Franklin Brazing & Metal Treating

Services

Summary

Franklin Brazing & Metal Treating is an industrial services company located in Lebanon, Ohio. After a change in leadership, they decided it was time to modernize their lead generation process. Tasked with driving growth, we began with a digital site audit and SEO analysis, recommended site enhancements, and launched a Google Ads campaign with lead-generating landing pages.

Results

The work generated $6.46M in quoting opportunities and $1.82M in realized revenue, with 41 leads and $200K+ in quote value in the first 100 days. Paid search performance improved sharply: +196% clicks and -62% cost per click.

THE RESULTS

In the first three and a half months of implementing our comprehensive digital marketing strategy, we successfully generated 41 leads for Franklin Brazing, with a quoting value exceeding $200,000.

The Problem

Franklin Brazing was ready to grow their sales pipeline, prompting a comprehensive digital marketing initiative to dive into challenges and accelerate new business opportunities. We conducted a detailed audit examining Franklin Brazing’s website performance, user experience, SEO standing, and digital marketing efforts to identify opportunities for growth.

ISSUES

Digital Marketing Campaign

Analyzing their digital marketing performance revealed several issues and concurrently, optimization opportunities. Ineffective keyword targeting, the absence of a well-defined ad strategy, and insufficient budget allocation were all contributing to limited campaign reach and effectiveness.

SEO & Content Strategy

Franklin Brazing’s SEO performance was lacking in several areas. The website was missing H1 tags on the homepage and had a suboptimal HTML heading structure, negatively impacting search engine rankings. Additionally, the domain authority was low, and the number of organic keywords had declined over time. Most traffic was direct, with minimal referral traffic due to backlinks from low-authority domains.

Website Performance

Our audit found technical and user experience issues hindering Franklin Brazing’s ability to convert customers. Mobile and desktop responsiveness were poor, with critical elements like CTAs and navigation not easily accessible. Additionally, the site had significant accessibility and security vulnerabilities.

The Solution

To address Franklin Brazing’s plateauing sales, we implemented a comprehensive digital marketing strategy across their website performance and Google Ad campaigns to enhance their digital presence and drive growth.

Through our site audit, we identified a need to improve some aspects of the user experience and technical performance. To address this, we optimized the mobile website navigation, improved contrast for better accessibility, enhanced website security, and increased the site’s load speed on both desktop and mobile.

To improve SEO and boost organic search traffic, we conducted keyword research and curated a list of targets that aligned with how prospective customers would search for Franklin Brazing, while also considering keyword search volume and ranking difficulty. We took these keywords and used them to optimize meta descriptions, title tags, and on-page content. We also added and restructured HTML headings for better indexing of the website.

To improve Franklin Brazing’s Google Ads performance, we developed a comprehensive ad strategy by identifying high-value keywords with commercial intent and creating specific ad groups for core services like annealing, brazing, and metal heat treating. We refined geographic targeting to focus on key regions in the Midwest and Southeast, ensuring ads reached relevant audience segments. We crafted compelling ad copy and optimized landing pages for better click-through and conversion rates. Robust tracking mechanisms were implemented to monitor performance, allowing for data-driven adjustments and regular optimization of click-through rates, cost-per-click, and conversion rates.