- Case Study -

Ross Optical

Doubling the Number of New Customers in 18 Months


Ross Optical is a top-ranking supplier for some of the largest OEMs and prime contractors in medical devices, instrumentation, and machine vision/robotics. Headquartered in El Paso, TX, Ross specializes in custom and hard to find optical components.



Ross Optical, which sells both catalog and OEM custom optics, noticed a gradual decline in sales from traditional marketing.  They needed help to develop and execute a strategy to attract new customers and showcase their expertise in custom optical componentry. 





We worked with Ross to create a strategy to improve their catalog and OEM sales. We redesigned their website, including optimizing for keywords, in order to attract leads and generate RFQs. As a result, RFQ requests have grown year over year by double digits.

Ross saw an increase in traffic and sales from content marketing strategies, namely the creation of high-quality, original, educational content. 

Seven years later, Launch continues to help them achieve continued growth, month after month, as Ross Optical's marketing team, through the founder's exit and integration into a new parent company. 


Scope of Work:

  • Website development
  • HubSpot implementation
  • Social media (LinkedIn & Twitter)
  • Content marketing
  • Website design
  • Sales strategy and sales coaching
  • Marketing strategy
  • HR / recruitment
  • Tradeshow presence
  • PPC / digital ads

New leads in 12 months


Increase in web traffic year over year

2x customer base after 18 months


All-time conversion rate on content offer landing pages


Faced with increased competition and declining sales, Launch helped redefine their offering, doubling their customers in the first 18 months.

Since then, they have had consistent growth. Through inbound marketing, email and tradeshows, we’ve turned it around—with double-digit revenue growth year after year for the last 5 years.

Their new website resulted in 96% increased traffic and 378 new leads. We also supported their sale & merger with a strong and compelling launch.

"Michele and her team came with a strong recommendation. She is well connected and well-respected in our industry. Her marketing expertise impressed us, and in a year and a half we have almost doubled our new customers."
Ed Ross
CEO and Founder