Portfolio Snapshot: Michigan Metrology, 2008-present
"Incredible creativity, incredible reliability and total appreciation for keeping in budget and on schedule."
- Donald K. Cohen, Ph.D., President, Michigan Metrology, LLC
Dr. Donald Cohen's Michigan Metrology, LLC provides high-volume inspection services and solves problems related to surface roughness, wear, texture, finish, flatness. Keeping a steady flow of work and a consistent backlog of projects is absolutely critical for this one-person operation.
Dr. Cohen's is a well-respected expert in surface metrology, and his deep understanding of how various surfaces function is the main selling point for the business. We focused on ways to promote that expertise, a small budget, we focused on ways to highlight Dr. Cohen and make sure he was highly visible on the web in particular.
I designed and built a website which includes a collection of technical papers and a comprehensive glossary of surface roughness parameters, both of which highlight Dr. Cohen's expertise. The glossary has proven to be an important tool industry-wide and is now one of the most-visited (and re-visited) areas of the site.
I instituted a thorough SEO program and was able to raise the site to first page status using only organic searches. Despite a noisy environment and competition from much larger companies we were able to be heard, without resorting to paid search keywords.
As a third component of the strategy I wrote technical articles that were placed in major industry trade magazines. Working from presentation materials and an audio recording of Dr. Cohen's surface metrology class I was able to provide excellent exposure with little impact on Dr. Cohen's time, and for very little cost.
Finally, we greatly increased promotions for Dr. Cohen's annual surface metrology workshop. In 2012 were able to increase attendance by more than 400%, filling all available seats.
The result has been a steadily growing leads database, excellent traffic to the web site, and, most importantly, a steady stream of new work and a healty backlog for the company.