A Manufacturer That Can See Its Own Pipeline

Transcon Conveyor engineers custom material handling systems for metals producers and heavy industry. Their work is highly technical and highly customized, and the website did not say so. It sat on an aging host with a previous vendor, presented the company as a generic equipment supplier, and gave the team no way to tell which marketing activity was producing quote requests.

The deeper problem was measurement. Leads arrived by form and by phone, landed in an inbox, and disappeared. Nobody could answer which pages, search terms, or campaigns were responsible, so there was no basis for deciding where to spend the next dollar. Reporting meant logging into four separate tools and reconciling them by hand, which meant it did not happen.

DevQ migrated the site to WP Engine, rebuilt the front end around the company’s actual positioning — custom-engineered for the application, not off-the-shelf — and commissioned new plant photography to replace stock imagery.

Two pieces of custom development do the heavy lifting:

A reporting dashboard built into the site. Rather than sending the client to a separate analytics product, we built a password-gated dashboard into the WordPress theme itself. It pulls GA4 and Search Console through the Google APIs, adds form submissions with a traffic-source column, phone-click events, on-site search, Core Web Vitals, Google Business Profile metrics, and a 404 monitor. A keyword panel layers in search volume, difficulty, competitor rank tracking, and a gap analysis showing every term a competitor ranks for that Transcon does not. There is a UTM builder and QR generator so campaign tagging is consistent by default.

Step-based forms that capture the lead first. The original site had one “Request a Quote” button. We replaced it with a chooser that routes to a quote request, a general inquiry, or a parts request. Every one of them is contact-first: step one collects name, email, and phone, and submits the lead the moment step one completes. If the visitor abandons the deeper technical questions, the partial lead still arrives. If they finish, the detail appends to the same record rather than creating a duplicate.

The team can now answer, without asking anyone, which search terms and which pages produced this month’s quote requests, and whether a given lead came from organic search, the Google Business Profile, or an AI assistant. The forms recover leads that would previously have been lost at the point where a busy plant engineer decided the questionnaire was too long.

The engagement has since expanded into an ongoing marketing retainer covering content, brand standards, and citation cleanup, with the dashboard as the shared reference both sides work from.