NDT Lab Marketing Playbook (2025)

Intro: what you’ll get

Turn UT/RT/MT/PT/ET searches into more quote-ready requests—without adding headcount.

What you get	Why it matters	Where it shows up
Clear site paths to a quote	Fewer dead ends, more RFQs.	Method pages, service-area pages
Standards shown in plain view	Buyers see you meet the spec at a glance.	Method pages, certificates, reports
A cleaner RFQ flow	Higher submit rate and faster follow-up.	RFQ page + thank-you & routing

Who this is for & success criteria

What you’ll get: A simple scorecard that says who should use this playbook and how to know it’s working.

Item	Details	How we’ll measure
Who it’s for	NDT labs serving aerospace, energy, fabrication, castings/forgings, weld QA.	—
Mindset	Quality-driven labs comfortable showing standards and sample reports.	—
When to use it	New contract pressure, audit coming up, mobile crews under-booked, thin method pages.	—
Main goals	More views on method pages, more RFQ clicks, more qualified RFQs submitted.	Page views → RFQ clicks → RFQ submits
Quality signals	Standards listed on page, Level II/III visible, certs linked with scope, redacted sample reports.	Spot check on live pages
Value metric	Total quoted value per week and % coming from method pages.	CRM or simple tracker
Speed to impact	Time to first RFQ from a new method page; days from RFQ to scheduled work.	Dates on RFQs/jobs

30/60/90 plan

Day mark	What ships	Proof it worked
30	Site structure live: Methods, Service Areas, Proof Hub, RFQ—each with a clear next click.	Method page views and first RFQ click-throughs
60	Standards and people proof tightened; RFQ fields trimmed to 7–9; on-site toggle active.	Higher RFQ submit rate; fewer “please send certs” emails
90	Two case studies published; 5–10 relevant links; top method pages tuned for conversion.	More qualified RFQs; faster scheduling calls

Site architecture for NDT labs: turn search terms into quote paths

What you’ll get: A ready-to-build site map that routes “UT/RT/MT/PT/ET” searches to a tracked RFQ in as few clicks as possible.

Site tree (clean, skimmable, expandable)

Home
- Hero (methods + industries), proof-strip (logos/certs), RFQ button
Methods
- Ultrasonic Testing (UT)
  - PAUT (Phased Array UT)
  - TOFD (Time-of-Flight Diffraction)
- Radiographic Testing (RT)
- Magnetic Particle (MT)
- Liquid Penetrant (PT)
- Eddy Current (ET)
- Mobile / On-site NDT
Industries: Aerospace · Auto · Energy · Castings/Forgings · Weldments · Composites
Standards & Approvals: ASTM index · NAS 410 · SNT-TC-1A/CP-189 · Nadcap (AC7114) · ISO/IEC 17025 (if applicable)
Proof Hub: Case studies · Certificates · Equipment list (specs) · Personnel quals · Sample reports
Resources: How NDT works (buyer-safe) · Turnaround times · Acceptance criteria · Defect types
RFQ / Quote: 7–9 fields · file upload · confidentiality/lead time microcopy · SLA routing
Locations: City/region pages (GBP targets) + driving directions
About / Contact: Leadership · facility photos · compliance contacts

Avoid these pitfalls: thin method blurbs, PDF-only scope pages, and no next click from proofs to RFQ.

Page	Purpose	Primary KW	Next click
UT (parent)	Explain scope, materials, defects; show capability limits.	ultrasonic testing services	PAUT, TOFD, RFQ
PAUT	Sell speed/coverage vs. UT; list probe/configs & examples.	phased array ultrasonic testing	Case study (PAUT) → RFQ
TOFD	Clarify crack sizing; weld QA use cases; tolerances.	tofd inspection services	Sample report → RFQ
RT	Film vs. digital; density/contrast; safety/location rules.	radiographic testing services	Industries that require RT → RFQ
MT	Wet/fluorescent vs. dry; part size limits; indications.	magnetic particle inspection services	Acceptance criteria (MT) → RFQ
PT	Fluoro vs. visible; sensitivity levels; materials/finish.	liquid penetrant testing services	ASTM E1417 block → RFQ
ET	Conductive materials only; crack detection; tubing.	eddy current testing services	Equipment list (ET) → RFQ
Mobile / On-site NDT	Geography, mobilization fees, access constraints.	mobile ndt inspection	Call now / RFQ
Industries → Aerospace (example)	Tailor defects/standards to use case; highlight approvals.	aerospace ndt testing	Standards & Approvals → RFQ
Standards & Approvals (index)	Pass procurement fast with visible evidence & links.	ndt standards (astm, nas 410, etc.)	Certificates → RFQ
Proof Hub → Case Studies (grid)	“Before/after” risks, TAT, defect caught, $ impact.	ndt case studies	Related method page → RFQ
Proof Hub → Certificates	Centralized trust bar: Nadcap, 17025, NAS 410, SNT-TC-1A.	ndt certifications	Footer trust links → RFQ
Resources → Turnaround Times	Set expectations by method/part; rush policy.	ndt turnaround time	RFQ (auto-select rush)
RFQ / Quote	Convert; collects specs and files; confirms SLA.	ndt quote	Thank-you page (routing & ETA)

Do this → you get X: Give every page a “next click” to RFQ → you turn information seekers into measured pipeline.

Standards & approvals that pass procurement

What you’ll get: A proof stack that answers “Are you qualified?” before purchasing has to ask.

What belongs where (show proof where it’s checked)

Standard/Approval	What it proves (in procurement terms)	Where to show (so it’s seen)
ASTM E1417 (PT)	Process control & sensitivity for penetrant inspections; traceable technique.	PT page · Standards index · Sample report caption
ASTM E1444 (MT)	Magnetization & demag controls; proper media & illumination; indication evaluation.	MT page · Standards index · Inspection video caption
ASTM E213 (UT)	UT calibration & technique for tube/round products; flaw detection reliability.	UT/PAUT page · Equipment list (cal blocks) · Case study
ASTM E273 (UT)	Straight-beam UT of plates; coverage rules for production parts.	UT page · Aerospace/Metals industry pages
NAS 410	Personnel qualification for aerospace NDT (Level I/II/III).	Personnel quals page · Aerospace industry page · Footer trust
SNT-TC-1A / CP-189	Employer-based qualification program (written practice, training, exams, OJT hours).	Personnel quals page · Sample WP excerpt (redacted)
Nadcap (AC7114)	Aerospace special process accreditation for NDT (audit discipline-specific).	Certificates page · Header trust strip · Aerospace industry
ISO/IEC 17025	Competence & traceability of testing (if lab offers calibrated measurements/reports).	Certificates page · method pages (if in scope) · RFQ sidebar

Bold with a job: Match each proof to the page where buyers decide—method, industry, or RFQ.

ASTM practices (make them buyer-visible)

First line: Buyers shouldn’t have to open a PDF to see you follow the right practice.

Put the exact practice ID (e.g., ASTM E1417/E1417M) in your method H1/H2.
Add a one-line lay summary under the method intro: “We run E1417 Level 2 with fluorescent penetrant for fine surface cracks on aluminum housings.”
Caption your evidence: “E1444 demag verification—gaussmeter reads within spec before release.”
Do this → you get X: Standards-aware visitors convert faster because proof is in their line of sight.

Personnel qualifications (NAS 410, SNT-TC-1A/CP-189)

First line: Procurement signs off faster when Level II/III quals are obvious and current.

Maintain a live “Personnel Qualifications” page with Level, method, expiry dates (month/year only).
Link a redacted Written Practice excerpt to show SNT-TC-1A/CP-189 compliance without leaking PII.
On aerospace pages, name the Responsible Level III with contact routing.
Do this → you get X: Fewer back-and-forth emails and shorter vendor onboarding.

Accreditations (Nadcap, 17025)

First line: Logos help, but linked certificates with scope win audits.

Certificates page: host current PDFs; add issue/expiry and process scope in plain text.
Trust strip (site-wide): Nadcap/17025 badges that click to the certificates page (not a dead image).
Method pages: add scope callouts (e.g., “Nadcap AC7114/2 PT Level 3 oversight”).
Do this → you get X: Zero “please send your certs” emails and smoother PO release.

Local vs. national discoverability: capture nearby dispatch + nationwide intent

What you’ll get: A two-lane plan: rank locally for urgent on-site jobs while method pages win national “UT/RT/MT/PT/ET” searches.

The two-lane play (Local | National)

Lane	Core move	Why it works	Do next
Local (on-site/mobile)	Google Business Profile + Service Area (cities/regions you actually dispatch to)	Proximity + photos of your rig/equipment drive calls for same-week work.	Add “Mobile NDT / On-Site” page per region; embed map, dispatch phone, hours, rush fee policy.
National (method-led)	Authoritative method pages (UT, RT, MT, PT, ET + PAUT/TOFD)	Search intent = method + “services”; proof beats location.	Publish evidence blocks (standards, scope, sample report, acceptance criteria) + RFQ next click.

Issue → solution mini-rows (implement these, get booked faster)

Issue: “We only rank in our city.”
Solution: Service-area pages (not doorway spam): each with industries served, mobilization details, min order, photos of fieldwork.
Issue: Calls go to the main line; on-site crews are idle.
Solution: Dedicated dispatch DID on local pages/GBP; “Press 1 for mobile unit” IVR; call-tracking per region.
Issue: National traffic bounces.
Solution: Method pages with proof-in-view (standard IDs in H2s, redacted reports, equipment lists) + “Get a coverage check” micro-CTA.
Issue: Thin “We do UT in all 50 states” page.
Solution: Cluster by industry use case (e.g., “UT for pressure vessels,” “PAUT for weld QA”) with acceptance criteria tables.

Do this → you get X: Local pages feed the truck; national method pages feed the pipeline—both route to tracked RFQs.

What you’ll get: A simple link system your team can follow without second-guessing.

The rules (print these)

1 up, 2 sideways, 1 down.
- Up: current page → parent hub (Methods, Industries, Proof).
- Sideways: to siblings (e.g., UT ↔ RT) and related proofs (standards, case study).
- Down: to RFQ or a deeper child (PAUT/TOFD).
Breadcrumbs mirror IA.
- Home > Methods > Ultrasonic Testing > TOFD
Every page has a next click.
- Primary: RFQ; Secondary: coverage check, sample report, book a call.
Footer “Popular” rails are real, not random.
- Popular Methods and Popular Standards = the 5 most visited in GA/GSC last 90 days.
Proof isn’t a cul-de-sac.
- Certificates, case studies, and reports link back to the deciding method page + RFQ.

Micro link-map (copy this pattern)

From (page)	To (1 up)	To (sideways #1)	To (sideways #2)	To (1 down)
UT (parent)	Methods hub	RT (comparison)	Case Study: UT vs RT	RFQ
PAUT	UT (parent)	TOFD	Equipment list (PAUT probes)	Sample PAUT report → RFQ
MT	Methods hub	PT	Standards: E1444	Acceptance criteria → RFQ
Aerospace industry	Industries hub	Personnel quals (NAS 410)	Nadcap certs	RFQ
Certificates	Proof hub	Method pages (scoped)	Responsible Level III	RFQ

Do this → you get X: Links enforce a quote path → more RFQs per session with cleaner attribution.

CRO for RFQs (quote page anatomy): fewer fields, stronger signals, faster routing

What you’ll get: A high-converting RFQ with just enough friction to qualify, plus copy you can paste.

Page anatomy (7–9 fields that matter)

Contact: Name, Work email, Phone (validation, optional extension).
Company & role: For routing and SLA (buyer vs. engineer).
Method(s): UT / RT / MT / PT / ET / PAUT / TOFD (multi-select).
Part context: Material, geometry/size, quantity/lots.
Standard/criteria: ASTM/NAS/Customer spec (free-text with autosuggest).
Timeline: Need-by date; rush? (Y/N) shows rush policy.
Location: On-site vs. ship-to lab; address or region if on-site.
Uploads: Drawings/spec/P.O. terms (PDF/DWG/JPG, max size, count).
Consent & confidentiality: Checkbox + short promise.

Microcopy that removes fear (paste-ready)

Confidentiality: We sign MNDA on request. Drawings and specs are stored in a restricted project workspace.
Lead time: Typical turnaround: PT/MT 2–3 days, UT/PAUT 3–5 days, RT 4–6 days. Rush options shown after upload.
On-site work: Mobile crews cover [regions]. Include site access notes (badging, safety, lift requirements).

Smart routing & thank-you flow

Dynamic router: If On-site = Yes → send to Dispatch with region tag; else to Inside Sales.
Method weights: PAUT/TOFD → Level III review; RT → safety compliance checklist.
Thank-you page: Confirms ETA, owner, and next step (e.g., “Expect a scope confirmation call by 3pm ET.”).
Autoreply: Includes case study link matching the selected method and a calendar link.

Copy block sample (hero + reassurance)

Get a same-day scope check.
Upload your drawing or spec and choose On-site or Ship-to Lab. We quote to your standard (e.g., E1417, E1444, E213) and confirm turnaround before you commit.

Acceptance criteria & file guidance (keeps quotes clean)

Accepted files: PDF, DWG, STEP, JPG/PNG (≤25MB each, up to 5).
Tell us this up front: material, finish, NDT level, access constraints, weld length/heat-affected zone, and any customer-specific accept/reject notes.

Do this → you get X: 7–9 precise fields + smart routing = higher submit rates, fewer back-and-forths, and faster scheduled work.

FAQs: quick answers that unblock action

What you’ll get: Straight answers to the questions buyers and marketers ask first—so you can ship.

Do we need separate pages for each ASTM?

Yes—when the practice drives buying. If it’s a decision keyword (e.g., E1417 penetrant levels), give it a page; if it’s supportive, feature it on the method page with a clear callout and a sample report screenshot.

Can an NDT lab rank nationally without offices everywhere?

Yes—on method intent, not city intent. Build authoritative method pages (UT/RT/MT/PT/ET + PAUT/TOFD), show standards-in-view, and link proof → RFQ. Use service-area pages only for on-site dispatch.

How many method pages should we launch first?

Start with 5–7 pages you can prove today. Ship UT/RT/MT/PT/ET + your best advanced child (PAUT or TOFD). Proof beats inventory, so include sample reports, equipment, and acceptance criteria.

Do we need location pages for every city we travel to?

No—define regions, not every zip. Create service-area pages by region with dispatch details, photos of mobile setups, and a tracked phone. Avoid doorway clones.

Should we publish pricing?

Publish ranges and drivers, not rate sheets. Give turnaround tiers and what changes cost (part size, access, standard level). Clarity reduces tire-kickers without boxing in quotes.

Final checklist & CTA: ship, measure, iterate

What you’ll get: A last-mile punch list and a single action to start pipeline.

☑ Architecture live: Methods → Industries → Proof → RFQ all published with next-clicks.
☑ Standards visible: ASTM/NAS/Nadcap called out on method pages, not buried in PDFs.
☑ On-site ready: Service-area pages + dispatch DID + mobile photos + rush policy.
☑ RFQ converts: 7–9 fields, on-site toggle, uploads, thank-you with ETA & owner.
☑ Link rules enforced: 1 up, 2 sideways, 1 down on every page.
☑ Measurement set: Page groups, RFQ source tags, case-study autolinks in autoresponder.
☑ Proof hub working: Certificates, personnel quals, sample reports loop back to RFQ.

NDT Site Audit: 10 findings in 10 days.
Book a quick audit and receive a prioritized punch list: missing proof-in-view, leak-off pages, weak next clicks, and RFQ friction—plus the exact fixes to turn search into scheduled work.

The NDT Lab Marketing Playbook for 2025