Fiber Optic Case Study

Who Is Legacy Fiberoptics? 

Legacy Fiberoptics began in 2008 when a group of engineers left GN Nettest, a manufacturer of fiber optic test equipment, to keep critical optical calibration work in the United States. Over the years, Legacy Fiberoptics evolved from a single-product calibration shop into a full-service repair and calibration facility with international reach. Today, Legacy repairs and calibrates virtually any optical equipment, rents out test gear, sends technicians coast-to-coast to conduct fiber characterization services, and much more. More recently, Legacy has expanded into radio frequency testing with passive intermodulation analyzers (PIM) and cable analyzers, ensuring that its portfolio remains on the cutting edge of communications infrastructure. 

But while the company had technical credibility and loyal customers, its digital presence told a different story. In order to survive the new digital landscape, it was time for Legacy to invest in some new digital marketing efforts. 

Question to consider: What happens when your business expertise outpaces your online reputation? 

The Situation Before Cazbah 

When Gabriella Marchesani took ownership in 2022, Legacy’s website was outdated and underwhelming. It listed products that weren’t available anymore, failed to highlight new services, and did little to generate leads. Most orders came from existing customers who already knew the company, leaving little room to attract new business. 

Gabriella was frank about the challenge: “We didn’t really have results from the web. We had a website, but it wasn’t updated with what we actually did. Things not even available anymore were still listed there. We weren’t reaching people—we were just letting them come to us”. 

She knew investing in a new website and assistance with SEO was necessary to scale Legacy Fiberoptics.

Goals and Objectives 

Gabriella set clear priorities for her first year as owner. She wanted to legitimize Legacy’s market positioning, starting with WBE certification, while also cleaning up internal processes and building a steady flow of new customers. 

She wasn’t just thinking about short-term fixes—her vision included scaling the company through acquisitions and expanding into adjacent services. For that to happen, she needed a marketing partner who could both modernize Legacy’s digital presence and measure results with clarity. 

Her objectives included: 

• Earn WBE certification as a woman-owned business. 
• Clean up processes and track lead sources more effectively. 
• Attract new customers consistently, not just rely on legacy accounts. 
• Build a digital marketing foundation to support future acquisitions. 

Why Gabriella Chose Cazbah 

What convinced Gabriella to partner with Cazbah was not a sales pitch, but a relationship. She valued being educated rather than “sold to,” and she wanted a partner who could understand her small, niche business. 

“I felt understood,” she explained. “They got what we do—even though it’s a niche service—and could put that into words and content online. That was huge.” 

She also pointed to the human side of the partnership. The Cazbah team knew what was happening in her life and celebrated milestones while keeping the business work on track. That level of connection mattered as much as the digital results.

The Solution: Technology, Process, People

Cazbah’s production team began by completely revamping Legacy’s website. Gabriella met with the team a few times to ensure the website was designed and organized the way she liked. The site was modernized, mobile-friendly, and structured to clarify Legacy’s wide range of services. An online RMA submission system was added, streamlining lead capture and making it easy for new customers to request repairs with a very short form on the website. 

After the website was rebuilt, restructured, and relaunched, Gabriella began working with her IMC (Internet Marketing Consultant) to build a foundation of SEO for the website. She and her IMC, Kennedy, meet on a consistent basis to review the website for opportunities and work on projects like the WBE Certification announcement. Gabriella also works with Cazbah’s content team on a consistent basis to publish new blogs and new pages to the website. Legacy Fiberoptics’ new content was optimized around critical keywords like fiber optic test equipment and fusion splicer repair, boosting the company’s visibility and credibility. Dashboards like Google Analytics 4, Google Search Console, and SEMRush provided insights on exactly where leads were coming from and what services customers were seeking, giving Gabriella a much clearer picture of her market. 

In short, Cazbah delivered on three fronts: 

• Technology: Cazbah’s team rebuilt and relaunched the site, worked with Gabriella on a plan for SEO, strategized keyword optimization, and added more content to the website through our Content MVP program. 
• Process: Gabriella worked to improve her internal processes while also working with Cazbah to improve the RMA submission process on the website. She was then able to review the analytics in GA4 with her IMC and see the progress she and the Cazbah team were making. 
• People: Gabriella worked with Cazbah’s production team so they could rebuild her site exactly as she wanted. After the site launched, she worked directly with her IMC and the content team to get more leads to her website. 

Results: What Changed After Partnering with Cazbah? 

While working consistently with Cazbah’s team, Gabriella was able to start to see results and everyone’s hard work pay off. Legacy Fiberoptics began appearing on the first page of Google for high-value search terms and also became a reference in the A.I. overview.. New customers

found the company through simple searches, often submitting RMAs directly through the online form. The leads were no longer suspicious or spam-like. They were valid, qualified, and exciting. 

Gabriella shared, “Before, too many online RMAs were a red flag. Now, when they come in, they’re real. They’re from new customers. You get excited because it’s a real opportunity, not spam”. 

The return on investment was clear. Just three or four new RMAs in a month more than covered the cost of the service, especially since those new customers often turned into repeat business. And all of this was achieved without paying for Google Ads and staying consistent with SEO, GEO, and content writing. All of these things are included in the Content MVP plan with Cazbah Total Internet Marketing Solutions. 

Broader Impact on Strategy and Growth 

The influence of Cazbah extended beyond lead generation. Gabriella admired the structured communication, meeting recaps, follow-ups, and accountability. All of these things are related to Cazbah’s core values of PACE IT (Progress, Accountability, Creativity, Excellence, Integrity, and Transparency) and began applying that discipline in her own interactions with customers. She also found that Cazbah’s support gave her the confidence to pursue bold growth moves, including acquiring two other companies and moving her office to Utica, New York. 

When Legacy acquired Doers, a Canadian optical equipment repair center, and Laser Probe, a radiometer manufacturer, Cazbah helped communicate the news through blog posts, social content, and email marketing that tied the acquisitions to Legacy’s broader offerings. This positioned Legacy as a consolidator in its niche, expanding both capabilities and credibility. 

Even Gabriella’s fight for WBE certification was supported by Cazbah. Initially denied because she was considered “not technically capable,” she persisted with legal support and eventually won. Throughout the year-long battle, her IMC, Kennedy, encouraged her and prepared to promote the achievement once it came through. 

Lessons Learned and Best Practices 

Reflecting on her journey, Gabriella highlighted a few key takeaways that other industrial SMB owners could put into practice:

• Don’t assume legacy customers will sustain growth; you must continually attract new ones. 
• Organic SEO, done right, can outperform paid advertising in the long run.
• Relationships with marketing partners matter as much as the technical execution. 
• Even a few small wins—a handful of new RMAs—can justify the investment and create momentum. 

Looking Ahead 

Legacy Fiberoptics is now positioned for continued growth. Gabriella plans to explore e-commerce for parts and rentals, expand radio frequency services, and leverage WBE certification for larger contracts. With a digital foundation built by Cazbah, she has both the visibility and the confidence to scale. 

“Since partnering with Cazbah, we’ve definitely seen an increase in our online presence. People are finding us with a quick Google search—and that tells me it’s working,” Gabriella said.