Who says an industrial shop or warehouse isn’t beautiful? Not us! A well-crafted website with helpful content is essential to any company’s user experience and SEO visibility. It also has to be functional—generating leads to keep companies growing. That’s why Brazos Fasteners, Inc. came to OuterBox.
The company saw a 442% increase in conversions in the first 90 days after launch. Traffic sessions increased 93% overall when comparing 2023 (old site) to 2024 (post-launch), specifically a 158% increase in organic traffic. Thanks to the boost in revenue, the company was able to invest in a facility addition.
The Brazos Fasteners website in early 2024.
The Brazos Fasteners website in late 2024.
The Brazos Fasteners website was outdated and used SWF files—a now-defunct Adobe Flash format. Additionally, the site had very little content, which caused challenges such as low organic search rankings, weak conversions, and a brand presence that didn’t reflect the company’s efficiency and top-tier customer service.
Determined to turn things around, Brazos Fasteners and OuterBox worked together to create a clean design focusing on user experience. They needed to showcase helpful content in an easy-to-digest layout. That means more than how the content is written, but how it is structured. The OuterBox web development team took cosmetic steps to improve usability and behind-the-scenes needs to ensure SEO visibility.
The functionality ensured an improved user experience with card layouts, informational pop-ups, and product imagery. Navigation was improved, too, expanding on product information and adding content for materials and industry, making things easy to find for humans and algorithms alike.
Industry content additions
Industry content additions in action.
The new Brazos Fasteners site is a shining example of the B-SMART Method at work. B-SMART identifies common topics and modifiers found in the queries of users’ with purchasing intent. The acronym stands for brand, shape/size/SKU, materials, area of industry, requirements, and types. You can easily spot all areas of B-SMART on the site, and the results prove its effectiveness.
One area of industry found in the upfront research was petrochemicals, a booming sector on the Gulf Coast. The team added petrochemical content under the “Industry” section in the navigation. Early leads post-design and development came from Dow Inc. and BASF, proving fulfilled user intent.
Finally, strategic keywords and customer service messaging drove engagement, but the real win was that the company finally had a website that authentically reflected its brand, the customers it can service, and its capabilities.
This project was more than a redesign. Brazos Fasteners’ website transformation shows how strategic digital marketing can drive real business growth. By modernizing their site and adding content for SEO and user experience, they achieved a 442% conversion increase in just three months. The results stayed strong as organic traffic for the year was up 158%. Thanks to more quality leads coming to the site, the company has expanded its facility this year.
With a strong online presence and user experience, Brazos Fasteners can expand its operations and serve more customers. Their website demonstrates that website investment doesn’t have to be huge and isn’t just beneficial to B2C—it’s essential for any business’s growth.
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