How a Manchester Manufacturer Generated 80+ B2B Leads Per Month Online.
Client: A Manchester precision manufacturer
Results
Qualified B2B leads per month from digital channels (was 0)
Technical manufacturing keywords ranking on page 1
Cost per qualified lead via LinkedIn Ads — within target ROI
Direct quote requests via website
The Challenge
Zero digital presence in an industry that still relies heavily on trade shows and referrals. No website SEO. No online lead generation. Vulnerable to post-COVID trade show disruptions with no fallback channel.
Our Solution
B2B-focused website redesign with specification sheets, capability statements, and RFQ forms; SEO targeting procurement and engineering search queries; LinkedIn Ads targeting job-title-specific audiences at target companies.
We thought our buyers don't search online. TML proved us wrong — procurement managers absolutely do, and now they find us.
Full Story
The Challenge
Manufacturing companies often share a common assumption: our buyers don't search online. They buy at trade shows, through distributor relationships, or on recommendation. COVID-era trade show cancellations exposed the vulnerability in this model — and even when shows resumed, the firm's sales director had started questioning whether the £40,000/year trade show budget was the most efficient way to reach procurement decision-makers.
The website reflected years of this thinking: five static pages, no specifications, no capability statements, no way to request a quote. No SEO. No organic rankings. No digital lead generation of any kind.
Our Approach
We rebuilt the website as a B2B sales tool. Capability statements detailed tolerances, materials, certifications (ISO 9001), and inspection capabilities. Separate pages for each manufacturing process — CNC machining, sheet metal fabrication, surface finishing — gave SEO content a logical home. Downloadable datasheets and an RFQ form with file upload (for drawings and specifications) made it possible for engineers to initiate procurement directly from the website.
SEO targeted the specific queries procurement managers and engineers actually use when evaluating suppliers: "precision CNC machining aluminium UK", "ISO 9001 precision parts Manchester", "prototype machining service UK lead time". Industry case studies — aerospace bracket, medical device housing, automotive sensor housing — demonstrated domain expertise in the sectors where the firm was strongest.
LinkedIn Ads targeted procurement managers, engineering leads, and manufacturing directors at companies in the firm's target size range. Job-title and company-size targeting made LinkedIn more efficient than any broad-audience channel for this buyer profile.
Results
Nine months after launch: 80+ qualified B2B leads per month from zero. 150+ technical manufacturing keywords on page 1. 30+ RFQ submissions per month. First contracts won directly from digital channels. Trade show dependency fell from 100% to roughly 45% of new business origination.
The Challenge
- Website a static 5-page brochure — no product specifications, no capability statements, no RFQ functionality
- Zero organic search presence for any manufacturing or technical keyword
- All leads from trade shows and referrals — a single-channel vulnerability exposed during COVID
- Decision-makers (procurement, engineering leads) not reachable via traditional B2C digital channels
What We Did
- Website redesign: capability statements, tolerance and material specification pages, downloadable datasheets, RFQ form with file upload
- SEO: targeted procurement and engineering queries — 'CNC machining tolerance aluminium UK', 'precision parts manufacturer ISO 9001'
- Content: case study articles for each industry served (aerospace, medical devices, automotive) to demonstrate domain expertise
- LinkedIn Ads: targeting procurement managers, engineering leads, and manufacturing directors at target company sizes
- Lead nurturing email sequence post-RFQ submission to keep warm prospects engaged during long procurement cycles
Service Mix
By the Numbers
| Metric | Before | After | Δ |
|---|---|---|---|
| Monthly digital leads | 0 | 80+ | — |
| Organic technical keyword rankings | ~0 | 150+ | — |
| Monthly RFQ submissions | 0 | 30+ | — |
| Trade show dependency | 100% | ~45% | -55pp |
How It Unfolded
Website architecture; keyword research for procurement queries; LinkedIn audience mapping
New website launched with capability pages and RFQ form
SEO content publishing begins; LinkedIn Ads campaign live
First inbound RFQs from organic search; LinkedIn CPL stabilising at £85
50+ monthly leads; first contracts won from digital channel
80+ monthly leads; 30+ RFQ submissions; trade show dependency reduced
Typical Outcome Ranges
Frequently Asked Questions
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