Manufacturing Solutions Industries had already redesigned its website once. Three years later, that redesign still wasn’t sending them a single qualified lead. Worse, when prospects searched for the exact machines MSI builds, Google barely knew the company existed. For a manufacturer with 25 years of engineering behind it, that’s not a marketing problem, it’s a visibility one.
Based in Texas, Manufacturing Solutions Industries (MSI) has spent more than 25 years building chamfering, beveling, marking, and assembly machines that keep factory floors running—durable, easy-to-operate equipment proudly made in the USA. Their customers are plant managers and production engineers at fastener facilities and manufacturing operations across the country who need machines simple enough for any operator and tough enough to run for decades.
MSI didn’t have a marketing problem born of neglect, they had one born of relying on a single generalist to cover a job that really needs a full team of specialists. Without a way to tie leads back to specific tactics, it was impossible to know what was actually working. And the website at the center of it all, redesigned once already, was hard to navigate, buried the information prospects actually needed, and looked like every other manufacturing site in the industry. Nothing about it said MSI was different.
Before any design work began, DTD conducted in-depth keyword research to understand exactly how MSI’s prospects search for solutions to their production problems. That research became the foundation for all-new website copy. Content written to speak directly to plant managers and production engineers, weave in the keywords that matter, and finally give MSI’s site a voice that matched the quality of its machines.
With that foundation in place, the team designed and built a new website from the ground up, new architecture, new content, and a look that reflects 25 years of engineering credibility instead of hiding it. Rather than another generic manufacturing template, the new site gives every product line a clear home and gives prospects a clear path to request a quote.
Alongside the rebuild, an ongoing organic SEO campaign went to work that consisted of buyer personas, a competitive audit, a Google Business Profile setup, and monthly keyword rank tracking, all feeding a steady drumbeat of on-site optimization and fresh content. The goal wasn’t a one-time spike in traffic; it was building search visibility that keeps growing quarter over quarter.
With organic search as the sole channel driving traffic this quarter (no paid campaigns running), MSI’s new site is climbing in the rankings, pulling in more engaged visitors, and converting more of them into leads. The site has even started surfacing in AI-powered search. An early signal that MSI’s investment in organic visibility is putting them ahead of where most manufacturers are today.
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COPY & KEYWORDS BUILT TO STAND OUT