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How an industrial gear manufacturer grew conversions 97% year over year

Project Overview

Organization

Industrial gear manufacturer (anonymised under NDA)

Industry

Manufacturing · industrial gears

Scope

Website rebuild · content programme · off-page link building

Buyers served

Engineering and procurement teams researching gear suppliers

Comparison window

2025 vs 2024

Products / Services Used

  • SEO
  • Website Rebuild
  • Content Strategy
  • Link Building

This manufacturer builds industrial gears. The product was real, the capabilities were solid, and demand in the market existed. What didn't exist was a website that could capture any of it.

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Buyers researching gear suppliers either never found the site, or found it and left without doing anything. The enquiries that did come in weren't from the engineering and procurement teams the business actually needed to reach.

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The rebuild was scoped to fix both failures at once: make the site findable by the target buyers, and make the site work when they landed on it.

Performance Insights

Key results for the client

+97%

Increase in key conversion events, year over year

7.25%

Reduction in bounce rate

3

Root failures fixed: visibility, conversion, authority

Client Objectives

What the site was failing at

1.
An outdated website that didn't reflect the company's capabilities.

The site no longer reflected what the company actually did or what it was capable of. Search engines had thin, capability-light pages to work with. Buyers who did land on it found nothing that answered their questions or moved them toward an inquiry.

2.
Buyers who couldn't find the site in the first place.

Engineers and procurement teams do most of their supplier research before ever contacting anyone. The pages those buyers needed to find, capability content, product depth, spec-level answers, weren't on the site or weren't findable. Search engines had thin content to work with, so the site wasn't showing up in the queries that mattered.

3.
Traffic that arrived and left immediately.

Even the visits the site was getting were being wasted. The experience wasn't answering buyer questions or moving anyone toward an enquiry.

4.
No compounding programme underneath any of it.

No content pipeline, no off-page link building, no authority signals. The domain couldn't compete with established suppliers for commercial manufacturing terms, and nothing about the existing setup would fix itself over time.

Mavlers Strategy

The buyer's research pattern, turned into a ranking strategy

1.
New SEO-optimised website

The site was rebuilt around the company's actual capabilities. Page structure, information architecture, and content were designed to rank for the terms engineering and procurement buyers actually type. The conversion path was rebuilt at the same time so a visit that landed on a capability page had somewhere useful to go next.

2.
Content programme

Manufacturing procurement isn't a linear funnel. Buyers move sideways across capability pages, product depth, and technical detail before contacting anyone. The content plan mapped that behaviour and built the pages the research pattern needed. Every new page was scoped to a specific buyer question, not a keyword.

3.
High-quality link building

A link building strategy was launched focused on quality over volume, building the domain authority needed to compete for commercial terms against suppliers who had a head start. Authority signals tell search engines which sites deserve to rank when multiple suppliers are competing for the same buyer query.

Results

What changed, 2025 vs. 2024

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97% increase in key conversion events

Key events tracked in GA4 (the client's own analytics, not a proxy) rose 97% in 2025 compared to 2024. These are the conversion actions the manufacturer counts as commercially meaningful. Not sessions, not clicks, not vanity engagement. Actions that indicate a real buyer moving toward a real enquiry.

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7.25% reduction in bounce rate 

More visitors stayed. More of them acted. The two numbers moving together is the diagnostic that separates a real rebuild from a cosmetic refresh. Conversions can climb on more traffic alone. Bounce rate can drop on better-qualified traffic alone. Both moving in the right direction at the same time means the site is doing more work per visit, not just more visits.

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Sandra Field

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