CASE STUDY

Gilchrist Metal Fabricating Company, Inc.
18 Park Avenue, Hudson, NH 03051
Contact: Jack Gilchrist
jgilchrist@gmfco.com
www.gmfco.com
(603) 889-2600

Overview

Established in 1975 in Hudson New Hampshire, Gilchrist Metal Fabricating Company (GMFCO) is a provider of metal fabrication, large machining, laser cutting, plasma cutting, metal forming, welding services and assembly, as well as large and small contract manufacturing for industries ranging from aerospace and marine to power generation, telecommunications, and beyond. Industrial Traffic has been GMFCO’s partner online since July, 2006.

GMFCO’s relationship with Industrial Traffic began with the transition from an electronic brochure to the second generation of their website, a shift that focused on professional design, development, and search engine optimization. After experiencing success with the “new” GMFCO.com in 2006, in 2008 Industrial Traffic launched GMFCO’s third generation website based on all new traffic trends and the latest web technologies. This third phase built on the success of GMFCO’s previous website and resulted in more qualified traffic and a higher ROI. To this day, ongoing SEO, search engine marketing, press releases, article marketing, video marketing, and offsite SEO are done every month to help GMFCO continually benefit from their industry leading web presence.

Challenge

As is the case with many businesses – GMFCO’s primary challenge was visibility. In such a competitive industry, GMFCO needed quality online visibility with the reach to expand their customer base and continue growing, despite a down marketplace.

Solution

To deliver the exposure and reach GMFCO needed, Industrial Traffic introduced a new marketing concept that they had never explored before—quality online visibility. The solution Industrial Traffic proposed for the second generation of GMFCO’s website was to market to the same audience and focus on already known traffic trends used for their online directory advertising. This approach not only proved to be successful, but it was also GMFCO’s shift into fully utilizing the power of their website as a marketing tool.

The third generation of GMFCO’s website focused on leveraging past successes with the latest traffic trends and web technology. Industrial Traffic used proprietary search engine optimization techniques to help drive the most qualified traffic to GMFCO’s site – increased numbers of visitors and a greater ROI soon followed.

Today, in order to help consistently strengthen GMFCO’s web presence, we continue to utilize SEO, search engine marketing, social networking, press releases, article marketing, and video marketing. In addition, our SEO experts stay on top of industry trends to recommend new pages while also providing ongoing consultation on the latest web technologies to suggest potential new features.

Results

After moving beyond their first website, which was styled as an electronic brochure, Industrial Traffic launched the second generation of GMFCO.com, a fully functional, professionally designed, and search engine optimized website. Gilchrist Metal Fabricating Company soon experienced the ROI that proved the true value of quality online visibility.

Fast forward two years, and that success was multiplied with the third phase of their website. Today, Gilchrist Metal Fabrication Company has the national reach and exposure that they didn’t have before, and they attribute a large portion of their success to their online presence and their dominance in the search engines.

Impact on Annual Revenue and Return on Investment

• Cumulative online sales range between 22% and 44% of total sales every year.

Historical Snapshot of Gilchrist Metal Fabricating Company’s Evolving Web Presence and ROI

• Compared to the first full year of reporting after the launch of GMFCO.com in July, 2006, the site saw a 33% increase in visitors in 2009.
• Quarterly traffic in 2010 has experienced an increase of 63% when compared to 2006.
• Since July, 2006 GMFCO.com has experienced a 24% increase in daily visits.
• Since July, 2006 85% of site traffic has come from new visitors. This represents the opportunity for GMFCO to continually expand its customer base.
• Since advanced tracking began in 2007: the bounce rate (% visitors who "bounce" away to a different site) for GMFCO.com has decreased 16.48%.
• Since advanced tracking began in 2007: time on site has increased 56.31%
• Since advanced tracking began in 2007: the number of pages per visit have increased 26.04%

Conclusion

Industrial Traffic began our relationship with Gilchrist Metal Fabricating Company when GMFCO barely had a web presence. Today, GMFCO continues to see the ROI that only Quality Online Visibility can deliver, with GMFCO.com acting not only as the company’s most powerful marketing medium, but as their most effective and far reaching sales representative as well. As Jack Gilchrist, President of GMFCO.com explains, "What would you pay a commissioned sales person for these results?"

Presently, ongoing offsite and onsite SEO continue to help GMFCO maintain dominant search engine rankings and forward momentum in their competitive industry.

Contact Industrial Traffic Today!

Phone: 603.623.8006
[qov@industrialtraffic.com]