A performant website worthy of Laserax’s high-performance solutions
Laserax offers sophisticated laser marking solutions for traceability applications. Founded in 2010, this Québec-based company develops the most powerful laser marking technologies on the market. Operating solely in the B2B sector, Laserax was looking to generate more qualified leads through its website.
Laserax wanted to develop a new website that would clearly highlight its position in a highly competitive market that is dominated by well-established, international leaders on web. The website had to showcase Laserax’s unique value proposition and products, which are sold for several thousands of dollars, in order to generate highly qualified leads. In addition, the website had to support the company’s bold international expansion plans.
Analysis and personas
Before revamping Laserax’s website, the Leonard team had to understand its market’s online ecosystem as well as the company’s buyer personas. We carried out an audit, developed personas and built a strategy to optimize organic search. We carefully evaluated Laserax’s competition in North America so that it could stand out in search engine results.
To ensure that the company’s website ranked high in search engine results, we carried out extensive analyses on keywords, including those that described Laserax’s products and how they fulfilled clients’ needs in various industries. We deisgned a website layout that would address the way personas conduct research and buy the types of solutions Laserax sells. The Leonard team then attributed specific keywords to each page. Laserax was then able to add the right keywords to the content being produced. We also developed an action plan to implement structured data and optimize referral links.
Once in the hands of Leonard’s developers, Laserax’s SEO continued to be very important. We used best practices on the new website to improve organic reach: optimizing the website’s sepeed, hreflang attributes, HTTPS security protocols, robot.txt, and content and image tags. We also structured the website schema and its contents so that Google could properly interpret the data. Once the website was online, we properly set up the Google Search Console with targetted regions, submitted the website for re-indexing and uploaded the sitemap. Finally, we set up advanced tracking mechanisms using Google Tag Manager as well as a tool to save sessions in order access the necessary data to continuously optimize website performance.
Optimizations and link building
A good website always needs optimization. Our work with Laserax continues to this day! We help to improve conversion rates and optimize their organic search results using a link building strategy. We scout out all kinds of opportunities to get free, yet high-quality, referral links that drive traffic to the company’s website and improves its search engine rankings. We also take advantage of existing backlinks.