About the project
Vogt Präzisionstechnik machines high-tolerance components for medical technology and motorsport from a plant in Feuerbach. Their reputation among engineers is excellent, but their website was a 2011 brochure with three low-resolution photos and no mention of tolerances, materials or certifications — the exact information a technical buyer searches for. Enquiries came almost entirely from trade fairs, which meant a nine-month sales cycle and heavy travel costs. We built a technically detailed site with a searchable capability database, a CAD upload for RFQ submission, and a focused B2B search and LinkedIn programme aimed at purchasing and development engineers. Inbound RFQs went from roughly two a month to nineteen, and the first six-figure order arrived from a purely digital lead.
Gallery
What we did
Development
We built a capability database that is filterable by material, tolerance class, batch size and certification, backed by structured data so the individual capability pages rank on their own. RFQ submission accepts STEP and IGES files up to 200 MB, checks them for readability and routes them to the right work preparation engineer. The plant intranet and the public site share one content source, so specifications are never out of sync.
Design
The design brief was unusual: make it look like engineering, not like marketing. Dense technical tables, measured drawings, macro photography of actual parts shot in the plant, and a colour system built around the red of their machine housings. Nothing decorative survives that does not carry information.
Advertising
Paid search targets long-tail technical queries — specific alloys, tolerance classes, medical device regulation requirements — where competition is thin and intent is unmistakable. On LinkedIn we run a narrow programme aimed at purchasing and development roles at manufacturers within 400 kilometres. Every euro is reported against RFQ volume and quoted order value.
Accompaniment
We add new capabilities to the database as machines are commissioned, keep the certification pages current, and produce two technical articles a quarter with their head of quality. Site performance and RFQ delivery are monitored with alerting straight to our on-call channel.
Results in numbers
2 → 19
inbound RFQs per month
+212%
organic traffic in 6 months
-31%
sales cycle length
What they say about us
My son pushed for this project for two years and I resisted, because in our business trust is built at a trade fair booth. I was wrong. Buyers now arrive at the first call already knowing our tolerance range and our certifications, and last quarter we won a medical order from a company that has never met us in person.
Services used
- Website developmentFast, secure websites your team can update without a developer.
- Brand BookRules that keep your brand recognisable in every hand it passes through.
- SEOOrganic traffic that keeps growing after the ad budget stops.
- Advertising supportYour campaigns watched, adjusted and reported every single week.
Your contact person
Miriam Kraus
I read every request personally and get back to you within one business day.