Case Study
Aerospace Component Manufacturer Generates Largest Bid Package in Company History Through New Website
Challenge
An aerospace component manufacturer had a ten-year-old website that no longer reflected the company’s capabilities or position in the market.
The old site was not supporting how buyers search today. It lacked the SEO structure, user experience, and conversion paths needed to help new buyers find the company and take the next step.
There was a deeper problem. Many of their customers and prospects search by product number. When those buyers looked, the company did not come up. Opportunities were going to competitors who were simply easier to find.
The market was shifting too. Longtime purchasing contacts were retiring. The buyers replacing them start with the web. A dated, hard-to-find site was a growing liability with this new generation of buyers.
Goals
The company set clear goals for the work:
- Build a stronger presence that reaches and attracts new buyers.
- Showcase the full range of their capabilities and capacity.
- Open new markets.
- Generate the steady flow of qualified leads a growing sales team would need.
Solution
We built a new website designed to clearly present the company’s aerospace manufacturing capabilities, industries served, leadership team, and customer proof.
The work was planned in two phases.
Phase 1: A new website launched in January 2026.
Phase 2: A product catalog database for standard part numbers, in development now, with launch projected for September 2026. It answers the product-number problem directly. Each standard part number becomes its own searchable page, so when an engineer searches an exact spec, the company can show up at the moment of intent.
Our Approach
A new aerospace site has to earn trust quickly. Buyers in this market qualify suppliers on capability, certifications, and fit before they make contact. The site had to prove capability clearly and support the way engineers and buyers search today, across Google and AI tools alike.
We started with research. We studied the competitive landscape to see how other aerospace suppliers positioned themselves and where there were openings. We ran keyword research to understand the terms engineers and buyers use, including how they search by product number and specification.
That research shaped the build. We wrote the sitemap so the structure matched how buyers look for suppliers and how both search engines and AI tools read a site. We built the SEO strategy from those findings and implemented it across the new site.
We also created content guides so the client’s team could keep adding useful, search-aligned content after launch.
We audited the site’s technical SEO, search visibility, structured data, content gaps, and AI-search readiness to establish a baseline before the rebuild. We also researched how buyers phrase questions in AI tools, not just what they type into a search engine.
Together, these steps better position the company for the continued evolution of search and AI-assisted discovery.
Results
Starting from a ten-year-old website with little marketing foundation is difficult. There was limited SEO history, low domain authority, and very little visibility for the new site to inherit.
Even with that cold start, the new website produced results quickly.
In the first three months after launch, the site generated five qualified RFQs. One became the largest single bid package in the company’s history. It came from a globally recognized aerospace manufacturer, in business since the 1930s, whose systems fly on military and commercial aircraft worldwide. This buyer had never worked with the company before. They found it through the new website and sent an inquiry.
The package covered 231 part families. The full request ran to about 300,000 parts a year, well beyond the current capacity of roughly 30,000. Winning even part of it would call for new equipment and added capacity. That is the kind of opportunity the old site never produced.
In aerospace, buyers usually source from known, approved suppliers. For a buyer like this to find the company through its own website and send its largest bid package ever is a strong sign the new site is reaching qualified buyers who were difficult to reach before.
The next phase is designed to extend that visibility to product-number searches, giving the company a better chance to appear when engineers search exact standard part numbers and specifications.
The new site is generating qualified sales conversations that the previous website was not producing.
At a Glance
|
5 RFQs qualified inquiries in the first 3 months |
231 part families in a single bid package, the largest in company history |
|
~300K parts/yr scale of the full request |
New buyer found the company through the new website |
Tracking and ROI
Marketing only works when you can see what it produces. We track the source of every lead that comes through the site, so each inquiry traces back to the tactic that created it.
The strategy is refined each month based on inquiry data and client feedback.
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