Overview
A precision manufacturer wanted to grow one division while improving lead quality across all divisions. Too much to ask? OuterBox provided optimized content to achieve these goals, employing user intent and lead data. The result? Quality leads company-wide.
About
Challenge
Weiss-Aug has several divisions on the same website. They needed content to support these divisions and funnel traffic by industry need. Their bread and butter is parts for the automotive sector, but they wanted to grow their medical division, which offers parts for surgical products. Competition across both is tough, and many high-priority pages were not ranking when our engagement started. This resulted in poor lead quality and volume. The leads that did come through lacked ideal dollar value.
Solution
OuterBox worked to optimize and expand content using the B-SMART methodology and data from LOOP Analytics, our proprietary form-tracking tool. We narrowed in on user intent from real leads and integrated those findings into the SEO and content strategy.
Results
66%
Leads from Organic Search
42%
Organic Traffic
68%
Web Traffic from All Channels
Searching for surgical pages in GA4 shows an increase of 270% YoY.
Putting Their Stamp on the Medical Industry
As a global leader, Weiss-Aug did well with direct traffic. In 2022, 80% of website traffic was direct. However, to grow traffic for automotive and build up traffic to the newer medical division, they needed content that fulfilled industry-specific queries for those unfamiliar with the company.
Pages were created and optimized with content for Surgical Product offerings. Pages updated included Capabilities, Industries Served, and Divisions. Landing pages with ‘surgical’ in the URL jumped 270% during this effort. Another focus was on materials, specifically the different grades of stainless steel used. The goal of these optimizations was to show up for specific queries that included materials needed.
Without forgetting their main revenue driver, automotive, additional keyword targets and content were added to improve visibility, including “metal stampings for automotive industry” and “stamped automotive components”.
All optimizations considered the rise in zero-click search results, such as AI Overviews. This raised overall visibility for the company. Examples of increased query visibility include:
- Metal stamping parts up 200%
- Die masters up 50%
- Reel-to-reel stamping up 150%
- Metal stamping services up 100%
- Precision metal stamping up 100%
With all division pages better targeting specific industries and materials, overall performance rose. Organic traffic grew 23% in the first full year with OBX (2023). In 2024, it jumped to 42%. But did it bring in qualified leads?
A strategic keyword for all division targets populating an AI overview.
Molding and Diversifying Quality Leads
The effort was a feedback loop. By looking at user’s search terms and lead forms, the OuterBox team could identify areas of user intent. A key way of looking at user intent is B-SMART, which stands for:
- Brand
- Shape/size/SKU
- Materials
- Area of industry
- Requirements
- Type
Understanding how current customers were searching and asking for products helped broaden the scope to desired customers in the medical industry. This research led to the lead diversification and quality Weiss-Aug was after.
LOOP allowed Weiss-Aug to hone in on lead quality, and they began seeing requests for larger and higher-value orders for both division targets. Now, with marketing ROI meeting expectations, they are looking to diversify channels, too.
A view of the user journey for a medical lead.
Sharpening their Marketing Edge
Weiss-Aug saw overall website traffic from all channels rise 68% in 2024. The upward trend continues; as of May 2025, 52% of traffic comes from organic search, with overall web traffic up 28% compared to last year.
The partnership continues to grow. The company recently expanded into paid search, specifically seeing rapid success with Bing. Shortly after their March 2025 activation, two qualified leads with a value of 50k each came in. With strong momentum in organic traffic, increased lead value, and promising early wins in paid search, Weiss-Aug is well-positioned to continue expanding its presence in the automotive and medical markets.
