case study -- Manufacturing
Steel Tech MN
A second-generation steel fabricator got a website that finally matched the craftsmanship it had built its name on since 1989.
- industry
- Manufacturing
- region
- United States
- timeline
- 2020 - 2021
project snapshot
Syndell built Steel Tech Inc.'s WordPress website with a dynamic project gallery, an interactive service inquiry system, and full mobile responsiveness. The 2020-2021 rebuild lifted project inquiries 50%+, user engagement 40%+, and cut bounce rate 30%+ for the Minnesota fabricator, founded in 1989.
overview
Steel Tech Inc., a custom steel fabricator in Columbia Heights, Minnesota
Steel Tech Inc. has fabricated custom steel work in Columbia Heights, Minnesota since 1989, growing from a 2,000-square-foot shop under founder Scott Smith into a facility with 24-foot ceilings and an overhead bridge crane. The company's website had not kept pace with that growth. Syndell rebuilt it in 2020 and 2021, centering the new site on the project gallery and inquiry system a fabrication business actually needs to win work.
the challenge
What Steel Tech Inc. needed to solve
A custom fabricator sells on proof of past work and ease of getting a quote started, and the existing site was not doing either job well.
- 01
Building a professional, visually engaging site highlighting the company's history, expertise, and commitment to quality
- 02
Integrating a dynamic project gallery to showcase completed fabrication work
- 03
Creating an interactive service inquiry system for quote requests and project discussions
- 04
Ensuring full mobile responsiveness across all devices
- 05
Designing visuals and branding that reflect professionalism and industry-leading craftsmanship
- 06
Delivering clear content that educates visitors about services and capabilities
the solution
What did Syndell build for Steel Tech Inc.?
Syndell rebuilt the site on WordPress, built specifically around the project gallery and inquiry flow that let prospective clients see the fabrication work and start a conversation in the same visit.
A professional, visually engaging site built around the company's history and expertise
A dynamic project gallery showcasing completed fabrication work
An interactive service inquiry system for quote requests and project discussions
Full mobile responsiveness across all devices
Branding and visuals designed to reflect industry-leading craftsmanship
Clear educational content covering services and capabilities
Ongoing maintenance to keep the platform functional, secure, and updated
technology stack
- WordPress
the outcome
What did this project achieve?
The rebuild moved inquiries, engagement, and bounce rate together, matching the visual-proof-plus-easy-inquiry approach the project was built around.
results below are self-reported by the client, as published in the original case study on syndelltech.com
50%+ increase in project inquiries
40%+ increase in user engagement
30%+ reduction in bounce rate
what this means for you
If your manufacturing or fabrication business has decades of quality work that your website is not showing off, you're leaving inquiries on the table, the way Steel Tech was before this rebuild. Your project gallery needs to be a core feature, not a buried page.
why it worked
A fabrication business earns trust through visible past work, and Steel Tech's decades of craftsmanship were not translating into inquiries through the old site. Building the project gallery as a first-class feature, not an afterthought, gave prospective clients the proof they needed before they ever picked up the phone, and the 50%+ increase in project inquiries suggests that proof was doing real work.
This project drew on Syndell's wordpress development practice. Source case study reviewed on the live Syndell site at syndelltech.com.
more work
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frequently asked
Questions about this project
01How much can a project gallery improve inquiries for a fabrication business?
Steel Tech Inc. saw a 50%+ increase in project inquiries after Syndell built a dynamic project gallery showcasing completed fabrication work directly into the new site.
02What does a manufacturing website need beyond a portfolio?
Steel Tech needed an interactive service inquiry system, full mobile responsiveness, and clear educational content about its capabilities, alongside the project gallery.
03Can WordPress support an ongoing website relationship for a manufacturer?
Yes. Syndell built Steel Tech's site on WordPress with ongoing maintenance included, keeping the platform functional, secure, and updated after launch.
04How much can a site rebuild reduce bounce rate for a B2B manufacturer?
Steel Tech saw a 30%+ reduction in bounce rate following the rebuild, alongside a 40%+ increase in user engagement.
next issue -- your project
Have a project like this in mind?
Tell us what you're building. We'll tell you honestly what it takes to ship it well.
proof -- 50%+ increase in project inquiries
