Bay BioSciences
Website Redesign, & Digital Marketing Services for a Leading Biotech Company in the USA
Client Overview
Bay BioSciences, a leading biotech company based in Brookline, Massachusetts, USA, specializes in providing ethically sourced human biospecimen samples for research and clinical applications. The company serves a wide range of clients, including pharmaceutical companies, academic researchers, and clinical research organizations (CROs) worldwide.
Bay Biosciences partnered with Systechlogic for digital marketing services and website redesign to overcome low online visibility, high ad costs, and an outdated site that limited engagement and conversions.
Project Goals
- Redesign the website with a modern, professional look and improved UX.
- Increase qualified leads through targeted PPC campaigns.
- Enhance SEO rankings across key biospecimen-related keywords.
- Reduce CPC (Cost Per Click) while maintaining conversion quality.
- Strengthen overall digital presence within the biotech research community.
Challenges
Prior to collaboration, Bay Biosciences faced several digital marketing and website-related issues:
- Outdated website design lacking clarity, responsiveness, and conversion-focused structure.
- Low organic visibility the site was not appearing in search results for key industry terms.
- High CPC and limited lead generation from existing paid campaigns.
- Inefficient keyword targeting and poorly optimized ad groups.
- Weak on-page SEO signals and limited technical optimization.
Our Strategy
Our approach combined website redesign, SEO, and PPC optimization to deliver a complete digital transformation.
Website Redesign
- Developed a modern, mobile-responsive website with improved navigation and visual consistency.
- Enhanced the user journey to highlight key biospecimen services and lead forms clearly.
- Optimized content structure for both user engagement and SEO visibility.
- Integrated clear CTAs, faster page load speed, and trust signals such as testimonials and compliance statements.
SEO Improvements
- Conducted comprehensive keyword research across biospecimen categories such as human serum samples, human tumor tissues, and human aqueous samples.
- Optimized meta titles, headings, internal linking, and content layout.
- Fixed technical SEO issues to improve site crawlability and indexing.
- Created topic-focused landing pages to attract niche traffic and high-intent visitors.
PPC Optimization
- Rebuilt Google Ads campaigns with refined ad groups and highly targeted keywords.
- Implemented an optimized bidding strategy to reduce CPC while maintaining conversions.
- Designed dedicated landing pages aligned with ad intent for better conversion rates.
- Continuous performance tracking, A/B testing, and keyword refinement.
Our Strategy
Our approach combined website redesign, SEO, and PPC optimization to deliver a complete digital transformation.
01 WEBSITE REDESIGN
Website Redesign
- Developed a modern, mobile-responsive website with improved navigation and visual consistency.
- Enhanced the user journey to highlight key biospecimen services and lead forms clearly.
- Optimized content structure for both user engagement and SEO visibility.
- Integrated clear CTAs, faster page load speed, and trust signals such as testimonials and compliance statements.
02 SEO IMPROVEMENTS
SEO Improvements
- Conducted comprehensive keyword research across biospecimen categories such as human serum samples, human tumor tissues, and human aqueous samples.
- Optimized meta titles, headings, internal linking, and content layout.
- Fixed technical SEO issues to improve site crawlability and indexing.
- Created topic-focused landing pages to attract niche traffic and high-intent visitors.
03 PPC OPTIMIZATION
PPC Optimization
- Rebuilt Google Ads campaigns with refined ad groups and highly targeted keywords.
- Implemented an optimized bidding strategy to reduce CPC while maintaining conversions.
- Designed dedicated landing pages aligned with ad intent for better conversion rates.
- Continuous performance tracking, A/B testing, and keyword refinement.
Website Redesign
- Developed a modern, mobile-responsive website with improved navigation and visual consistency.
- Enhanced the user journey to highlight key biospecimen services and lead forms clearly.
- Optimized content structure for both user engagement and SEO visibility.
- Integrated clear CTAs, faster page load speed, and trust signals such as testimonials and compliance statements.
SEO Improvements
- Conducted comprehensive keyword research across biospecimen categories such as human serum samples, human tumor tissues, and human aqueous samples.
- Optimized meta titles, headings, internal linking, and content layout.
- Fixed technical SEO issues to improve site crawlability and indexing.
- Created topic-focused landing pages to attract niche traffic and high-intent visitors.
PPC Optimization
- Rebuilt Google Ads campaigns with refined ad groups and highly targeted keywords.
- Implemented an optimized bidding strategy to reduce CPC while maintaining conversions.
- Designed dedicated landing pages aligned with ad intent for better conversion rates.
- Continuous performance tracking, A/B testing, and keyword refinement.