Note: Currently, Calspan.com is operated by an active employee, and I have nothing to do with the current website version. This case study represents the work I completed on a prior website version.

Overview

Calspan, a prominent aerospace, transportation, and defense player, primarily operates through large government contracts. The challenge was to transition their website from a static information hub into a lead-generation platform; a task made more complex by the nature of their industry, which involves high-level, technical, and government-related work. Before our intervention, Calspan’s website generated no leads.

Challenges:

• Complex Content: Crafting content for a B2B corporation focused on government contracts required a deep understanding of the audience and the industry.
• Targeted Traffic: Traditional advertising methods were not enough. We needed to reach concrete professionals within target companies and industries.
• Lead Generation: The company had no previous record of generating leads through its website, and the goal was to develop a comprehensive strategy to increase web leads.

Our Approach:

At the core of our strategy for Calspan was a tailored approach that aligned with the unique needs of a corporation focused on government contracts. Understanding that their target audience consisted of high-level professionals in aerospace, transportation, and defense, we crafted a multifaceted approach to revamp the website and establish it as a lead generation powerhouse. Our approach included five key areas: website design and development, content strategy, SEO, targeted digital advertising, and ongoing performance monitoring.

Website Design & Development

We began by analyzing Calspan’s site to identify areas needing improvement. The old site had a minimal focus on user experience, with outdated visuals and a lack of clear conversion paths. We addressed these issues with a complete website overhaul:

• • Responsive Design: The new site was built using the ARK theme on WordPress, which provided the flexibility and performance required for desktop and mobile users. The design was focused on clean, intuitive navigation, making it easy for visitors to find critical information about Calspan’s services.
  • Conversion-Oriented Layout: We incorporated multiple strategically placed calls to action (CTAs) and precise lead-capture forms. These forms allowed visitors to request information or submit inquiries, ensuring clear and accessible pathways to engagement.
  • Streamlined User Experience: By prioritizing a seamless user experience, we ensured that visitors could quickly navigate complex information about Calspan’s services without getting lost or overwhelmed. This was especially important for decision-makers from large organizations who don’t have time to sift through unnecessary information.
  • Security and Speed: Given Calspan’s involvement with government contracts, site security was a top priority. We implemented robust security measures, including SSL certificates and optimized hosting, while ensuring the website was fast and responsive to enhance user experience and SEO performance.

Content Strategy

One of the most challenging aspects of this project was crafting content for a highly technical and specialized audience. Our content strategy was designed to communicate Calspan’s expertise effectively without overwhelming potential leads.

• • Industry-Specific Messaging: We worked closely with Calspan’s internal team to develop content that resonated with their core audience of government contractors and aerospace professionals. The focus was on balancing technical detail with clear value propositions, ensuring visitors understood both the complexity of Calspan’s services and the benefits they would gain from partnering with them.
  • Service Pages and Case Studies: We created detailed service pages highlighting Calspan’s unique capabilities in aerospace testing, transportation research, and defense contracting. Additionally, we integrated case studies that demonstrated their expertise in successfully managing large-scale projects for government agencies.
  • Clear Value Proposition: Each page was crafted to emphasize the company’s core value propositions: advanced technology, rigorous safety standards, and proven results. This was critical in building trust with potential clients who were likely comparing Calspan with other providers in a competitive space.

SEO Optimization

Search engine optimization (SEO) was pivotal in making Calspan’s revamped website visible to the right audience. Given the specialized nature of their services, we developed an SEO strategy that was both comprehensive and highly targeted:

• • Technical SEO: We began with a complete website audit to ensure no technical issues hindered search engine crawlers. Using tools like Yoast, we implemented proper meta tags, headers, alt tags, and structured data, improving search engine visibility.
  • Keyword Targeting: We conducted in-depth keyword research to identify terms potential clients in government contracting, aerospace, and defense were searching for. We targeted both long-tail and industry-specific keywords to attract high-intent traffic. This included optimizing content for terms like “aerospace testing,” “transportation research,” and “government contract aerospace services.”
  • Local and National SEO: Given that Calspan operates locally and nationally, we implemented geo-targeted SEO strategies to ensure the company appeared in searches for regional and nationwide government and aerospace contracts. This was further enhanced by integrating Google My Business to target relevant local searches.

Targeted Digital Advertising

We implemented a highly targeted digital advertising strategy to supplement the organic traffic using both Google Ads and LinkedIn Ads. Since Calspan’s audience was niche and focused, broad ad campaigns would have been inefficient. We carefully designed a campaign to reach the correct individuals in the suitable industries:

• • Google Ads: Through Google Ads, we set up a search campaign targeting specific keywords that government agencies and corporate procurement officers would use when looking for aerospace or defense contractors. This allowed us to capture high-intent traffic right when they searched for these services.
  • LinkedIn Ads: LinkedIn is a critical platform for reaching decision-makers in key industries. We created targeted LinkedIn Ads campaigns that focused on professionals in aerospace, defense, and government contracting sectors. The campaigns were designed to attract users based on their job titles, industries, and company affiliations, ensuring we only spent ad dollars on qualified leads.
  • Retargeting: We implemented a retargeting strategy to maintain engagement with those who visited the site but didn’t immediately convert. This included display ads and follow-up LinkedIn advertisements for users who had previously visited Calspan’s website but had not yet submitted an inquiry, ensuring we stayed top-of-mind with potential leads.
  • Geographic Advertising: We also utilized geographic targeting since Calspan’s services are often tied to specific regions and contracts. This helped us focus on areas with high potential for government contracts and industries where Calspan’s services were most relevant, such as Washington, D.C., and critical aerospace hubs.

Ongoing Performance Monitoring & Optimization

A significant part of our success was constantly monitoring and optimizing the website and ad campaigns. We didn’t just launch the site and leave it—we continuously improved its performance.

• • Data-Driven Insights: We used Google Analytics, LinkedIn Campaign Manager, and Google Ads metrics to track the performance of each campaign, evaluating traffic patterns, engagement, and lead generation. This allowed us to refine our ad targeting and adjust keyword strategies to improve conversion rates.
  • Conversion Rate Optimization (CRO): We conducted regular A/B testing on landing pages, ad copy, and CTAs to identify the most effective combinations. For example, we tested different variations of lead forms and CTAs to ensure we captured as many leads as possible. This ongoing process helped boost the lead-to-conversion ratio significantly over time.
  • Client Collaboration: We worked closely with Calspan’s marketing team to align on goals and review campaign performance, ensuring that our strategies directly supported their business objectives. Regular reporting and open communication helped us make data-driven decisions quickly and effectively.

Results:

• Lead Generation Growth: The website saw a dramatic shift, generating over 20 monthly leads after the revamp, compared to zero before our involvement.
• Improved Engagement: User engagement metrics such as time on page and page views per session significantly improved due to better content structure and enhanced SEO.
• Increased Traffic: A combination of SEO optimization and digital ads markedly increased website traffic, focusing on qualified visitors from the target industries.

Through a comprehensive strategy combining website redevelopment, targeted advertising, and precise SEO, we successfully transformed Calspan’s website into a powerful lead-generation tool. Our efforts improved traffic and engagement and established a sustainable flow of quality leads from highly targeted industries.