Case Study • Manufacturing SEO

Updating Website & Content to Turn Traffic Into Qualified Plating Leads

Increasing Leads 40-50% for an Experienced Erie, PA, Plating Company

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Campaign SPecs

Client Type

Plating Company Specializing in Electroless Nickel & Other Specialty Coatings

Focus

Revamped Website & SEO/AEO Content for Industry Specifications

Timeframe

Long-Term Client (12+ Months)

Primary Goal

Turning Traffic into Quality Leads & High-Volume Projects

TL;DR — Top Level Summary

01. Micro Plating partnered with weCreate to transform existing website traffic into more qualified RFQs for electroless nickel plating and specialty coating services.

02. weCreate reorganized the website structure, optimized transactional SEO/AEO content, and expanded technical resources targeting AMS, MIL, ASTM, RoHS, and REACH-related search intent.

03. Strategic content updates, specification-focused service pages, and authoritative backlink development helped improve keyword rankings, increase impressions, and drive more high-intent industrial traffic.

04. Since launching the updated website, Micro Plating has experienced substantial growth in RFQs, organic visibility, and core keyword performance, leading to increased demand and ongoing operational expansion.

The Challenge

Micro Plating spent years operating in the shadow of other regional plating companies and was looking for a way to convert existing content into more transactional pieces that improved traffic while converting more of this general interest into high-quality leads. With a line of specialty plating processes, proprietary products, and capabilities exceeding the average plating shop, Micro Plating needed to separate itself from the competition with the help of weCreate SEO, AEO, and digital marketing experts.

weCreate Focused On:

Reorganizing the existing website into a cohesive strategy with optimized keywords
Appealing to common plating standards like AMS, MIL, & ASTM
Promoting RoHS & REACH Compliance for Environmental Considerations
Adding industry/application-specific transactional SEO/AEO blog content

Key Pain Points

The website was generating traffic, just not converting traffic into leads

Reorganizing website structure to highlight capabilities without cannibalization

Providing technical information to meet AMS, MIL, & ASTM plating requirements

Demonstrating a clear advantage for Micro Plating versus alternative plating companies

The Solution

Step 01

Restructuring existing website hierarchy between services, standards, and industries

Step 02

Adding technical data to service pages, including tables, comparisons, and specs

Step 03

Providing AEO/SEO blog posts that appealed to specific industries or standards

Step 04

Building third-party authority through backlinks and supporting guest posts

Performance Visuals

YOY Organic Search Improvements

Thanks to an additional 85k impressions from the previous year, Micro Plating’s new website was able to convert optimized content into clicks, subsequently generating 45% more RFQs than seen in 2025.

Top Keyword Improvements

Micro Plating’s new website was designed to drive clicks to specific standards and services, with the top keywords showing considerable improvement. MIL-C, AMS, black electroless nickel, and boron nickel were all significant drivers of high-intent traffic.

The Results

+152%

Increase in Impressions YOY after New Website Launched

+$1M

Increase in revenue per year

+42%

Average Monthly Growth of RFQs in the Last Six Months

Lang Specialty Trailers consistently reports an increase in qualified leads as a result of SEO/AEO strategies that position key products at the top of search. With consistent YOY and monthly growth in clicks and impressions, analytics also reports an 18% growth in Key Events, including RFQs, phone calls, and contact forms. By targeting specific industries, Lang Specialty Trailer has been able to procure more “purchase-ready” leads that make their sales funnel easier to manage and have a higher closing rate.

weCreate Can Help Your Manufacturing SEO

Are you experiencing the same challenges as Micro Plating and looking for actionable solutions to drive visibility, traffic, and qualified leads? Please reach out to the weCreate team to schedule anything from a simple website audit to SEO campaigns, new website builds, AI-visibility campaigns, and any of the other digital marketing strategies.

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