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LightWare LiDAR initially engaged with Ruby Digital to support its business growth objectives by improving leads being generated as well as improving traffic to their website from target countries.
They operate in a highly technical and specialised market, where customers require detailed, application-specific information to evaluate sensor performance, integration suitability, and real-world deployment fit. This required a focused SEO and content strategy designed to improve both visibility and user engagement with technically relevant content. LightWare LiDAR needed to have clear and optimised content added to their website as well as nuanced website updates to make it easier for users to convert and become leads.
The primary business objective was to improve lead volume and traffic from target locations with a specific lead goal per month. To achieve this, our SEO strategy was designed around the following goals:
When Ruby Digital began work on the LightWare LiDAR account, there were several challenges to factor at the time.
Inaccurate e‑commerce tracking & limited visibility
At the outset of the partnership, LightWare didn’t have a reliable view of e‑commerce performance due to inaccurate and incomplete tracking implementation. This limited visibility into how users progressed through the purchase journey, from initial product interaction through to checkout and procurement, making it difficult to assess performance, optimise user behaviour, or accurately attribute revenue to key channels.
Establishing accurate e‑commerce tracking early in the partnership was critical to ensuring that future optimisation efforts were grounded in dependable data and aligned to commercial outcomes.
Clarifying product relevance across diverse technical use cases.
Within the LiDAR market, LightWare operates alongside competitors that extend beyond LiDAR manufacturing, often offering a broad portfolio of sensors and hardware solutions. While LightWare focuses exclusively on the design and production of high‑precision, high‑quality LiDAR sensors, many competitors benefit from larger brand recognition, broader market visibility, and an established presence across multiple product categories.
This dynamic made it challenging for LightWare to compete on brand scale alone. Improving competitiveness required a strategic shift toward clearly articulating LightWare’s specialist expertise, product differentiation, and unique technical advantages. By emphasising use‑case relevance, precision engineering, and LiDAR‑specific innovation, the challenge was to position LightWare as a dedicated authority within the LiDAR space, rather than a secondary offering within a broader hardware portfolio.
To support LightWare LiDAR’s growth and organic objectives, Ruby Digital implemented a structured content and blog strategy to support new product-focused content, improve visibility for search engines, and make the website more engineer-friendly.
Content update on their core application pages
To support user decision-making across key use cases, Ruby Digital expanded and refined the content on LightWare’s Autonomy & Robotics application pages. The updated content provides deeper, application-specific context on how LightWare LiDAR sensors are used within various UAV and robotic systems, clearly mapping sensor capabilities to real-world operational requirements.
By addressing specific drone and robotic use cases, such as altitude control, terrain following, obstacle avoidance, and precision positioning, the content helps users understand where LightWare’s LiDARs fit within their existing systems and why certain product features are critical to performance within their industry.
In parallel, Ruby Digital began developing core application content for the Sensing & Automation pages, shifting the narrative beyond drone-centric use cases to highlight LiDAR adoption across broader industrial and automation environments. This approach positions LightWare’s technology as a versatile sensing solution for multiple industries, supporting stronger relevance, clarity, and commercial intent.
Blog implementation to support the core application pages and product pages
To support both the application and product pages, Ruby Digital implemented a targeted blog content strategy focused on demonstrating real-world LiDAR use cases within the UAV and robotics space. These blog articles explore specific applications in greater detail, providing technical context and practical examples that reinforce the performance, reliability, and suitability of LightWare’s LiDAR sensors for specialised use cases.
In addition to application-led content, we collaborated with LightWare to develop customer stories that showcase how their LiDAR technology is deployed within mission-critical systems. These stories provide tangible proof of performance while strengthening credibility and trust among prospective customers.
Ruby Digital also produced supporting blog content aimed at reinforcing LightWare’s presence within the US market, positioning the brand as a differentiated and specialist LiDAR manufacturer. This content helped clarify LightWare’s value proposition and highlight its key differentiators.
Website changes and additions
To improve overall user journeys and on-site engagement, Ruby Digital recommended and implemented a series of structural website enhancements. These included updates to the primary navigation, where concise descriptive text was introduced to key product links, giving users immediate context before entering deeper product pages.
Across longer-form content, Ruby Digital added strategically placed calls-to-action to guide users toward high-intent actions, supporting improved engagement and conversion performance. Internal linking structures were also refined to enhance site crawlability, strengthen topical authority across key pages, and improve the flow between related content areas.
To support long-term organic visibility, this work was complemented by targeted external link acquisition, reinforcing keyword relevance and authority across priority product and application pages.
Across a year-on-year comparison period (April 2025 to March 2026 vs April 2024 to March 2025), the strategy we focused on delivered clear gains in metrics, showing an improved visibility (sessions), with a higher yield of viable leads.
