A defense engineer with a drawing and a deadline doesn’t browse. They search, scan for proof of compliance, and contact the first fabricator that looks like it can take the print from file to finished part. In 2025, New Age Metal Fabricating launched a new website built for exactly that buyer. By late summer, though, its presence on page one of Google had slipped, and a new site alone wasn’t going to put the company in front of the engineers who needed it.

MEET THE CLIENT

Founded in 1979 and headquartered in Fairfield, New Jersey, New Age Metal Fabricating Co., Inc. (NAMF) is a single-source, full-service custom metal fabricator and precision manufacturer for the defense and aerospace industries. Sheet-metal fabrication, CNC milling, dip brazing, welding, electro-mechanical and wire/harness assembly, and NADCAP-accredited finishing all happen under one roof, with one point of contact guiding each program.

The credentials matter as much as the capabilities: ITAR registered, AS9100D and ISO 9001:2015 certified, and approved by NAVSEA. With sister company New Age Precision Manufacturing adding machining depth, NAMF serves OEM design and manufacturing engineers, procurement and supply-chain managers, and program managers who need enclosures, weldments, machined parts, and assemblies built to print. David Taylor Digital has been NAMF’s digital partner since 2016.

THE CHALLENGE

NAMF’s buyers search the way engineers do: by process, material, specification, and certification. Winning those searches meant more than a good-looking site. It meant a proactive partner watching rankings and site health, content that answers technical questions, and reporting that connects visibility to actual inquiries. After the new site launched, the team needed to protect that investment and turn it into a steady stream of qualified leads.

  • A vendor-style relationship on SEO and site health, when NAMF wanted a proactive partner who spots issues before they cost visibility.
  • Search visibility that softened by late summer 2025, with fewer keywords reaching page one.
  • Older content that had stopped working as hard as it could, and little connecting related pages and articles.
  • A crowded fabrication market where credibility, certifications, and single-source convenience had to come through immediately.
  • A need for qualified, vetted leads rather than raw traffic, with results reported in a way the team could act on.

THE SOLUTION

A SITE BUILT FOR ENGINEERS AND BUYERS

The 2025 rebuild put what defense and aerospace buyers look for first: a clear single-source promise, certification badges, capability pages for CNC milling, dip brazing, and metal fabrication, a portfolio, and a simple “Start Manufacturing” path to contact. DTD continues to host, secure, and maintain the site, so it stays fast, protected, and current.

A STEADY DRUMBEAT OF TECHNICAL CONTENT

From September 2025, DTD reset the content strategy: refreshing older articles to match how buyers search today, publishing new ones, and committing to a fixed schedule with a new post every Thursday. Internal links now connect related blogs and service pages, guiding readers from an educational answer such as chem film versus anodize to the capability page that can quote the work. Content is built to earn both traditional rankings and placement in Google’s AI Overviews.

PROACTIVE PARTNERSHIP, MEASURED EVERY QUARTER

Rankings, traffic, calls, and form submissions are tracked together across Google Analytics, Search Console, CallRail, and HubSpot, then reviewed with the NAMF team each quarter. That shared view shows which topics, channels, and pages are producing real inquiries and where to invest next, including strong referral traffic from industry directories like ThomasNet.

THE RESULT

The work compounded. After the strategy reset, NAMF’s search presence recovered within months and then kept climbing through several Google updates, with the site now earning visibility for far more terms than it did before. Core service topics such as military fabrication hold commanding positions, and many of NAMF’s most specialized topics now surface in Google’s AI Overviews, not just standard results.

Visibility is translating into business. Over the past year, the site has brought in substantially more new contacts and sales-qualified leads than the year before, and the share of visitors who take action has climbed quarter over quarter. Organic search, industry referrals, and phone calls are all contributing, a healthy mix for a company whose buyers research carefully before they call.

12 Months YoY
+76.3%
Sales-Qualified
Leads
+338%
Page One
Keywords
+48%
Website
Conversions
+41%
Organic
Conversions
+10%
Phone
Calls

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