Conversion Optimization
Monthly SEO Strategy Roadmap
Custom Content Generation Assistant
Lead Nurture Strategy
Google Ads
Analytics
SEO, SEM, conversion strategy, and a custom AI content assistant for the broadcast industry's most trusted routing hardware company.
Utah Scientific has been an industry leader in video routing and signal distribution since 1977, serving broadcast stations, production facilities, and mobile units across the globe with the only no-fee 10-year router hardware warranty in the broadcast industry. Despite that reputation and a deep catalog of technical content, the company's digital presence wasn't converting at the level its brand authority warranted. 621 Studio was engaged to build and execute a comprehensive SEO and SEM strategy, optimize the site for conversion, and develop proprietary tools, including a custom AI-powered content generation assistant, to scale content production and extend the engagement's impact beyond the contract term.
Deep technical expertise and strong brand recognition, but lacking digital visibility with a website read more like a catalog than an impactful consumer-facing resource.
Utah Scientific is a well-known name to broadcast engineers and infrastructure buyers, but that familiarity hadn't translated into the kind of organic search presence or paid campaign performance that a company of its tenure and catalog should command. The product line spans complex technical categories — SDI routing, IP signal distribution, hybrid infrastructure, sync generation — each with its own keyword landscape, highly specific buyer intent, and a sales cycle that begins with technical research long before a purchase decision is made. The existing site had strong product documentation but no strategic content layer to capture that early-funnel research traffic, and no systematic approach to turning visitors into qualified leads.
Initial technical and content-based SEO, a long-term SEO roadmap, Google Ads, conversion optimization, and an AI content tool built to outlast the retainer.
Mikelle Despain led a comprehensive SEO audit and built a prioritized monthly strategy roadmap targeting high-intent technical keywords across Utah Scientific's full product catalog. Google Ads campaigns were designed and managed to capture competitive terms while organic rankings were built up over time. Conversion optimization work focused on surfacing calls to action and contact paths for visitors arriving through product and technical content pages where purchase intent is highest but friction was most likely to lose them. A lead nurture strategy was developed to support the longer B2B sales cycle. Most distinctively, 621 Studio built a custom content generation assistant trained on Utah Scientific's brand voice, technical writing standards, and 12 engineering writing rules, giving the marketing team a tool to produce on-brand technical content at scale, independently, after the active retainer concludes.
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