Effective landing pages that make Yanmar products visible and generate organic traffic, engagement and leads.
Landing page
SEO
Project overview
Yanmar Industrial Engines wanted to increase the visibility of specific power products within a competitive market and strict corporate guidelines. For their industrial, portable diesel generators and water pumps, we developed two SEO-driven landing pages that bring together product marketing, usability and conversion.
The result is a scalable foundation for visibility, engagement and further activation without requiring a full website overhaul.
The challenge
There was virtually no online visibility for the YDG generators and YDP pumps, despite clear market demand. Available content was primarily technical in nature and not aligned with marketing goals or buyer personas. At the same time, the scope for action was limited by strict corporate guidelines on style, colour usage and content blocks.
Our approach
Product marketing driven by user need
We did not start from the technology but from the user's question. What challenges do these products solve, in which situations, and why are they a logical choice for organisations already working with Yanmar diesel engines? Those insights determined the content and structure of the landing pages.
SEO-driven structure and page flow
Based on keyword and market research, we mapped search intent. The USPs of Yanmar were translated into a logical page flow that supports all stages of the customer journey: from orientation and comparison through to specification, download and contact.
FUSION as the connecting layer
Alongside delivering the landing pages, we brought strategy, SEO and performance together through FUSION. By approaching product marketing, content structure and conversion goals in an integrated way, we created a foundation that supports both organic traffic and further marketing activities.
Implementation
With FUSION, we took the following steps:
Wireframes, flow and CTA structure
Within the existing WordPress framework, we defined the complete flow of the landing pages: from mini-proposition and problem statement through quick search filters, technical specifications, catalogue downloads and contact moments.
We also added interactive elements, including a 360-degree product view and a clickable USP element where users can hover over specific product components. Each component reveals a brief explanation, presenting technical advantages visually and intuitively so they are understood more quickly.
Collaboration within a corporate context
We worked closely with Yanmar's internal marketing team, who passed our SEO insights and content instructions on to their external copywriter. This kept the content fully aligned with corporate guidelines while ensuring the pages were substantively and commercially strong.
Integration with performance marketing
The landing pages were set up as a foundation for further activation, including Facebook advertising for engine applications. SEO, content and advertising are therefore logically connected.
"They have been highly responsive to our needs throughout the workflow."
Dana van Kammer, CMO YANMAR Europe
The result
A strong foothold in a competitive market
Despite a crowded landscape and relatively limited name recognition for YDG and YDP compared to Yanmar diesel engines, the landing pages achieved a good ranking in Google on relevant search terms. These product lines are now visible within a market where there was previously almost no online presence.
Greater engagement through interactive product presentation
The addition of a 360-degree product view and interactive USP elements led to deeper engagement. Visitors can explore products visually and receive immediate context for specific components, helping technical advantages land faster and be better retained.
Targeted interaction and conversion-focused next steps
The combination of a clear flow, interactive explanations and strategically placed CTAs generates consistent click-throughs, catalogue downloads and completed forms. Visitors find the right product variant more quickly and take a purposeful next step towards contact or enquiry.
Impact and relevance
This case shows that effective product marketing is possible even within strict corporate constraints. By combining strategy, SEO and conversion-focused interactive design, the result is a solution that can go live quickly and add immediate value. For international organisations that want to introduce new product lines without rebuilding their entire website, this approach offers a scalable and efficient alternative.
What's next
Our collaboration with Yanmar Europe continues. We have also provided marketing support for the Agricultural and Marine business units. Explore our other case studies.
Why choose Dutch Synergy?
Speed, quality and client focus are at the heart of everything we do. Whether it is a complex industrial website, a strategic marketing campaign or content creation with limited resources, we deliver. Ready to position your organisation as effectively as Yanmar? Get in touch and find out what we can do for you.
