Work
Precision instruments
Hardware precision, on the web
An instrument maker whose engineering was extraordinary and whose website did not say so. Identity and site rebuilt to carry the same tolerances as the product.
- Sector
- Precision instruments
- Scope
- Identity · Web
- Stack
- Next.js · Technical SEO · Structured data
- Year
- 2025
Specification — instrument detail
The problem
Specifications lived in PDFs, so none of it was indexable. The firm ranked for its own name and almost nothing else, while competitors with weaker products owned the category terms.
What we did
01
Moved every specification out of PDFs into structured, crawlable pages with Product and technical schema.
02
Rebuilt the identity around the machined geometry of the instruments themselves.
03
Wrote the specification templates so the engineering team could extend them without design help.
Outcome
- 184%
- Increase in organic sessions, twelve months
- 340+
- Specification pages made indexable
- 1st
- Page rankings for core category terms
Next project
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