APEC

Objective: Reach engineers and plant managers in very specific markets

APEC, Automated Process Equipment Corporation, designs and manufactures ingredient automation equipment and controls for weighing, dosing, mixing, continuous blending, and coating. Its customers run feed mills, food and pet food plants, and other processing operations, and they research equipment carefully before they ever call a salesperson.

APEC needed a website that explained a technical product line clearly, and a marketing program that would put the right equipment in front of the right buyer in each of its markets.

What Web Ascender Did

A new website

• Designed and built on WordPress - a new homepage and site structure organized around APEC’s process solutions, products, and specialty markets, launched in early 2018
• Product page templates - consistent, detailed pages for each piece of equipment, from microingredient systems to coaters and meters, that the team could keep adding to

Content that answers buyers’ questions

• Technical articles - a steady program of articles on topics buyers actually search, such as feed mill automation ROI, microingredient dosing accuracy, bulk material handling safety, and food safety compliance
• Guides and resources - downloadable guides, an efficiency checklist, and a resources section that turned technical expertise into leads
• SEO - baseline reporting from day one, ongoing keyword and content work, and Search Console management

Advertising and lead capture

• Google Ads and LinkedIn - campaigns by product line and market, from mixing and liquids to custom fabrication and pet food processing
• Landing pages for every campaign - quote request pages, guide downloads, and confirmation pages, each with conversion tracking so APEC could see which campaigns produced leads
• Email marketing - announcement emails and follow-up drip sequences in Mailchimp for guides and campaigns

Planning and reporting

• A managed monthly program - campaign plans, budget recommendations, monthly reports, and regular meetings with APEC’s team

The Outcome

Over five years, APEC’s website traffic grew an average of 45% a year, and the site reached 4.5 times as many users as when the program began. Each product line and market had its own content, landing pages, and campaigns, so engineers and plant managers found the right equipment and a clear next step.