A case study of branding and SEO strategy support that has been ongoing for 15 years.

Lionheart doesn't just offer "cool website creation" services; it proposes a strategy (the LH Method) to transform websites into "high-performing salespeople that work 24/7 and automatically generate valuable leads."

Instead of running advertising campaigns in a highly competitive environment with soaring cost-per-click conditions, the company designed an "in-house media SEO strategy" that leverages its extensive product case studies and equipment information. The target audience was defined as "professionals seeking solutions to challenges, such as design engineers and procurement personnel at major manufacturers."

When professionals search the web, they don't use broad terms like "press forming," but rather search for specific "complex press part names" or "highly technical press forming terms" that they encounter in their designs. Lionheart focused on this unique search behavior of professionals and formulated an information architecture (content marketing strategy) centered on the introduction of a highly user-friendly CMS that allows the company to post and accumulate its vast amount of experience data as "industry-specific terms and technical jargon."

Furthermore, we positioned a unique content navigation system (designed relevant recommendations for each product case study) at the core of our strategy, not just simply providing information, but also increasing visitor interest and dwell time, and preventing them from leaving for competitors.

Furthermore, Lionheart didn't just stop at showcasing its technology; it sought to be seen as an "advanced solutions company" capable of logically competing on equal footing with major, top-tier manufacturers (Tier 1, Tier 2, etc.). To achieve this, from the initial stages of sales, they made thorough branding proposals that even included a complete overhaul of their venerable old logo as part of their CI (Corporate Identity). This approach, which delved into the deeper aspects of their business, strongly resonated with the then-Vice President, who still serves as their point of contact today, and became the starting point for a 15-year-long, unwavering partnership.

Through 15 years of proactive, hands-on support, Kuno Metal Industries has established a rare "fully inbound sales system" in the metal processing industry.

■ We are now able to acquire 2-3 "highly effective new B2B inquiries" per month, and then turn them down.
As a result of accumulating a wealth of SEO assets, the company still receives a steady stream of 2-3 valid new project inquiries automatically from its website every month. Even more surprisingly, the quality of the inquiries it receives is so high that the company can now confidently screen for projects, declining those that are easy to complete and don't leverage its strengths (leading to price competition).

■ Telemarketing and new business development are "almost zero." Three salespeople maintain an astonishing sales volume.
Normally, a manufacturing company with sales of this magnitude would have a huge sales force that repeatedly makes cold calls and cold calls. However, this company has only three people in charge of new business development. They hardly do any new outreach sales, and simply by responding to high-quality inquiries coming in from their website (approximately 801 TP3T come via the website), they are quietly supporting the company's phenomenal sales growth from 8 to 9 billion yen during the pandemic to over 13 billion yen today.

■ Dramatic changes in the recruitment process and the culmination of "internal branding"
The success of their web marketing dramatically changed the company's employee engagement. When they first took photos 15 years ago, the employees showed a strong aversion to the camera and even got up from their seats in protest. However, as their website achieved results, and they were featured in local television and newspapers, and their social recognition grew, the employees' attitudes began to change spontaneously.

Three to four years after the website was launched, during a brochure photoshoot, all employees (120 to 130 at the time) gathered at the factory, and a miraculous group photo was taken with everyone proudly smiling at the camera. A few years later, when the recruitment page was expanded, all employees readily agreed to have their photos taken, expressing their pride in working for the company with their whole being. Today, the company website has become a shared source of pride for the entire company, to the point that the vice president demonstrates during the last 15 minutes of his presentations at universities and external lectures, saying, "Try searching for this technical term on your smartphone. Our company will come up at the top," and spontaneously introduces Lionheart as a "trustworthy partner."

■ Towards the Future: Accompanying the Rebranding of a "Mid-Sized Company" as We Celebrate Our 80th Anniversary
Currently, Kuno Metal Industries has achieved significant growth, transforming from a "small and medium-sized enterprise" 15 years ago into a truly "mid-sized company." Lionheart is currently working on the production of a new "80th Anniversary Commemorative Brochure" that will be released soon. Furthermore, we are proposing a "rebranding of the next recruitment site" to attract even more talented individuals as a mid-sized company. To ensure that the company's strong SEO assets (Google search rankings) built up over many years are not damaged, we will continue to support them in their ongoing endeavors with a "proactive defense" approach, incorporating advanced technical SEO considerations while further refining the visuals and structure.