Responsive View - Bushwick

Bushwick Metals set out to grow their reach online. What they got was a problem most companies would love to have: more interest than their team could keep up with.

In a market this competitive, speed matters as much as visibility. So the real question became how to make sure every new lead turned into actual business.

Meet Instel Steel
Meet Instel Steel

MEET THE CLIENT

Bushwick Metals has been serving steel users since 1829. In 2019, it joined Intsel Steel East, and together they operate six locations across four states on the East Coast, including three full-line carbon service centers. They position themselves as the Northeast’s leading steel distributor, known for one of the widest, deepest ranges of structural steel in the region and rapid, often next-day delivery.

They go beyond distribution, too. Value-added processing like saw cutting, plasma and oxy-acetylene cutting, drilling, milling, slotting and punching means customers get steel that’s ready to use the day it arrives. When Bushwick added a new metal decking machine, it was one more capability they wanted the market to know about.

Before - Bushwick

THE CHALLENGE

Bushwick came to David Taylor Digital wanting a new website and a strategy to expand their reach. Their old site wasn’t telling the whole story, and search visibility was slipping.
Then the plan worked, and that brought its own challenge. Within six months of launching the new website, traffic was up 662%. In a market this competitive, leads need immediate follow-up, and the team couldn’t keep pace with the volume.

The key issues:

  • Keyword rankings were consistently slipping
  • The old website didn’t communicate the full range of Bushwick’s services
  • Paid Google efforts weren’t delivering the ROI Bushwick wanted
  • A new metal decking machine created the need for additional, qualified traffic
  • A surge in web traffic outpaced the team’s ability to follow up with leads quickly
Before - Bushwick

THE SOLUTION

Highlights - Bushwick

A SITE BUILT TO BE FOUND

We designed and built a new website that shows the full extent of what Bushwick does, backed by an SEO campaign to win back keyword rankings. The Customer Success Package keeps the site secure, maintained, and performing behind the scenes.

LEADS THAT GET FOLLOWED UP

More traffic only matters if leads turn into conversations. We configured HubSpot and CallRail to see exactly how Bushwick was nurturing each inquiry, then recommended process improvements so the extra traffic could become extra business.

VISIBILITY BEYOND SEARCH

To build brand awareness in a crowded market, we paired ongoing PPC with Google Display Ads and a Performance Max campaign. That kept Bushwick in front of the right buyers well beyond the first search.

THE RESULT

The new site did what a great SEO strategy should: it brought in significantly more traffic, and the lead-handling improvements helped turn that attention into business. Cost per conversion improved, more keywords earned first-page positions, and conversions grew across both organic and paid channels. Organic, the channel built on the new site’s foundation, grew fastest of all.

Q4 2022 TO Q3 2024
+662%
Website Traffic
After Launch
+346%
Total
Conversions
+703%
Organic
Conversions
+444%
Paid
Conversions
+49%
Page One
Keywords

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