Yellowstone Automation
I helped Yellowstone establish an independent brand and connect its website, customer stories, and paid campaigns around the questions buyers ask before investing in CNC equipment.
Yellowstone’s team knew how to sell, install, and service CNC stone equipment. When a manufacturer partnership changed, the team needed a website and a marketing program that carried that experience forward under Yellowstone’s own name.
I had managed Google and Facebook advertising during the earlier partnership, so I could draw on what we already knew about the market and its long sales cycle. Yellowstone supplied the logo. I designed the website and digital visual identity around it, and helped shape the message around what fabricators needed to learn before making contact.
For a shop owner, the machine is only part of the decision. They have to consider how it fits into production, what it could change about throughput and labor, and who will help when a machine stops running. Those questions gave the website and campaigns a common focus.
Machine pages needed to explain where each model fits in production. We organized the equipment lineup and brought applications, capabilities, and demonstrations into the research process so buyers could narrow their options before a call.
Support, training, and parts matter when equipment downtime affects delivery schedules. The website put Yellowstone’s installation and service experience alongside machine capabilities and gave buyers a clear way to ask about their own setup.
Competitive research made customer stories a priority. I directed the testimonial initiative, Yellowstone’s team produced the video, and I helped put that proof to work across the website, campaigns, and sales follow-up. The story shows why a buyer chose the machine and what the shop experienced after installation.
Stone fabricators are a small audience. Meta helped Yellowstone reach people similar to its customers and stay in front of visitors who had already shown interest. Shop footage and testimonials gave those repeat impressions something concrete to say.
I separated focused equipment searches from broader discovery terms so we could evaluate each group on its own. The more focused groups accounted for most recorded Google Ads conversions in the period reviewed. Their combined cost per conversion was higher, so the decision about where to invest also depended on commercial intent.
A fabricator could see a customer story, return through search, compare models, and ask for a demonstration when the need became urgent. The same message about production fit and responsive support carried through each step.
Yellowstone gained an independent digital presence, a site that answers technical questions, and customer stories its team could use after the first inquiry. Search segmentation also gave us a way to see which kinds of research produced more recorded actions and where the picture was less clear.
A tracked action indicates engagement. The sales team still has to determine whether a shop’s production needs, timing, and investment make it a fit. By the time that conversation starts, the website and campaigns have already answered some of the questions that would otherwise take up the first call.
For a complex equipment sale, the most persuasive proof helps the buyer picture what happens in their own shop after installation.
If you sell a complex product, tell me what your buyers have to understand and trust before they are ready to talk.
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