The Challenge
A structural steel fabrication company serving the Midwest commercial construction sector for over two decades. Despite excellent capabilities and certified welding operations, they faced several growth challenges:
- Over-reliance on a few general contractors for 80% of revenue
- Limited geographic reach beyond their regional market area
- Outdated website that didn't showcase their capabilities
- No digital presence or online lead generation strategy
- Losing bids to competitors with stronger online presence
When their largest client reduced orders by 40% due to market conditions, ownership realized they needed to diversify their customer base urgently.
Our Strategy
Phase 1: Website Redesign & Optimization
We rebuilt their website from the ground up, focusing on showcasing their structural steel capabilities, project gallery, and certifications. Key improvements included:
- Mobile-responsive design optimized for construction professionals
- Detailed capability pages for each service type
- Project gallery with specifications and tonnage
- Streamlined RFQ form with drawing upload capability
- Trust signals including welding certifications and insurance details
Phase 2: SEO Campaign
We implemented a comprehensive SEO strategy targeting high-intent keywords in the steel fabrication industry:
- Targeted keywords: "structural steel fabricator Midwest," "steel beam fabrication regional," "commercial steel fabrication"
- Created location-specific landing pages for surrounding states
- Built backlinks from construction industry publications
- Optimized Google Business Profile for local searches
Phase 3: Google Ads Campaign
Launched targeted Google Ads campaigns to capture immediate high-intent searches:
- Search campaigns targeting steel fabrication RFQ keywords
- Geographic targeting expanded to 5-state region
- Remarketing campaigns to re-engage website visitors
- Call tracking to measure phone inquiries
The Results
Foundation Building
New website launched, SEO optimization started, initial Google Ads testing.
Traffic Growth
Website traffic increased 180%. First leads from new geographic markets.
Lead Acceleration
Lead volume up 200%. Won first project in new geographic market.
Full Results
267% increase in qualified leads. $1.4M in new contracts closed.
"R3volution understood our industry from day one. They knew what keywords mattered and how procurement managers and general contractors actually search. The leads we get now are exactly the type of projects we want to bid on."
— M.R., Sales Manager, Metal Fabrication CompanyKey Takeaways
- Industry-specific SEO targeting construction buyer intent keywords
- Geographic expansion through targeted landing pages
- Professional website builds credibility with decision-makers
- Google Ads provides immediate visibility while SEO builds long-term
- Consistent lead flow reduces dependence on single customers