Metal Manufacturing Case Study

Executive Summary 

Smith Metal Works of Newark has built stainless-steel spreaders and custom metal solutions for decades and even developed the first electric salt spreader. They can essentially fabricate anything made of metal so their customer base has significantly grown. However, their old website didn’t reflect the company’s depth, breadth, or quality, and it wasn’t bringing in many leads despite the obvious market for their services. 

Today, the site is easy to navigate, shows products the way buyers shop (by capacity, use case, and drive type), integrates YouTube and Facebook so prospects can “see it move,” and turns inquiries into clean internal handoffs. Gail Kline sums it up plainly: “Since partnering with Cazbah… we do get a lot more hits… sales leads. That is due to the team at Cazbah.” 

Cazbah Value Delivered 

• Revamped information architecture – IA and navigation produced more visits and more sales inquiries. 
• Cross-channel proof (video + social) spurred more traffic, questions, and sales.
• Structured intake (the information sheet) improved quote/production handoffs. 
• Responsive support from their IMC and content team (often 10–15 minutes) kept momentum high.

Customer at a Glance 

Smith produces and distributes all-stainless salt spreader inserts nationwide, from small-business pickup inserts (Series II/IV/V Pro) to Medium Duty and SSV municipal units, plus under-tailgate spreaders and custom dump bodies—all anchored in T304 stainless for durability. 

Gail’s practical framing lands even harder: “There isn’t one spreader that goes out of this building that is not some type of a custom job.” The business ships from Alaska to Maine, and every unit is welded by people, not robots. A newly installed fiber laser widens what’s possible, especially for custom asks. 

Cazbah Value Delivered 

• Site content is organized how municipal and contractor buyers shop, reducing friction to the right product.
• The website now works as a national magnet, remote prospects without local dealers initiate conversations.
  

Situation & Stakes (Before) 

Before Cazbah, Smith’s website “wasn’t easily navigated” and “didn’t pop.” Leads were scarce; distant buyers rarely found them. For a brand whose edge is materials, longevity, and fit-for-purpose engineering, being invisible online meant many missed opportunities. 

Cazbah Value Delivered 

• Diagnosed and removed UX/UI findability blockers that suppressed inquiries. 
• Elevated the right content (materials, features, sizes) so visitors could self-qualify and reach out sooner. 

Objectives

Smith didn’t start with a spreadsheet of KPIs. They wanted clarity, reach, and proof: a site that was easy to navigate, showed product realities, captured requests cleanly, and let buyers watch features in action via YouTube and Facebook. The outcome: more traffic, more questions, more sales—and from places they hadn’t reached before. 

Cazbah Value Delivered 

• “Easy to navigate” website confirmed by customer feedback. 
• Channel amplification (video + social) to fuel discovery and trust. 
• Geographic expansion—inquiries from remote regions with no local dealer. 

Why Cazbah (Selection Criteria) 

Q: Why choose Cazbah over other options? 

Gail: “You presented yourself in a more sincere manner… You looked honest. You looked like you knew what you were doing… You had a different approach.” As a Navy brat, she also appreciated the veteran connection.

Cazbah Value Delivered 

• A values-aligned partner (honest, competent) reduced onboarding risk. 
• The organized approach supports a durable engagement, resulting in a (annual contract) relationship renewal three times. 

Solution Overview (Technology • Process • People)

Technology: Cazbah rebuilt the site around how buyers decide: Series II/IV/V Pro for pickups, Medium Duty for mid-range fleets, SSV for municipalities, under-tailgate for dump bodies, plus service manuals, checklists, and a dealer path when needed. Core feature T304 stainless, inverted V screens, removable/flip-up chutes, auger/chain options—are easy to find. Video and social links let prospects preview operation before RFQ.

Process: The information sheet attached to web forms became the starting traveler: it “checks a lot of boxes,” and changed how jobs are written up and handed off, even without an ISO program. A steady cadence of content prompts kept pages current and useful. 

People: Gail praises her dedicated IMC, Dan—“I couldn’t give Dan enough kudos”and Olivia for “gentle but persistent” follow-ups that keep content flowing. When a spec or color needs attention, fixes land in 10–15 minutes or Dan loops in a production teammate and resolves issues quickly. 

Cazbah Value Delivered 

• Clear product paths and supporting resources (manuals, checklists) reduce pre-sales friction. 
• Structured intake improved RFQ → production handoffs. 
• Dedicated, responsive team sustained execution and trust. 

Implementation & Timeline 

• Phase 1—Redesign & Launch. Navigation overhaul; product pages that speak the buyer’s language; immediate lift in “hits” and inquiries. 
• Phase 2—Channel Proof. YouTube and Facebook are embedded in the journey so buyers can see features in motion; traffic and questions increase. 
• Phase 3—Continuous Improvement. Fast cycles on requests and updates; relationship strength reflected in three renewals and ongoing growth from new geographies. 

Cazbah Value Delivered 

• Faster discovery → higher inquiry volume after launch. 
• Video-first proof raised buying confidence pre-RFQ.
• Quarterly tune-ups + rapid fixes preserve gains.

Results (After)

Q: Since partnering with Cazbah, what’s changed—RFQs, online presence, sales momentum, competitive position? 

Gail: “We do get a lot more hits… sales leads.” Remote buyers, including those without a local dealer, now find Smith Metal Works online and reach out. Average order value lands “right around $10,000 per salter,” and the mix spans from compact add-ons to municipal-scale units. Meanwhile, streamlined processes mean Smith is “doing more with less,” reducing overhead as intake clarity improves shop productivity. 

On their website, the product story backs the value claim. Pickup inserts (Series II/IV/V Pro) emphasize 304 stainless hoppers/frames, inverted-V screens, and removable chutes, details that signal longevity. Medium Duty and SSV units scale capacity for fleets; under-tailgate spreaders highlight screw-auger cross conveyors and clean-out features. Even the controller manual puts safety and uptime first with dual current limits and automatic shutoff/reset. 

Cazbah Value Delivered 

• Increased traffic and lead flow tied to website clarity and channel proof.
• Higher-signal inquiries aligning with core SKUs and ~$10K Average Order Value.
• Operational efficiency—“more with less”—as digital intake improves production work. 
• Positive UX/UI feedback (“easy to navigate”) that supports conversion and brand reputation. 

The Product Backbone—What Buyers See (and Why It Matters) 

Smith’s pages make the proposition simple and credible: 304 stainless everywhere it counts, configurations for nearly every use case, and a heritage detail that resonates—the first mass-produced (custom) electric spreader, still supported after decades in service. 

Utility content (e.g., Pre-Season Spreader Prep Checklist) underscores practical know-how, clean wiring, test-run procedures, corrosion control, speaking the language of fleet managers and winter contractors. 

Cazbah Value Delivered 

• Surfaced materials, features, and maintenance content that reduces pre-sale uncertainty.
• Connected heritage claims to present-day spec sheets for persuasive continuity. 

Customer Voice 

• “We do get a lot more hits… sales leads. That is due to the team I work with at Cazbah.” 
• “We’ve changed our processes… [production workflow] stems directly from the process.” 
• “I couldn’t give Dan enough kudos… he’s fabulous to work with… Olivia… very gentle, very good at it.” 
• “Don’t change anything on your end.” 

Cazbah Value Delivered 

• Relationship + responsiveness = adoption and momentum. 
• Process clarity from digital to shop floor. 

Lessons Learned & Best Practices 

Relationships drive execution; a trusted partner gets used, and used tools compound results. Persistent, friendly follow-ups keep content current and useful. A “website project” is often a process project in disguise: better inputs at the form level yield better outputs in production. And short videos + proof points accelerate understanding for municipal buyers and contractors who live by the “weather and the clock.” Smith Metal Works is an excellent partner with Cazbah because they take the time to learn what their IMC Dan teaches them about SEO and website development. 

Cazbah Value Delivered 

• Trust-based cadence that sticks.
• Show, don’t just tell (video + specs) for faster decisions. 
• Partnership is extremely important for marketing to be successful.

What’s Next 

With the backbone in place, Smith can keep compounding value: short demo clips embedded on product pages; service bulletins and checklists that move seasonal questions off the phones; regional landing pages to support a “younger” sales push and dealer coverage gaps; and more “Think it Up… and Smith Can Make It Happen” custom stories as the fiber laser expands capability. 

Cazbah Value Delivered 

• Content rhythm that compounds discovery and pre-sales education.
• Targeted growth pages/campaigns to reach new geographies and segments. 

Trust & Proof 

Eighty years in business. ~800,000 pounds of stainless purchased annually. Units still operating after 35+ winters. A practical voice in manuals and checklists. And a digital partner who fixes issues quickly, keeps content moving, and aligns the website with what the brand already is: functional, findable, and faithful to stainless-steel durability. 

Cazbah Value Delivered 

• Three contract renewals signal realized value and sustained fit.
• Fast, reliable fixes demonstrate Accountability and Excellence.

See what a clearer information architecture – IA, cross-channel proof, disciplined intake, and fast support could do for your industrial business.