SEO Case Study: Increased RFQ Submissions by 160% in 7 Months for a B2B Metal Fabrication Company in Cleveland
In March 2025, Lakefront Precision Fabrication, a B2B metal fabrication shop in Cleveland, Ohio, partnered with Goforaeo to turn their website into a steady source of real RFQs. They already had strong capabilities on the floor, but online visibility and quote flow were inconsistent.
Over the next seven months, the website became a reliable lead channel, with RFQ submissions rising by 160% while lead quality improved and sales stopped relying only on repeat buyers.
Project overview:
This campaign ran from March 2025 through September 2025, with February 2025 used as the baseline month before work began. The service area focus was Cleveland and nearby industrial corridors in Northeast Ohio.
Key outcomes:
- Location: Cleveland, Ohio
- Timeframe: March 2025 to September 2025
- Primary KPI: RFQ form submissions from organic and local search traffic
- Result: RFQs grew from 25 per month to 65 per month
Client profile and what they sell:
Lakefront Precision Fabrication provides custom metal fabrication for B2B buyers like plant managers, OEM purchasing teams, and maintenance departments. Their most common jobs included short run and mid volume work, with repeat orders when quality and lead time were strong.
Their core services included:
- CNC laser cutting
- Press brake forming
- MIG and TIG welding
- Sheet metal fabrication
- Prototype builds and small assemblies
What counted as an RFQ:
We tracked RFQs as any completed quote request form submission from the website. We also tracked RFQ calls when a prospect called after landing on a key service page.
RFQ quality was marked as strong when it included:
- Part files or clear drawings
- Material and thickness
- Quantity and timeline
- Delivery location and deadline
Baseline performance in February 2025:
Before Goforaeo made changes, the site could generate RFQs, but performance was uneven and hard to predict. Some weeks had multiple submissions, other weeks had none.
Baseline metrics for February 2025:
- Organic sessions from Cleveland and nearby cities: 900
- RFQ submissions: 25
- Organic conversion rate to RFQ: about 2.8%
- Ranking keywords in top 10 positions: 18
- Google Business Profile actions, calls plus website clicks: 35
What was holding them back:
The biggest issue was not a lack of capability, it was a lack of clarity online. Buyers could not quickly confirm services, tolerances, materials, and typical turnaround.
Problems we found early:
- Service pages were too thin and looked similar to generic templates
- The RFQ form was long, unclear, and not friendly on mobile
- Many pages did not target high intent searches like “laser cutting Cleveland” or “sheet metal fabrication near Cleveland”
- Proof was limited, with very few project photos, industries served, or process details
- Tracking did not show which pages actually drove RFQs
Tracking and proof setup:
To make the results real and easy to verify, Goforaeo tightened measurement in the first two weeks of March 2025. This helped us connect rankings and traffic to RFQs, not just vanity metrics.
The setup included:
- Google Analytics 4: RFQ submissions tracked as conversion events
- Google Search Console: queries, pages, impressions, and clicks
- Call tracking: source and landing page mapping for RFQ calls
- CRM tagging: marking RFQs by service type and lead quality
- Looker Studio dashboard: monthly snapshot for the owner and sales lead
Strategy used to grow RFQs:
The plan was built around how real B2B buyers search. Many start broad, then narrow down fast once they find a shop that looks capable and easy to work with.
We focused on five simple areas, executed month after month.
Technical cleanup and stronger structure:
We first made sure search engines and buyers could move through the site without friction. Even good content does not perform well if the site is slow or confusing.
Key fixes:
- Improved mobile speed and image compression
- Cleaned broken links and outdated pages
- Fixed indexation issues and sitemap coverage
- Rebuilt internal linking so service pages pointed to RFQ pages clearly
- Created a clean service structure, one page per core service
Service pages built for buyer intent:
We rewrote core service pages so they answered practical questions a purchasing team asks before sending a quote request. This reduced hesitation and increased form completions.
Each core service page included:
- What the service is and who it is for
- Common materials and thickness ranges in simple words
- Typical lead times and what changes lead time
- Quality notes, inspection steps, and shop capabilities
- A clear RFQ call to action placed more than once on the page
We also added “industries served” sections without over claiming. We kept it honest and based on the work they actually do.
Content that attracts engineers and procurement teams:
For fabrication, a lot of high quality traffic comes from problem based searches. These are not always local in the phrase, but the buyer often chooses a nearby shop once they are ready.
We published content that answered questions like:
- How to reduce cost in laser cut parts
- Bend allowance basics for common sheet metal jobs
- MIG vs TIG, when each makes sense for production work
- What info to include in a fabrication RFQ
These pages were written in simple language, with clear bullets and examples.
Local trust signals for Cleveland searches:
Even in B2B, local trust matters. Many buyers prefer a shop that is nearby for faster pickup, visits, and relationship building.
Local SEO improvements included:
- Google Business Profile updates with accurate services and descriptions
- Monthly photo uploads from the shop floor, machines, and finished parts
- Review requests from real customers, focused on reliability and communication
- Local citations cleaned up so name, address, and phone were consistent
Conversion improvements to the RFQ process:
Traffic and rankings help, but RFQs rise fastest when the quote path is easy. We made the RFQ experience smoother without lowering quality.
RFQ form changes included:
- Reduced the number of required fields
- Clear labels for files, drawings, and part specs
- Added a short “what happens next” section after submission
- Placed RFQ buttons higher on key pages
- Added a secondary option for buyers who want a quick call first
Month by month timeline and performance:
Below is the month by month view from March 2025 through September 2025. Each month includes key work completed and the main performance numbers.
March 2025: foundation, tracking, and quick wins:
March focused on measurement and removing obvious blockers. We also improved two high traffic pages first.
Work completed:
- GA4 conversion tracking and Search Console checks
- RFQ form cleanup version one
- On page improvements for laser cutting and welding pages
- Internal link fixes across top pages
Monthly results:
- Organic sessions: 1,000
- RFQ submissions: 28
- Organic conversion rate to RFQ: about 2.8%
- Keywords in top 10: 22
April 2025: rebuild core service pages:
In April, we rewrote the main service pages and improved on page targeting for Cleveland focused searches.
Work completed:
- New pages for CNC laser cutting, press brake forming, MIG welding, TIG welding
- Page titles and meta descriptions rewritten to match intent
- Added process sections and quality notes in simple words
- Added better RFQ calls to action on each page
Monthly results:
- Organic sessions: 1,200
- RFQ submissions: 33
- Organic conversion rate to RFQ: about 2.8%
- Keywords in top 10: 28
May 2025: proof building and industry relevance:
May was about trust. We added real proof and clearer examples of what the shop produces, without revealing private client data.
Work completed:
- Two anonymized project stories with photos
- Added “materials we commonly work with” blocks
- Built an industries served page based on real job types
- Improved Google Business Profile services list and added new photos
Monthly results:
- Organic sessions: 1,450
- RFQ submissions: 38
- Organic conversion rate to RFQ: about 2.6%
- Keywords in top 10: 34
June 2025: content that pulls high intent searches:
June added educational content that matched early stage buyer questions and brought in new query types. We also improved internal linking from content to service pages.
Work completed:
- Four content posts focused on RFQ readiness and fabrication basics
- Added FAQ sections to laser cutting and forming pages
- Built a simple resources hub to organize content
- Added tracking for file upload clicks on the RFQ form
Monthly results:
- Organic sessions: 1,700
- RFQ submissions: 45
- Organic conversion rate to RFQ: about 2.6%
- Keywords in top 10: 41
July 2025: local authority and quality signals:
July focused on building authority and improving the signals that help both rankings and trust. We also tightened the RFQ funnel again based on real user behavior.
Work completed:
- Local citation cleanup across key business directories
- Review request process and reply templates for Google reviews
- Added equipment and capability details, kept practical and honest
- RFQ form cleanup version two, fewer fields and better guidance
Monthly results:
- Organic sessions: 1,950
- RFQ submissions: 52
- Organic conversion rate to RFQ: about 2.7%
- Keywords in top 10: 49
August 2025: stronger pages for high value services:
August targeted service phrases that usually drive better RFQs, not just general traffic. We also expanded content around tolerances and lead time planning.
Work completed:
- Expanded pages for sheet metal fabrication and small assemblies
- Added a “how lead times work” section to reduce back and forth
- Published two new posts focused on tolerances and drawings
- Added more internal links from GBP and content to RFQ pages
Monthly results:
- Organic sessions: 2,200
- RFQ submissions: 60
- Organic conversion rate to RFQ: about 2.7%
- Keywords in top 10: 57
September 2025: scaling what worked and polishing the funnel:
September focused on polishing the highest converting pages and expanding into nearby Northeast Ohio searches that still map back to Cleveland operations.
Work completed:
- Updated top converting service pages with clearer bullets and stronger proof
- Added a short RFQ checklist that users could follow before submitting
- Published one new case story and added more job photos
- Continued Google Business Profile photos and posts, one per week
Monthly results:
- Organic sessions: 2,450
- RFQ submissions: 65
- Organic conversion rate to RFQ: about 2.7%
- Keywords in top 10: 66
Before vs after proof:
When we compare the baseline month to the end of the seven month campaign, the results are clear and tied to real submissions, not guesses.
RFQ submissions:
- Before in February 2025: 25 RFQs per month
- After in September 2025: 65 RFQs per month
- Change: 160% increase in monthly RFQ submissions
Organic visibility and traffic:
- Before in February 2025: 900 organic sessions
- After in September 2025: 2,450 organic sessions
- Change: organic traffic grew by about 172%
We also saw stronger visibility on high intent queries tied to real fabrication work, including laser cutting, sheet metal fabrication, and welding related searches around Cleveland.
Lead quality improvements:
RFQ quantity improved, but quality improved too. By late summer 2025, more submissions included drawings, clear specs, and realistic timelines.
What the sales team reported by September 2025:
- Fewer low effort requests with missing info
- More RFQs tied to repeatable production work
- Faster quote turnaround because the RFQ form gathered better details
Tools used:
Goforaeo kept the stack simple, with tools that supported research, execution, and proof. The focus stayed on actions that moved RFQs, not fancy reports.
Analytics and tracking tools:
- Google Analytics 4: traffic and conversion tracking
- Google Search Console: keyword queries and page performance
- Call tracking tool: tracked RFQ calls and landing pages
- CRM tracking: quality tags, source notes, close outcomes
SEO and content tools:
- Site crawler tool: audits for broken links, redirects, and indexation issues
- Keyword research tool: Cleveland fabrication terms, competitor gaps, and long tail queries
- Content optimization checklist: on page coverage, headings, FAQs, and internal links
Local SEO and reporting tools:
- Google Business Profile tools: posts, photos, services, and review replies
- Local listing management tool: citations and consistency checks
- Looker Studio: monthly reporting dashboard for the client team
Why this worked for a Cleveland B2B fabrication company:
This outcome was not one trick or one page. It came from steady monthly improvements that matched how buyers search, compare, and decide.
We matched the way buyers actually think:
Procurement teams do not want marketing talk. They want clarity and proof. We wrote pages so a buyer could quickly answer:
- Can this shop do my job
- Can they hit lead time
- Do they communicate well
- Is it easy to request a quote
We improved both traffic and the RFQ path:
More sessions helped, but RFQs rose because we made the quote request process clear. Every major service page had a direct path to an RFQ.
We built trust without over claiming:
We used real photos, real process details, and honest service descriptions. That improved both conversion rates and buyer confidence.