Case Study: R-CAP Process Equipment, Inc.

Overview

Client: R-CAP Process Equipment, Inc. https://r-cap.com

Industry: Industrial Process Equipment Distribution and Integration

Services Provided by Astrabrand:

Website Redesign and Development
Search Engine Optimization (SEO)
Technical Website Optimization
Digital Marketing Strategy (Social Media, Advertising, Content)

Challenge

R-CAP Process Equipment, Inc., a regional distributor specializing in process equipment and system integration, faced several challenges hindering their growth and online visibility. Despite a strong reputation built over 30+ years in the industry, their existing website and digital presence did not effectively reflect their expertise, quality of products (often perceived generically due to the nature of distribution), or their value-add through system integration. Key pain points included:

Limited Online Visibility & SEO: Difficulty being found by potential customers actively searching for process equipment solutions online. Catalog companies and international competitors with products from China often outranked them. Their website analytics setup (Jetpack Stats) offered limited data retention and no conversion tracking, making it impossible to measure online performance effectively. Toxic backlinks were also negatively impacting their search ranking.
Outdated Website and User Experience: The existing website had inconsistent contact information, a poorly styled blog, unclear Calls to Action (CTAs), and significant technical issues including poor image optimization, lack of minification and bundling of assets, and accessibility problems. These issues contributed to slow loading times and a poor user experience.
Ineffective Digital Marketing: R-CAP lacked a dedicated marketing person and struggled with consistent social media content due to the nature of their product cycle. They were not effectively utilizing vendor marketing materials and lacked a structured approach to online advertising.
Regional Focus vs. Lead Generation: While primarily serving a specific region (Illinois, Indiana, Michigan, Wisconsin, and generally regional), they were receiving leads from outside their operational area. They needed to focus lead generation within their service region.

Solution

Astrabrand partnered with R-CAP Process Equipment, Inc. to implement a comprehensive digital transformation strategy focused on enhancing their brand image, improving online discoverability, and streamlining their lead generation process. The solution involved a multi-phased approach:

Technical Website Overhaul: A deep dive into the website's technical foundation was performed. This included migrating the site to a more performant hosting environment (Flywheel on an HTTP/2 server), implementing a Content Delivery Network (CDN) via Cloudflare for faster asset delivery, and conducting extensive image optimization (converting to WebP, reducing file sizes significantly). JavaScript and CSS files were minified and bundled, lazy loading was implemented for images and scripts, and web fonts were optimized. Unused plugins and database objects were purged to improve efficiency.
Search Engine Optimization (SEO): A robust SEO strategy was implemented starting with comprehensive keyword research focusing on their specific products, services (system integration), and target region. On-page optimization included applying keywords to website copy, fixing meta descriptions, and improving internal linking. Technical SEO improvements addressed 404 errors, created and submitted sitemaps, and optimized the robots.txt file. Toxic backlinks were identified and disavowed. Local SEO was significantly enhanced by claiming and optimizing their Google Business Profile, ensuring consistent Name, Address, Phone Number (NAP) information across the web, and adding local business schema to the website. Efforts were also made to encourage vendors to link to R-CAP's site.
User Experience and Conversion Optimization: The website's user interface and experience were significantly improved. Contact information was standardized, CTAs were made clearer and more prominent, and contact forms were optimized with autofill enabled and integrated for future CRM use. The blog was restyled and integrated better into the site layout. Accessibility issues related to ARIA attributes and alt text were addressed. The homepage hero section was optimized for performance and visual appeal across devices, including video optimization and fallback images.
Content Strategy and Implementation: The content strategy focused on highlighting R-CAP's expertise, quality, and system integration capabilities. This involved developing new copy that emphasized their American ownership, years of experience, and value-add beyond just product distribution. Content duplication issues (especially with manufacturer product descriptions) were identified and addressed by creating unique, targeted content for different applications (e.g., splitting Admix content for hygienic and chemical industries). Plans were made for developing article writing for the blog and LinkedIn to demonstrate authority.

Implementation & Key Deliverables

The project involved a series of meticulous steps, including:

Gathering access to hosting, registrar, and existing analytics.
Setting up Google Analytics with conversion tracking for forms and Google Search Console.
Migrating DNS to Cloudflare for CDN and optimization benefits.
Performing extensive technical audits and implementing fixes for site speed, mobile responsiveness, and accessibility.
Completing a full image optimization pass across the entire website.
Purging unused plugins and optimizing the database.
Implementing standardized contact information site-wide.
Redesigning and integrating the blog section.
Improving CTAs and optimizing contact forms.
Conducting in-depth keyword and competitor research.
Optimizing on-page content for target keywords.
Disavowing toxic backlinks.
Claiming and optimizing Google and Bing Business Profiles, ensuring consistent NAP information.
Adding local business schema to the website.
Developing and implementing a basic social media posting strategy.
Planning and outlining a targeted PPC advertising approach.
Addressing specific client requests, such as optimizing content for specific product lines and incorporating client feedback on design preferences.

Results

Astrabrand's work delivered significant improvements for R-CAP Process Equipment, Inc.:

Dramatic Performance Improvement: Technical optimizations resulted in a massive reduction in page resource download size (from over 39MB to under 7MB). Performance tests showed impressive improvements in key metrics:
- Desktop LCP (Largest Contentful Paint): As low as 0.31 seconds
- Desktop CLS (Cumulative Layout Shift): 0.05
- Mobile LCP: As low as 0.23 seconds
- Mobile CLS: 0 These improvements drastically enhanced the user experience and positively impacted SEO.
Enhanced Online Visibility and SEO Value: By addressing toxic backlinks, optimizing on-page content, implementing local SEO strategies, and improving site speed, R-CAP's website was better positioned to rank higher in search results for relevant keywords, particularly within their target region. The setup of comprehensive analytics provides the data needed to track ongoing SEO performance and identify further opportunities.
Stronger Brand Representation: The website was updated to clearly communicate R-CAP's history, reputation, focus on quality products, and value-add through system integration, directly addressing the client’s initial pain points.
Improved Lead Generation Foundation: Clearer CTAs, optimized contact forms, and the underlying technical structure laid the groundwork for more effective lead capture and management.
Problem-Solving Demonstrated: Astrabrand successfully navigated and resolved numerous technical complexities, including issues with the existing WordPress setup, plugins, and hosting, showcasing their ability to troubleshoot and implement effective solutions.

Conclusion

Through a strategic blend of technical expertise, focused SEO efforts, and thoughtful user experience improvements, Astrabrand successfully transformed R-CAP Process Equipment's online presence. The project not only delivered a high-performing and visually appealing website but also established a solid foundation for increased online visibility, targeted lead generation, and a stronger digital brand identity, directly addressing R-CAP's initial challenges and positioning them for future growth in their regional market. This case study demonstrates Astrabrand's capability to deliver comprehensive digital solutions that drive measurable results for our clients.