Manufacturing Custom Metal Fabrication

Texas Metal Works

From local word-of-mouth to 78% B2C growth with a full-stack embedded partnership spanning growth, operations, and performance.

78%
B2C Growth
Year over year
280%
B2B Growth
New channel
24.87x
ROAS
Paid media
<0.8s
Load Time
Core Web Vitals

The client

Texas Metal Works is a custom metal fabrication company based in Texas. They produce custom steel, aluminum, and specialty metal products for commercial and industrial clients, everything from architectural metalwork to precision-machined components.

When they came to Umbral, most of their revenue came from word-of-mouth referrals and repeat business. Their website existed but didn't generate meaningful leads. They knew there was a bigger market online but didn't have the team or systems to capture it.

The challenge

Texas Metal Works faced the classic manufacturer's dilemma: great product, local reputation, but no digital growth engine. Specifically:

  • Website was a digital brochure with no lead generation, no ecommerce, no B2B portal
  • Quoting was manual and slow, losing prospects to faster competitors
  • No CRM or pipeline tracking. Deals fell through the cracks
  • B2B channel was entirely untapped with no way for commercial buyers to self-serve
  • Site speed was poor. Pages took 5+ seconds to load, killing conversions and SEO

What we built

Growth

Revenue engine

  • SEO for capability and product pages
  • Google Ads targeting high-intent manufacturing searches
  • B2B ecommerce portal for commercial buyers
  • Content marketing for problem-aware audiences
  • Channel expansion strategy
Operations

System backbone

  • CRM implementation with pipeline tracking
  • Automated quote intake and routing
  • Order management and fulfillment tracking
  • AI-powered lead qualification
  • Customer lifecycle automation
  • Data warehouse for cross-channel reporting
Performance

Speed and experience

  • Complete site rebuild with sub-1-second load times
  • Product configurator for standard items
  • AI-powered quoting tool
  • Frontend performance monitoring
  • Infrastructure optimization

The arc

Month 1-2

Foundation

Audit, CRM setup, site rebuild begins. Mapped 6 viable revenue channels. Only 1 was active.

Month 3-4

Core Build

Site launched (sub-1s load times). Google Ads live. CRM and pipeline tracking operational. First B2B inquiries.

Month 5-6

Channel Expansion

B2B portal launched. SEO content producing organic leads. AI lead qualification deployed. 78% B2C growth achieved.

Services used in this engagement

Growth

CRO, paid media, SEO, channel expansion

Operations

CRM, AI automation, data warehouse

Performance

Site speed, configurator, infrastructure

Want similar results?

Every product company's revenue engine looks different. We'll assess yours and show you where the biggest opportunities are.

Schedule a consultation