Case study: ASML
Bringing ASML, the world’s supplier to the semiconductor industry, into the spotlight.
Redesigning the website
ASML is an incredibly important international company, but even as the “world’s supplier to the semiconductor industry” (a phrase Lindsay coined!), it wasn’t at the forefront of the news. Because ASML was ramping up its hiring efforts, it was important to compete with other tech innovators in recruitment. ASML launched a massive website redesign with Valtech.
About ASML
About Us pages are important when trying to gained foothold as a brand name. Lindsay researched the most common questions and targeted these — using FAQ components on the relevant pages — to ensure ASML became the source for any information about the company.
It still ranks #1 in Google SERPs (and AI search) for “what does ASML stand for,” one of the most common questions people have.
Careers
Recruitment efforts for ASML increased during our time there, so Lindsay focused on SEO efforts for the sectors in which they were hiring. She developed a number of pages targeting primary keywords, such as “software engineering jobs,” “mechanical engineering jobs,” and “data science jobs.”
In tandem with these on-site efforts, Lindsay also assisted in recruitment ad campaigns that ran on YouTube, Facebook, and Instagram.
Style guide
Before she tackled any of the website and ad efforts, Lindsay wrote the company’s first-ever Editorial Style Guide. To deploy it, Lindsay held a workshop and training session with the entire ASML Communications team to introduce the style guide and teach them how to use it — and, of course, why it was important!
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