Action plan: making an industrial fabricator visible to large buyers
A highly certified metal fabrication subcontractor, missing from Google on its trade queries just as it launched a website redesign. The diagnosis and the three-block plan to get the new site found and its leads measured.
- 0/6trade queries where the site ranks in the top 20
- 32declared URLs, against 145 to 189 for three competitors
- 0conversions tracked on the site
- Sector
- Industrial, custom metal fabrication
- Market
- France and international
- Scope
- SEO audit, redesign specs, tracking
- Duration
- 90 days
- Stack
- WordPress · Google Analytics 4 · LinkedIn Ads
01 · Context & diagnostic
Where the client started
Every action plan opens with the same page: what the business sells, where leads come from today, and what the numbers say before we touch anything.
An industrial SME that builds custom equipment for defense, pharma, aerospace and environmental projects. Its buyers are large industrial groups, in France and abroad.
The company was writing the specs for its redesign: one site, in French and English. Our action plan landed at exactly that moment, when every fix still fits in one line of the specs.
What the diagnostic found
- VisibilityMissing from Google's top 20 on 6 of 6 trade queries. Only people who already know the name find the site.
- SectorsSix sectors listed, no dedicated page. Google cannot connect the company to defense or pharmaceutical stainless steel work.
- Market32 declared URLs, against 145 to 189 for three direct competitors, which have market pages, references and an English version.
- TrackingNo conversion recorded: no form, call or download. LinkedIn campaigns cannot count leads coming from the site.
- ContactA generic form with no sector field and no attachment, for highly technical requests that come with a drawing.
02 · Three priority levers
Three levers, ranked by impact and effort
We never list twenty recommendations. The plan keeps the three that move revenue fastest, each with an estimated impact, an effort score and an owner.
- 01Block 1
Build the keyword and vocabulary audit
Map French and English queries by sector, material, technique and certification, then tie each one to a page of the new site.
Estimated impactHighEffort: Low- FR and EN keyword map
- Buyer and standards vocabulary
- One target query per page
- 02Block 2
Write the SEO specs for the redesign
Sitemap with sector, material, certification and reference pages, templates built to rank, a redirect plan for the 32 URLs and QA criteria.
Estimated impactHighEffort: Medium- Sitemap and templates
- 32-redirect plan
- FR and EN hreflang specs
- QA checklist
- 03Block 3
Measure and qualify leads
Tag Manager, GA4 events, the LinkedIn tag and a form that asks for sector and material and accepts a drawing as an attachment.
Estimated impactMediumEffort: Low- Conversion events
- LinkedIn tag and consent
- Qualifying form
03 · Execution order
90 days, In the order that compounds
Measurement first, then the fastest lever, then the ones that need traffic to prove themselves. Each phase has a deliverable and a number to check before moving on.
- Day 2VerifySearch Console and GA4 exports, open points settled.KPI · Assumptions checked
- Day 5Keyword mapEvery query tied to a page of the new site.KPI · Map delivered
- Day 15SEO specsMerged into the redesign specs, tracking live on the current site.KPI · Redirect plan ready
- Day 90Leads measuredThree months of leads by source and sector, redesign QA.KPI · Baseline in place
04 · Results
What changed, measured against the baseline
The figures below come from the diagnosis, recorded before any work started. They are the baseline the redesign will be measured against.
- 0/6trade queries where the site ranks in the top 20
- 32declared URLs, against 145 to 189 for three competitors
- 0conversions tracked on the site
- 1/12players in the panel buying Google Ads
05 · What’s next
The next three levers
An action plan is never finished. The review produces the next plan, with the same format: three levers, impact, order.
- 01Sector pages written one by one after launch
- 02Case studies built from the best articles
- 03LinkedIn campaigns measured on site leads
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