How a 40-Year Engineering Firm Replaced a Stale Website with a Revenue-Generating Digital Presence
Moonello rebuilt their entire web platform — from strategy and content architecture to a multi-country deployment — doubling their qualified inbound leads and positioning them as the authority in manufacturing engineering.
Executive Summary
They are a globally respected manufacturing engineering and consulting firm with over 40 years of experience delivering industrial engineering, simulation, and program management solutions across North America. With 200+ employees and offices in the U.S., Canada, and Mexico, their reputation was built on decades of excellence — but their digital presence told a different story.
They had been paying monthly for almost a decade on a website that was generating minimal results. The content was scattered, the site didn't reflect who they actually were, and it certainly wasn't attracting the right buyers. They needed more than a redesign. They needed a website built around their business strategy.
Moonello partnered with them to rebuild their digital presence from the ground up — delivering a primary company website, a campaign-specific microsite, and a content architecture engineered to attract and convert their ideal clients.
The result:
Qualified inbound leads doubled — from 3–5 per month to 5–7
A modern, scalable platform built on Next.js and Storyblok
A multi-country deployment serving the U.S., Canada (English/French), and Mexico (Spanish/English) from a single codebase
A content strategy mapped directly to their target market and its real-world challenges
Almost 10 years and nearly $350K on a Website That Wasn't Working
Their previous website had been in place for years. Over that time, the firm had invested roughly $350,000 in hosting, "seo", and maintenance — with very little to show for it. The problems were foundational:
The content didn't reflect the business. Pages were disorganized, service descriptions were generic, and nothing was written with their actual buyers in mind. The site read like a brochure, not a business development tool.
The site wasn't always generating leads. They were averaging 3–5 qualified leads per month through the website — decent, but below what a firm of their size and reputation should expect from their primary digital asset.
Analytics were unreliable. Employees and contractors were using the website to access downloadables and portal logins, heavily skewing traffic and engagement data. It was nearly impossible to separate internal usage from genuine prospect activity.
There was no multi-country strategy. They operate across the U.S., Canada, and Mexico, but their web presence didn't account for language, regional content, or localized experiences.
They didn't need a facelift. They needed a web platform that functioned as a growth engine — one that was built around who they sell to, what problems those buyers face, and how they solve them.
Moonello's Approach: Strategy Before Pixels
Moonello doesn't start a website project by opening a design tool. Every engagement begins with discovery — understanding the business, the market, and the goals the website needs to serve.
Discovery Phase
Before a single wireframe was drawn, Moonello worked with their leadership to answer three foundational questions:
Who is their target market? We identified the specific industries, company profiles, and buyer personas that represent their highest-value opportunities — from automotive OEMs and Tier 1 suppliers to aerospace, consumer products, and heavy equipment manufacturers.
What are their challenges over the next 2–5 years? We mapped the operational, technological, and competitive pressures that their target buyers are facing — supply chain complexity, facility optimization, digital transformation, and workforce constraints — and used those challenges as the backbone of the site's content strategy.
How do they solve those problems better than anyone else? We identified their core differentiators — their multi-disciplined engineering team, their 43+ years of hands-on experience, their proprietary MITS manufacturing execution system, and their ability to deliver complete "Concept to Commission" solutions — and built every page around positioning them as the subject matter expert.
This discovery work became the blueprint for everything that followed.
Content Built Around the Buyer
With the strategic foundation in place, Moonello designed a content architecture mapped directly to their target market and their decision-making process.
The site structure was engineered to serve three purposes simultaneously:
Attract the right traffic. Each service page (12+ in total) and market page (6 industry verticals) was built around the language their buyers actually use when searching for engineering solutions. This wasn't keyword stuffing — it was strategic alignment between their expertise and how their prospects discover solutions.
Establish authority. Case studies, a company blog, team profiles, and detailed service descriptions work together to demonstrate depth. When a prospect lands on the site, every page reinforces that they have the experience, the team, and the track record to deliver.
Drive action. Clear calls to action, a streamlined contact experience, and a logical site flow guide qualified visitors toward meaningful engagement — not just pageviews.
The final site includes dedicated pages for services like 3D Laser Scanning, Simulation Engineering, Manufacturing Execution Systems, Facility Layout & Design, and more — each one written to speak directly to the challenges of their buyers.
Content Development Process
Moonello led the entire content development process through a structured, collaborative workflow:
Moonello drafted content outlines for every page, grounded in the discovery findings and target market research.
They reviewed and approved the outlines, ensuring technical accuracy and strategic alignment.
Moonello wrote the full page content, translating their deep engineering expertise into clear, compelling copy that resonates with decision-makers — not just engineers.
They reviewed and approved the final content.
Moonello published everything in the CMS, handling the entire production workflow.
This process ensured the content was both strategically sound and technically accurate — the kind of content that builds trust with buyers who know their industry inside and out.
Creative Direction and Photography
They brought in a professional photographer for the project. Moonello provided some of the creative direction for the shoot — ensuring the photography captured their people, facilities, and culture in a way that reinforced their brand positioning.
The result: authentic, high-quality imagery throughout the site, including aerial drone photography, team shots, and on-site engineering environments. No stock photos.
Modern Tech Architecture for a Multi-Country Operation
Tech Stack
Moonello built both of their web properties on a modern, headless architecture:
Next.js serves as the frontend framework — delivering fast page loads, server-side rendering for SEO, and a flexible component architecture that makes the site easy to extend as their needs evolve.
Storyblok is the headless CMS — giving their internal team an intuitive visual editor to manage content without touching code, while giving Moonello's development team full control over the frontend presentation.
This combination was chosen deliberately. As a firm with 200+ employees and operations across three countries, they needed a platform that could integrate with their existing business tools — including Power BI and Deltek Advantage — and scale without requiring a rebuild.
A headless architecture makes those integrations straightforward and keeps their options open as their tech stack evolves.
Multi-Country, Multi-Language Deployment
One of the project's most significant technical challenges was supporting their North American footprint from a single platform.
Moonello engineered a solution using a single codebase and a single Storyblok account that powers three distinct country-specific websites:
United States (English)
Canada (English by default, with French language toggle)
Mexico (Spanish by default, with English language toggle)
The content team manages all three sites from one Storyblok workspace, tagging content for the appropriate country. The build system, powered by Netlify, handles the logic — building and deploying the correct content to the correct domain automatically.
This approach gives them the localized experience their regional markets expect, without the operational burden of maintaining three separate websites or three separate content workflows.
A Campaign-Specific Web Property
Beyond the primary "mothership" website, Moonello also built a dedicated microsite — a focused landing site created specifically for one of their strategic marketing campaigns.
While the main website serves as their comprehensive digital presence, the microsite was purpose-built for a single objective: support a targeted omnichannel campaign with a focused message, a streamlined user experience, and clear conversion paths.
It was built on the same Next.js + Storyblok stack, maintaining brand consistency while serving a distinct strategic function.
This is something Moonello recommends when the campaign message is specific enough that it would get diluted within a full corporate website.
A microsite lets you control the narrative, minimize distractions, and measure campaign performance cleanly.
Why a Website Alone Isn't Enough
This is a conversation Moonello has with every client, and it's worth calling out here: a website — no matter how well it's built — does not generate leads on its own.
A website is a destination. But if nobody knows it exists, or if the wrong people are finding it, even the best-designed site will underperform. Moonello always asks new clients the same question early in the engagement:
"What's your plan to drive the right traffic to this website once it's live?"
It's a question that catches many companies off guard. They assume that launching a new website means leads will start flowing.
The reality is different.
A website needs a deliberate strategy to put it in front of the right audience — whether that's through search engine optimization, LinkedIn thought leadership, targeted advertising, content marketing, email campaigns, or some combination of all of the above.
For them, the website was one piece of a larger strategic engagement.
The content architecture was built with search visibility in mind from day one — every page structured around the topics and language their buyers are actively searching for.
That SEO foundation, combined with their ongoing efforts to drive awareness, is what turned the site from a digital brochure into a working lead generation asset.
What Moonello recommends to every website client:
Build for search from the start. Content architecture, page structure, URL hierarchy, metadata, and internal linking should all be informed by how your target market searches for solutions. This isn't an afterthought — it's baked into the build.
Have a traffic plan before you launch. Whether it's organic search, paid media, social, email, or direct outreach — know where your traffic is coming from. A launch without a traffic strategy is a billboard in the desert.
Think of your website as a living system. The best-performing B2B websites are not "set and forget." They're continuously updated with new case studies, blog content, and insights that keep them relevant to both search engines and buyers.
Measure what matters. Pageviews don't pay invoices. Track qualified leads, form submissions, and pipeline influence — the metrics that actually connect your website to revenue.
Moonello builds websites that are engineered to perform. But we also make sure our clients understand what it takes to keep them performing long after launch day.
The Results
Lead Generation
The metric that matters most: qualified inbound leads doubled.
They went from receiving 3–5 qualified leads per month on average through their website to 5-7 qualified leads per month on average — and most of them are qualified. That's not a vanity metric. That's pipeline.
For context, they are a manufacturing and engineering consulting firm where a single engagement can represent significant long-term revenue. Even a modest increase in qualified leads translates to meaningful business impact.
A Platform Built to Last
Beyond lead generation, they now have:
A modern, scalable web platform they own and control — no more paying $4K/month for a site that underdelivers
A CMS that their team can actually use to publish blog posts, case studies, and updates without developer involvement
A multi-country deployment that supports their North American operations from a single, maintainable codebase
A content foundation built on real market research — not guesswork — that positions them as the authority in manufacturing engineering consulting
What This Project Proves About Moonello
This wasn't a website redesign. It was a strategic rebuild of their entire digital foundation — one that required business strategy, content expertise, technical architecture, multi-language engineering, and a clear understanding of what it takes for a B2B website to actually generate revenue.
Moonello operates at the intersection of business strategy and technical execution.
We don't hand clients a template and wish them luck. We dig into who their buyers are, what those buyers care about, and how to build a digital experience that earns their attention and their trust.
If your website isn't generating the leads your business deserves, let's talk.
What Our Clients Have Said About Us
From medium to large sized companies, our focus remains the same.
Moonello has been a great partner to SGS! They have helped us grow and scale our business over the last 7 years. Moonello's knowledge of Software and IT is invaluable to SGS. If you are looking for a team to help grow your business, look no further!
Moonello's expertise is evident as they have a process-oriented approach to your goals, which help turn your software goals into a tangible action plan. Their team clearly has extensive experience in this realm and that shows with the questions and software ideas generated. They dive into the requirements with you to get to the core of your software needs rather than apply an easy solution that may solve some surface issues. To me, this tells me they care that you succeed because then they will succeed.
Moonello is far beyond just a software development company. They’re a business partner that consistently uses their technology skills and expertise to help your company grow…. I highly recommend Moonello if you’re looking to develop new technology. They’re truly a fantastic team that has been critical in our development as a company!
The Moonello team was able to take the vision we had for our company software product and make it so much more than we ever imagined. It has the functionality we wanted and it has even more style, energy, fun, and attitude than we were hoping to convey to the public. Moonello has been responsive to our needs and wants, which has made the process better than I expected.
Moonello has been a great partner to SGS! They have helped us grow and scale our business over the last 7 years. Moonello's knowledge of Software and IT is invaluable to SGS. If you are looking for a team to help grow your business, look no further!
Moonello's expertise is evident as they have a process-oriented approach to your goals, which help turn your software goals into a tangible action plan. Their team clearly has extensive experience in this realm and that shows with the questions and software ideas generated. They dive into the requirements with you to get to the core of your software needs rather than apply an easy solution that may solve some surface issues. To me, this tells me they care that you succeed because then they will succeed.
Moonello is far beyond just a software development company. They’re a business partner that consistently uses their technology skills and expertise to help your company grow…. I highly recommend Moonello if you’re looking to develop new technology. They’re truly a fantastic team that has been critical in our development as a company!
The Moonello team was able to take the vision we had for our company software product and make it so much more than we ever imagined. It has the functionality we wanted and it has even more style, energy, fun, and attitude than we were hoping to convey to the public. Moonello has been responsive to our needs and wants, which has made the process better than I expected.
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