Case study
Federal Iron Works
Clifton, NJ · Custom metal fabrication
Structural steel, railings, stairs, laser cutting. Solid shop, solid reputation. Their site just wasn’t pulling its weight.
The problem
Their site looked like a brochure. It showed services and a phone number, but there was no clear way for a visitor to start a conversation, and no system to make sure inquiries got answered fast.
When new work starts with a Google search or someone checking you out on their phone, the job goes to whoever makes it easy and answers first.
What wasn’t working
- The site didn’t give people one obvious next step.
- When someone did reach out, there was no tight system — things could sit or get lost between email and the day job on the floor.
- Phone, forms, and a list of active jobs lived in different places. That means extra copying and room for mistakes.
- The story on the web didn’t always match how strong the shop really is.
What we’re doing
Building a new site that loads fast on a phone, shows proof of real jobs, and puts the next step where people actually look.
Forms, missed-call text-back, and SMS nudges wired into one pipeline so every lead lands in one place the team can see.
What’s shipping
- Marketing site — fast, mobile-optimized, built to convert
- Lead capture routed to one shared pipeline
- Speed-to-lead: automated SMS the moment a form submits
- Missed-call text-back — no inquiry left unanswered
- Custom CRM board to track leads and conversions
- Retargeting foundation ready to activate when ads start
- Full handoff walkthrough — they own the tools from day one