The Challenge:
A Website That Didn't Produce
Strength and resilience have always been a hallmark of Urick’s ductile iron products — but there was a time you wouldn’t have known it. A dated website design and minimal content were seriously limiting Urick’s visibility to prospective customers and employees, failing to promote the unique and useful properties of ductile iron and Urick’s ability to make it better than anyone else.
Besides the dated website, Urick hadn’t included their digital presence as a part of their growth strategy. They rarely acquired new customers from the web and relied on existing relationships and word of mouth to generate new business. This had many of their leadership skeptical whether investing in their online presence would bear fruit.
The SolutionS
Giving Urick the Parts to Succeed
With our partnership being Urick's first impression of how leveraging the internet can become a primary source for new business when done properly, we needed to focus on the most important areas that produce results the quickest.
New Website
First, we needed a home base. Their current website wasn’t going to cut it, so we created them a new website, leaving out any fluff. Every page, every word, every image, and everything in between was solely focused on being found in search and getting users to request a quote or call the sales phone number.
Google Ads
Once the new website went live, we didn’t have time for users to naturally discover it — we needed to showcase their leadership results, and they needed to happen quickly. To accomplish this, we jumped right into Google Search Ads because search ads let us target users by their intent, get data back very quickly to see what does and doesn’t work, and show results faster than any other channel.
SEO Content Strategy
After proving the model with paid search, we turned our attention to building long-term organic authority. Urick operates in a niche where almost no competitor invests in content, which means there was a wide-open opportunity to own the conversation around ductile iron casting online.
We restructured existing page content to lead with direct answers, expanded structured data markup across the site, and built out a content strategy targeting the exact questions engineers and procurement teams type into Google when evaluating materials and suppliers. The goal was to make Urick the most authoritative educational resource in the ductile iron space — and to have that authority translate into search visibility that no competitor could easily replicate.
The Results:
Plenty of Leads in the Pipeline
65x GrowthClicks on Top Comparison Query |
20,000+Impressions (Ductile Iron vs. Cast Iron) |
#2-3Average Position (Core Keywords |
Organic Performance
On their old website, it was rare for a user to request a quote at all – Urick received maybe a handful throughout the year. Within the first three months, the website had generated 18 form submissions and more than 80 tracked phone calls. Today, the website generates roughly 130 form submissions and sales calls per month.
The longer-term SEO results tell an equally compelling story. Across the top informational queries in the ductile iron space, Urick now holds average positions between 2 and 3, competing against and outranking university engineering resources, industry associations, and large publishers who have been covering the topic for decades.
Total organic clicks across all queries have grown by more than 65x. The site now appears in search results for terms like “what is ductile iron,” “austempered ductile iron,” “malleable iron vs ductile iron,” and dozens of related comparisons — queries that collectively generate hundreds of thousands of impressions and funnel engineers, buyers, and project managers directly to Urick’s site at the moment they are actively researching materials.
Google Ads
The Google Search Ads continue to generate roughly 15 to 20 quote form submissions each month, maintaining a steady pipeline of new business inquiries.
Total Impact
Overall, Urick went from rarely getting a new customer from their online presence to talking to 148 new businesses in their first three months after launch – and that momentum has only built from there. The sales manager at Urick, Steve, stated: “Our signed quotes alone are now more than double what our total quote volume used to be — both accepted and rejected combined.”
Epic provided both site development and Google Ads support. Their team held our hand every step of the way and was on time and on budget. Potential customers and potential employees are finding us for the first time.
