Client Overview
Swift Metal Fabrication is a Melbourne-based steel and metal fabrication company servicing builders, manufacturers, commercial businesses, and industrial clients across Melbourne.
The business offers a range of fabrication services, including laser cutting, welding, turret punching, custom steel fabrication, and sheet metal solutions.
37.9%
growth in clicks
10.4%
growth in impressions
747.96%
growth in total users
1,138.3%
growth in organic users
974.12%
growth in organic sessions
10.11%
growth in engagement rate
The Challenge
When Swift Metal Fabrication approached Melbourne Web Digital, their website was holding back their online growth.
The business had years of industry experience, but its website did not reflect the quality of their work or help potential customers find them online.
Key Issues We Identified
- Outdated website design and structure
- Poor user experience across important service pages
- Limited visual proof of completed fabrication projects
- Service pages targeting the same search intent
- Weak SEO foundations
- Low organic visibility in Google
- Limited lead generation opportunities
As a result, the website was struggling to attract qualified traffic and generate consistent enquiries from businesses searching for fabrication services in Melbourne.
Our Strategy
Our goal was simple.
Create a website that showcases Swift Metal Fabrication’s expertise while building a strong SEO foundation that could generate long-term organic growth.
1. Complete Website Redevelopment
We redesigned the website to improve:
- User experience
- Mobile usability
- Service navigation
- Lead generation pathways
- Website performance
The new website was built to make it easier for potential clients to understand services and request quotes.
2. Service Page Restructure
One of the biggest SEO issues was overlapping content.
Several service pages were targeting similar keywords and search intent, creating confusion for both users and search engines.
We restructured the service architecture and created dedicated pages for key services.
Each page was written to target a unique search intent and specific customer needs.
3. Professional Project Images
The previous website lacked strong visual proof.
We worked with the client to showcase real fabrication work, machinery, and completed projects throughout the website.
This helped:
- Build trust
- Improve engagement
- Demonstrate capabilities
- Support conversion rates
4. Technical SEO Optimisation
We implemented a complete SEO framework, including:
- Site structure improvements
- Internal linking
- Metadata optimisation
- Content optimisation
- Schema implementation
- Crawlability improvements
- User experience improvements
The Results
GSC & GA Growth in 6 Months
growth in clicks
0
%
growth in impressions
0
%
growth in total users
%
growth in organic users
%
growth in organic sessions
%
growth in engagement rate
%
The improvement in average ranking position indicates stronger keyword visibility across important fabrication-related searches.
Business Impact
The project delivered more than just traffic growth.
The improvements helped Swift Metal Fabrication:
- Increase visibility across Melbourne fabrication-related searches
- Generate more qualified website enquiries
- Improve trust through professional project imagery
- Build a scalable SEO foundation for future growth
- Better showcase their capabilities to commercial and industrial clients
Looking for Similar Results?
If your website is outdated, difficult to find on Google, or not generating enough enquiries, the problem may not be your business. It may be your digital presence.
At Melbourne Web Digital, we help Melbourne businesses improve their websites, increase organic visibility, and generate more qualified leads through SEO and web development.
Ready to grow your business online?
Let’s discuss how we can build a strategy tailored to your business goals.