Circom, Inc. - Case Study
Modernized messaging and clear service paths that honor legacy and drive leads
Challenge
Outdated design and confusing navigation hid Circom’s services and credentials.
Leadership wanted to keep the site’s familiar tone while modernizing its look.
Important trust signals — 50+ years in business, U.S. design/manufacture, woman‑owned, and the founder’s legacy — needed prominent placement.
The market risked treating Circom as a commodity; we needed to surface experienced engineers, personal service, and long-term customer commitment.
Circom Inc., a 50+ year U.S. electronics manufacturer, needed a site refresh that modernized design and clarified services while preserving the company’s legacy, woman‑owned status, and commitment to customer service. Mast & Brook focused on strategic messaging and a content‑forward wireframe that the designer used to build a trust‑forward, lead‑generating site that helps Circom stand out in a crowded, commodity-driven market.
Before: legacy elements buried, service navigation unclear
Role & Services Provided
Stakeholder interviews: several hours with leadership plus customer service input to capture history, values, and buyer needs.
Messaging: crafted headline language, value claims (woman‑owned, USA manufacturing, founder legacy), and differentiators emphasizing senior engineering expertise and personalized service.
Wireframe: content‑forward homepage and service‑page templates with annotated copy and CTA placement for the designer.
CTA strategy: placement and wording to create clear next steps for buyers.
Key Deliverables
Homepage copy and wireframe emphasizing trust, differentiation, and lead pathways
Services page template plus bullets for each service and individual service page structure
Annotated wireframe for the designer with recommended hero visuals, video placement, and CTA locations.
Services: service blocks on homepage with landing pages for each
Timeline
Initial meetings: a couple hours to capture story and goals
Messaging & wireframe: ~1 week to deliver templates and annotated copy
Designer implementation: a few weeks to update the live site
Design & Messaging Decisions
Modern hero with eye‑catching graphics/video to refresh the look while retaining the site’s warm tone.
Prominent placement of woman‑owned and USA manufacturing claims to build trust immediately.
Differentiation copy that spotlights experienced engineers, personal service, and commitment to customers so Circom reads as a partner, not a commodity.
Strong About section honoring the founder’s legacy and demonstrating continuity of values and integrity.
Service bullets on the homepage and dedicated service pages so visitors find what they need quickly and search engines index each service separately.
Clear, prominent CTA button across pages to drive lead generation.
About: founder legacy section that preserves company tone and values
Outcomes
Leadership felt the site update honored Circom’s history while positioning the company as a modern, differentiated partner.
Services and differentiators are easier to find; trust signals are prominent, creating a clearer path for prospective customers to reach out.
Sales and customer service now have a site that supports outreach and converts inquiries into conversations.