RDW Case Study

Road Widener

Establish Online Presence

Road Widener is a leading global manufacturer of specialty road and utility construction attachments.

The Challenge

Building an online presence through a company website.

The Strategy

A website is the first thing many customers – current and prospective — turn to for information. The site needs to be engaging and easy to navigate but also easy to find on a general keyword search. Many marketing firms can create websites, but our approach is different. We bring our years of industry experience and knowledge to effectively understand the way our clients’ customers think and search. We do a deep dive to understand the client’s business and key messages and craft copy that conveys those messages in an SEO optimized experience.

As a relatively new company, Road Widener needed this comprehensive approach. Our team worked with them to determine and develop key messages – including decreased labor, increased efficiency and unparalleled safety —  and built the site copy around those messages. The site incorporates images and copy to appeal to a variety of applications, industries and benefits expanding the organic reach of the website. A dealer locator, demo and quote request forms and a contact form all drive potential leads or conversions. An ongoing SEO package ensures new content is consistently being added and traffic patterns and user experience is tracked to continue to improve the site.

From the launch of the website, IRONCLAD’s approach to site creation as well as ongoing SEO optimization and other marketing tactics has resulted in 249,946 web visits, boasting an average engagement time of 1:29 and an average of 1.55 page views per visit. The achievement of more than 15,000 conversions demonstrates the effectiveness of the implemented strategies in converting website visitors into tangible leads or desired actions. A 26% increase in Keyword Page 1 SERP ranking in the last year indicates the effectiveness of the SEO efforts in optimizing the website for relevant keywords, thereby enhancing its overall search engine performance.


Recycling & Waste
Underground Utility


  • Brand Strategy
  • Website Design

The Work

Road Widener website homepage
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