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.
Direct Answer & Strategic Overview
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.
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
Step 1: Risk-managed migration
Full URL inventory, 1:1 redirect map for 912 URLs, staged launch and daily post-launch monitoring for six weeks.
Step 2: Specs as HTML
Converted 340 PDF datasheets into structured HTML spec tables with Product schema, making every tolerance and material searchable.
Step 3: Core Web Vitals
Rebuilt on a modern stack: LCP from 6.1s to 1.4s, CLS to 0.02, and 94 mobile Lighthouse performance.
Step 4: Application-led content
Created 26 application and industry pages matching how engineers search — by problem, not by product code.
Step 5: RFQ attribution
Instrumented 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
Frequently Asked Questions
