Case Study: Engineering Systems Inc.
Client: Engineering Systems Inc. (ESi)
Partner Agency: MaybeForYou
Deliverables:
- 50+ Landing Pages
- 45 Sales Sheets Featuring Case Studies
- 50+ Custom Client Discovery Worksheets
The Challenge
When MaybeForYou reached out to Lexicontent, it was clear the project would be unlike any other we’d taken on. Engineering Systems Inc. (ESi) needed a comprehensive content overhaul to support a complete website redesign, sales enablement strategy, and client education efforts. The project spanned over 50 specialized areas of forensic engineering and multiple highly technical practice groups, each with its own distinct audience, service offering, and case history.
Writing engineering content for a non-technical audience is inherently complex. Add to that the need to distill highly specialized knowledge across dozens of disciplines and present it in a way that was accessible, intuitive, and conversion-focused, and we knew this would be our most technically demanding project to date.
The Approach
Lexicontent was brought in to lead content strategy and execution across several key deliverables, including:
- Website Landing Pages: Each one structured around a unique area of expertise, with clear messaging tailored to non-engineering decision-makers.
- Sales Sheets: One-pagers organized by practice group, integrating real-world case studies to build credibility and show impact.
- Custom Client Discovery Worksheets: Designed to help potential clients navigate ESi’s offerings and identify the right specialists or services for their needs.
We leaned heavily on proven internal processes to manage the complexity of the project, including information gathering, SME interviews, content architecture, and iterative client feedback loops. These systems enabled us to tackle large volumes of material efficiently without sacrificing quality or clarity.
The Execution
Working closely with MaybeForYou and ESi’s internal teams, we:
- Mapped 50+ areas of expertise into a cohesive content structure
- Produced over 50 landing pages that guide users to the right contacts and service lines
- Wrote 45 sales sheets, each built around a compelling case study drawn from ESi’s rich project archive
- Created over 50 custom discovery worksheets to support ESi’s internal sales and client onboarding teams
Despite the technical depth of the subject matter, every piece of content was developed with accessibility and ease-of-use in mind, reflecting the needs of ESi’s non-technical audiences: attorneys, insurance professionals, and corporate decision-makers looking for specialized engineering expertise.
The Outcome
The result was a content ecosystem that not only reflected the breadth and depth of ESi’s capabilities but also made those capabilities discoverable, understandable, and actionable for their audience. By streamlining content structure and elevating messaging clarity, Lexicontent played a key role in transforming ESi’s digital presence into a sales and engagement asset.
Key Stats
- 50+ Discovery Worksheets designed to extract important information from each team within the company
- 50+ landing pages delivered
- 45 sales sheets developed featuring new case studies
Final Thoughts
This project was a perfect example of what can happen when deep subject matter experts are given a clear process and creative strategy to work from.
It also reinforced what we've long believed: even the most complex content challenges can be simplified and solved, when you take the time to understand the audience, build the right systems, and collaborate with the right internal partners.