Helping Optimax Evolve Its Digital Customer Experience

A digital partnership built over time, since 2008.

Since 2008, Vertical Insite has worked with Optimax Systems through a long-term advisory relationship and three generations of site work. As the business and its digital needs evolved, the work expanded from website design and development into customer experience, content strategy, measurement, and ongoing optimization.

Working with Optimax’s in-house marketing team and specialist partners, Vertical Insite helped translate complex technical offerings into clearer customer pathways. Google Analytics, Hotjar, SEO, conversion rate optimization (CRO), and A/B testing informed that work. The later move to HubSpot Content Hub brought the website and CRM-connected conversion tools into a more connected foundation for sales education, recruiting, and marketing follow-up.

Customer needs and platform complexity kept evolving.

A key challenge was balancing a streamlined, sophisticated presentation for precision-optics buyers with the broader role the website played for prospective employees and the local community. Leadership wanted a concise, highly polished experience, while audience behavior showed the importance of Community, Careers, and Culture content.

Through ongoing advisory conversations with Optimax’s in-house marketing team, Vertical Insite helped evaluate content and navigation choices against both brand goals and audience needs. The work required careful judgment about what to simplify, what to retain, and how to preserve meaningful pathways without overwhelming the experience.

Understanding meaningful behavior required more than watching total traffic. Meanwhile, growing WordPress and plugin complexity made the platform itself an increasing part of the challenge.

• Complex capabilities and technical resources needed to be easier to find and understand
• Customer pathways needed to reflect different learning, product, and buying intentions
• Prospective employees needed a distinct route into careers and culture
• Traffic outside Optimax’s served markets was distorting meaningful site-use analysis
• Increasing WordPress and plugin complexity called for a more manageable digital foundation

Connect customer understanding, testing, and platform decisions.

• Clarify customer journeys through technical content, capabilities, and sales education
• Use analytics and behavior insights to understand relevant audiences and their needs
• Improve SEO and conversion opportunities through content strategy and A/B testing
• Reduce platform complexity while connecting forms, CTAs, and marketing follow-up
• Keep customer, recruiting, and culture content manageable as the business evolves

Use evidence to shape customer pathways and content.

Vertical Insite collaborated with AZoNetwork on customer pathways, content strategy, SEO, and testing. Navigation and content decisions considered three customer intentions: Product Focus, Learning Focus, and Buy From Us. Keyword strategy, page structure, technical content, and calls to action were considered together to help visitors move from understanding Optimax’s capabilities toward a relevant next step.

Google Analytics and Hotjar supported investigation of who was using the site and which resources they viewed. In 2021, that analysis identified traffic from countries Optimax did not serve, with disproportionate interest in technical resources such as the Estimator and Manufacturing Tolerance Chart. Optimax leadership estimated this represented about 15% of visits and agreed it should be excluded from meaningful site-use analysis. This helped distinguish relevant audience behavior from activity that distorted the picture.

The guiding question: where are users going, and where do we want them to go?

Three generations of site work, leading to HubSpot Content Hub.

Across three generations of website work, Vertical Insite combined ongoing advisory support with hands-on UX, content, and implementation work. As WordPress and its plugin ecosystem became more complex, the transition to HubSpot Content Hub created an opportunity to carry those customer experience insights into a platform with native CRM-connected tools.

• Led the website rebuild and refresh inside HubSpot Content Hub
• Shaped content architecture and navigation around customer intent and technical capabilities
• Created distinct pathways for customers and prospective employees
• Implemented and optimized HubSpot forms, CTAs, and conversion touchpoints
• Supported ongoing content, culture, and recruiting updates as needs evolved