Industrial Gear Drives 97% More Conversions

This manufacturer builds industrial gears, with a real product, solid capabilities, and genuine demand in the market.

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What it didn't have was a website that could capture any of that demand: buyers researching gear suppliers either never found the site, or found it and left without doing anything.

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The enquiries that did come in weren't from the engineering and procurement teams the business actually needed to reach, so the rebuild was scoped to fix visibility and conversion at the same time, not just one.

• An outdated site no longer reflected the company's actual capabilities, leaving search engines with thin, capability-light pages to work with
• Engineers and procurement teams do most of their supplier research before ever making contact, and the capability and spec-level content they needed wasn't there or wasn't findable
• Even the traffic the site was getting arrived and left immediately, with nothing on the page moving a visitor toward an enquiry
• No content pipeline, no off-page link building, and no authority signals meant the domain couldn't compete with established suppliers for commercial terms

• Rebuild the site to reflect the company's real capabilities and depth
• Get found for the exact terms engineering and procurement buyers search
• Turn arriving traffic into enquiries instead of immediate exits
• Build the domain authority needed to compete with established suppliers
• Put a compounding content and link programme underneath the rebuild, not just a one-time fix

• Rebuilt the site's page structure, information architecture, and content around the terms engineering and procurement buyers actually type
• Rebuilt the conversion path at the same time, so a visit landing on a capability page had somewhere useful to go next
• Mapped the non-linear way manufacturing buyers research, moving sideways across capability pages, product depth, and technical detail before ever making contact
• Scoped every new content page to a specific buyer question instead of a keyword
• Ran a link building programme focused on quality over volume, closing the domain-authority gap against suppliers with a head start
• Built authority signals to help search engines choose this site over competing suppliers on the same commercial queries

• 97% increase in key conversion events - Measured in the client's own GA4 data year over year, real buyer actions, not sessions or vanity engagement
• 7.25% reduction in bounce rate - More visitors stayed once they landed, instead of leaving immediately
• Conversions and bounce rate improved together - The combination that separates a real rebuild from a cosmetic refresh, more traffic alone would not move both numbers at once
• 3 root failures fixed - Visibility, conversion, and authority were treated as one connected problem instead of three separate fixes
• A compounding programme now underneath the site - Content and link building keep building authority instead of the site needing another rebuild in a year

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