Manufacturing · United Kingdom
Manufacturing case study: rfq submissions +176%
A UK manufacturer replaced a 900-page legacy site with a fast, structured catalogue and grew RFQ submissions 176% without losing a single legacy ranking.
Quick answer
A UK manufacturer replaced a 900-page legacy site with a fast, structured catalogue and grew RFQ submissions 176% without losing a single legacy ranking.
- RFQ submissions
- +176%
- LCP
- 6.1s → 1.4s
- Indexed spec pages
- +340
- Rankings kept in migration
- 100%
Key Takeaways
- Expert strategies tailored for Crawl control
- Data-driven approach without relying on guesswork
- Focus on sustainable, long-term search visibility
- Fully aligned with modern Answer Engine and AI search requirements
Client snapshot
| Field | Detail |
|---|---|
| Client | Industrial components manufacturer |
| Industry | Manufacturing |
| Market | United Kingdom |
| Services used | Technical SEO + web rebuild |
| Engagement length | 8 months |
The challenge
When industrial components manufacturer came to AVR Web Consulting, growth had stalled for reasons that were structural, not cosmetic. The audit surfaced four blocking issues:
- Legacy site on an unsupported CMS, 8.4s load time on 3G
- Product specs locked inside PDFs, invisible to search and AI
- No RFQ tracking; sales attributed everything to 'word of mouth'
- A previous migration had already lost 40% of organic traffic
What we did
- 1Risk-managed migrationFull URL inventory, 1:1 redirect map for 912 URLs, staged launch and daily post-launch monitoring for six weeks.
- 2Specs as HTMLConverted 340 PDF datasheets into structured HTML spec tables with Product schema, making every tolerance and material searchable.
- 3Core Web VitalsRebuilt on a modern stack: LCP from 6.1s to 1.4s, CLS to 0.02, and 94 mobile Lighthouse performance.
- 4Application-led contentCreated 26 application and industry pages matching how engineers search — by problem, not by product code.
- 5RFQ attributionInstrumented quote forms and phone calls so every enquiry maps to a landing page and query.
Results after 8 months
| Metric | Before | After | Change |
|---|---|---|---|
| Organic sessions | 4,800/mo | 13,600/mo | +183% |
| RFQ submissions | 29/mo | 80/mo | +176% |
| Mobile Lighthouse performance | 31 | 94 | +63 |
| Pages indexed | 540 | 1,020 | +89% |
In the client's words
"Engineers can finally find our tolerances without downloading a PDF — and so can Google." — Marketing Manager, UK industrial manufacturer
What this means for similar businesses
- A full 1:1 redirect map for every existing URL, staged launch and six weeks of daily post-launch monitoring are what allowed a 900-page migration to retain 100% of legacy rankings
- Converting product specifications from locked PDFs into structured HTML tables with Product schema simultaneously opened the site to search indexing and to AI sourcing tools
- Core Web Vitals improvements — LCP from 6.1s to 1.4s — matter more in B2B manufacturing than many assume, because procurement teams use slow networks on trade-show floors and factory floors
- Organising content by application and problem rather than by product code is how engineer-led searches get captured before a competitor's catalogue does
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