For established B2B manufacturers, a website often serves as a digital placeholder rather than a dynamic engine for growth. This was precisely the situation for a leading North American blown film manufacturer and flexible packaging company. Despite their strong reputation and specialized capabilities within the industry, their online presence was significantly underdeveloped, failing to capture potential customers or generate any leads through their website.
Recognizing the missed opportunity, the company partnered with Redstitch Digital to overhaul its digital strategy.
The Challenge: An Invisible Online Presence Yielding Zero Leads
A well-respected leader in the blown film and flexible packaging industry faced a common challenge among established manufacturers: its digital presence wasn’t contributing to business growth. Despite offering high-quality, custom solutions, the company’s website was outdated, lacked informative content, and failed to attract qualified organic traffic.
Critically, its previous website had never generated a single lead for the sales team. It existed merely as a digital brochure, failing to capture the interest of potential buyers actively searching online for the specialized capabilities the manufacturer offered. The company needed a strategic digital transformation to turn its website into a valuable business development tool.
Redstitch Digital’s Solution: Building a Foundation for Digital Growth
Redstitch Digital partnered with the flexible packaging company to implement the agency’s signature foundational marketing approach, powered by AI insights and focused on sustainable, long-term growth. The strategy involved several key initiatives:
- New Website Launch (May 24, 2024): Redstitch Digital designed and developed a modern, user-friendly website focused on clear communication of capabilities, optimized for conversions, and built on a strong technical SEO foundation.
- Strategic Content Creation: Understanding that expertise drives traffic, the agency executed an aggressive content plan. Over six months (June – November 2024), Redstitch Digital researched, wrote, and published 27 in-depth blog posts targeting relevant industry keywords, addressing customer pain points, and showcasing the client’s technical expertise.
- Website Expansion & SEO: To capture specific search intent, the agency created 18 new, highly-optimized webpages detailing core product lines and manufacturing capabilities. Continuous on-page and technical SEO efforts ensured maximum visibility for the new site and content.
- AI-Powered Foundational Marketing: Redstitch Digital’s approach utilized AI tools for keyword research, competitor analysis, and content ideation, ensuring efforts were strategically aligned with market opportunities and search trends relevant to the blown film industry.
- Expertly Crafted & Managed Google Search Ads: To capture high-intent searchers immediately and complement organic efforts, Redstitch Digital developed and managed targeted Google Search Ad campaigns focused on core capabilities and product terms, driving qualified traffic directly to relevant landing pages.
The Results: From Zero to Significant Digital Momentum
The impact of Redstitch Digital’s foundational marketing strategy was swift and substantial. By transforming the client’s online presence and consistently publishing valuable content, Redstitch Digital achieved remarkable growth in the client’s visibility and engagement:
- Explosive Growth in Visibility (Impressions): Comparing the six months following the core implementation (July-Dec 2024) to the first six months of the year (Jan-June 2024), the client’s website impressions in Google Search surged from 19.8K to 130K – a 557% increase. This demonstrates significantly more people were seeing the manufacturer in relevant search results.
- Dramatic Increase in Website Traffic (Clicks): Correspondingly, clicks from Google Search jumped from 1.29K to 3.57K in the same comparison periods – a 177% increase. This indicates not only greater visibility but also more relevant visibility driving qualified traffic to the client’s site.
- First-Ever Website Leads & Consistent Growth: The most critical result: the manufacturer went from zero website leads historically to generating a consistent stream of inquiries via its new website.
- In the first full quarter post-launch (June – August 2024), the new site generated 171 conversions (form fills, clicks-to-call, etc.) for the client.
This momentum continued to build, increasing to 216 conversions in the following quarter (September – November 2024) – a 26.32% quarter-over-quarter increase.
"I loved the one-on-one meetings to review web pages and capabilities. We’re consistently receiving leads through our website. I would definitely recommend Redstitch and feel like they are a real value-add to our business.”
Foundational Marketing Drives Tangible Manufacturing Growth
This engagement demonstrates the power of a strategic, foundational digital marketing approach for manufacturers. By combining a technically sound and user-focused website with consistent, high-quality content and ongoing SEO, Redstitch Digital transformed the client’s online presence from a non-performing asset into a lead-generation engine.
The dramatic increases in impressions and clicks, coupled with the generation of hundreds of conversions where none existed before, highlight the significant untapped potential that strategic digital marketing holds for businesses in the flexible packaging and manufacturing sectors. While the exact revenue impact is still being assessed internally by the client, the consistent flow of qualified leads represents a significant new channel for business development, directly attributable to the work performed by Redstitch Digital.
Is your manufacturing website underperforming? Contact Redstitch Digital today to learn how foundational marketing can generate leads and drive growth.
