Fueling Growth at Kermaz Pneumatic: A Product Marketing Apprenticeship Journey

Website Wireframes: Reimagining the Digital Experience

Challenge:
The existing site had a strong product catalog but lacked a modern UX structure for quick product discovery and clear conversion paths. Many industrial buyers arrived knowing the application they wanted to solve (e.g., “remove static from conveyor belt”) rather than the exact product name.

My Contribution:

• Navigation overhaul: Designed wireframes to organize the site around Applications, Solutions, and Industries so users could browse by problem, not just product line.

• Conversion-first layout: Placed CTAs like "Request a Quote" and "Contact an Expert" prominently on product and application pages.

• Content hierarchy: Created page templates with consistent placement of technical specs, case studies, and related products.

• Visual clarity: Added space for diagrams and animations showing pneumatic solutions in action — vital for technical audiences.

Impact:
The new wireframe flow aims to reduce user effort from 4+ clicks to 2 clicks to reach relevant product detail pages, creating a stronger foundation for SEO and ad landing pages.

SEO Optimization: Building Organic Visibility

Challenge:
Organic search was underutilized, with many product pages competing for generic keywords instead of high-intent industrial terms.

My Contribution:

• SEO audit: Reviewed meta titles, headers, internal linking, and keyword density. Identified missing opportunities for long-tail, high-intent keywords.

• Keyword mapping: Assigned primary and secondary keywords for each product family (e.g., “vortex tube cooling system,” “energy-efficient compressed air nozzle”).

• Technical improvements:

  • Optimized alt-text for 100+ images.

  • Implemented breadcrumb navigation for better indexing.

  • Reduced duplicate meta descriptions.

• Content expansion: Suggested and drafted educational blog posts and landing page copy for application-based searches (“how to remove static from packaging lines”).

Impact:
Created a foundation for sustained organic growth and improved ranking potential for competitive B2B industrial terms.

AARRR Framework: Structuring the GTM Approach

The AARRR framework (Acquisition, Activation, Retention, Referral, Revenue) provided a shared language to align marketing with sales goals.

Application at Kermaz:

• Acquisition: SEO-driven landing pages + Google Ads targeting solution-based searches.

• Activation: Streamlined quote request form, adding tooltips and product images to guide buyers.

• Retention: Newsletter segments for existing clients, sharing updates on new pneumatic tools and maintenance best practices.

• Referral: Collected client testimonials and created downloadable case studies that sales reps could share.

• Revenue: Cross-promoted complementary products (e.g., pairing air knives with static eliminators for improved performance).

Impact:
Helped prioritize quick wins (SEO + Google Ads) without losing sight of long-term retention strategies.

Google Ads Campaigns: Capturing High-Intent Traffic

Challenge:
Industrial buyers often search for specific solutions when they’re close to purchase, making Search Ads a high-ROI channel.

My Contribution:

• Keyword targeting: Focused on high-commercial-intent terms like “buy vortex tube” and “anti-static air knife”

• Ad copy testing:

  • Technical value props: “Reduce drying time by 50% with compressed air knives.”

  • Problem-solution framing: “Remove static from conveyor lines — fast installation.”

• Landing page alignment: Each ad linked directly to a relevant product or application page (no homepage redirects).

• Conversion tracking: Integrated Google Ads with analytics to measure quote requests and brochure downloads.

Impact:
Delivered qualified leads that matched the sales team’s ICP, with clear data on which keywords converted best and generated 50% new quotes coming from the website in 3 months.

Objective:
Ensure content addressed each stage of the buyer journey — from awareness to purchase — while aligning with Kermaz’s product priorities.

Plan Structure:

• Awareness (Top of Funnel):

  • Blog posts on energy efficiency in pneumatics

  • LinkedIn posts highlighting industry challenges

• Consideration (Mid-Funnel):

  • Case studies showing ROI from specific pneumatic upgrades

  • Technical webinars on microlubrication and compressed air optimization

• Decision (Bottom of Funnel):

  • Side-by-side product comparison guides

  • ROI calculators for specific applications

Distribution Channels:

• Website blog

• LinkedIn (company + sales team profiles)

• Email campaigns

• Paid retargeting for mid-to-bottom funnel assets

Impact:
Provided a clear publishing schedule that aligned sales outreach with relevant marketing content, reducing content production gaps.

Key Takeaways from working for Kermaz Pneumatic

UX and SEO work best when planned together — wireframes were built with SEO structure in mind.

• Frameworks like AARRR keep teams aligned — marketing stays accountable to sales metrics.

• High-intent paid search is critical for industrial products — fewer clicks, but higher conversion rates.

• Media planning by intent ensures the right content reaches buyers at the right time.