Case Study: Northman Sheet Metal’s Strategic SEO Manufacturing Success
Northman Sheet Metal, a precision sheet metal and fabrication company, was known for its craftsmanship and technical expertise. Despite its well-regarded reputation within the manufacturing industry, its online presence was underdeveloped. This meant it missed out on opportunities to attract potential clients in a marketplace that increasingly relied on digital visibility.
Challenges:
- Weak Online Presence: Northman’s website didn’t reflect the quality of their work, leaving potential customers unaware of their capabilities.
- Search Engine Invisibility: They were not appearing in search results for critical industry terms, making it difficult for new customers to find them.
- Reaching New Clients: Northman needed to enhance its outreach to attract potential clients as more customers use online searches to find manufacturing partners.
Growth Goals and Why They Matter:
- Improve Online Visibility
In today’s digital-first marketplace, being easily found online is essential. Northman Sheet Metal was losing out on potential business because its website wasn’t optimized for search engines. By improving its online visibility, the company could better represent its leadership in the sheet metal industry and capture the attention of prospective clients searching for its services. - Rank Higher on Search Engines for Relevant Industry Terms
Appearing on the first page of search engine results is critical for attracting new customers, especially in industries where clients do extensive research before making decisions. Ranking higher for industry-specific keywords like “precision sheet metal fabrication” was a key objective because these terms align directly with what potential clients were searching for, improving the chances of converting visitors into leads. - Attract Better-Quality Leads
Getting more traffic to a website isn’t valuable unless that traffic is from people interested in the services provided. Northman wanted to increase the number of visitors and improve the quality of those leads. The goal was to attract people actively searching for high-quality sheet metal services to translate their marketing efforts into actual business. - Establish a Strong Digital Brand Presence
For a company with Northman’s reputation for craftsmanship, having an online presence that reflected its offline excellence was essential. The goal was to ensure that potential customers viewing their website would immediately recognize their expertise and leadership, reinforcing confidence in their ability to deliver on complex projects.
Search Engine Strategy
Green Thoughts developed a focused SEO strategy to meet these goals, which included three main components:
- Keyword Optimization: Identified industry-specific keywords like “precision sheet metal fabrication” that potential customers were searching for, integrating these into the website to improve rankings.
- Content Creation: Crafted case studies, blog posts, and whitepapers to showcase Northman’s expertise and previous successful projects, giving clients a clear sense of their technical skills.
- Technical SEO Enhancements: Optimized the website’s backend by improving page speed, ensuring mobile-friendliness, and fixing technical SEO issues hindering search engine visibility.
Search Engine Implementation:
- Technical Audit: We thoroughly audited Northman’s website, identifying key issues like slow page loading times and a lack of mobile optimization. Addressing these technical barriers helped boost user experience and search engine rankings.
- Keyword Integration: Industry-relevant keywords were seamlessly integrated into the website’s metadata, headers, and content. This included niche terms like “sheet metal fabrication,” ensuring Northman appeared in searches for the services they excelled at.
- Content Strategy: We developed a steady stream of high-quality content, including blog posts, case studies, and whitepapers demonstrating Northman’s industry expertise. These pieces of content helped with search engine rankings and built trust with potential clients.
Results
The results of the SEO strategy were significant:
- 204.7% Increase in Organic Traffic: Northman Sheet Metal saw a dramatic increase in organic traffic to its website in six months. This wasn’t just more visitors—it was relevant traffic comprised of potential clients actively searching for sheet metal fabrication services.
- First-Page Rankings for 88.4% of Targeted Keywords: Northman’s site achieved first-page rankings for nearly all of the carefully selected keywords, making them one of the top options in search results for industry-relevant terms.
- 63.5% Increase in Lead Conversion Rate: The quality of leads improved, and the percentage of inquiries converted into contracts grew significantly. The improved online visibility now brings in more qualified leads genuinely interested in their services.
Client Testimonial:
“Green Thoughts completely revamped our online presence. Their SEO strategy didn’t just bring more traffic—it brought the right kind of traffic. We now get inquiries from potential clients genuinely interested in our high-quality fabrication services. Our project portfolio is finally getting the attention it deserves, and our reputation as a leader in the industry is now just as strong online as it is offline.”
– Erik Northman, CEO of Northman Sheet Metal
Key Takeaways:
- Visibility Equals Opportunity: By improving their online visibility, Northman Sheet Metal ensured they were seen by potential clients searching for their services. This visibility allowed them to capture opportunities they were previously missing.
- First-Page Rankings Matter: Achieving first-page rankings for nearly all targeted keywords was a game-changer. It increased the chances of Northman being found by clients actively seeking sheet metal fabrication services, which directly impacted lead generation.
- High-Quality Content Builds Trust: The creation of authoritative content, like case studies and blog posts, not only helped with SEO rankings but also established Northman as a trusted leader in their industry, reassuring potential clients of their expertise.
- Better Leads Mean Better Business: It wasn’t just about attracting more traffic but the right kind of traffic. By targeting specific keywords and improving visibility, Northman saw a significant improvement in the quality of their leads, resulting in more contracts and better business relationships.
Parting Thoughts
This case study showcases how Northman Sheet Metal successfully used SEO to align its online presence with its industry expertise. By implementing a well-targeted keyword strategy, producing authoritative content, and addressing technical website issues, Northman was able to significantly increase its visibility and generate higher-quality leads. Green Thoughts’ tailored SEO approach ensured that Northman was found online and chosen by potential clients, leading to tangible business results. Get Started Today.
