolerances instead of students asking for prices.”
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