Mitchell Crane : Industrial SEO & Responsive Website Case Study

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Mitchell Crane, a worldwide supplier of new after-market replacement crane parts and a source for used parts and components, contracted TopSpot Internet Marketing to develop a responsive website redesign with ongoing Search Engine Optimization, Pay-Per-Click, and Analytics Services. This led to a 1500% increase in online leads, a 187% increase in organic traffic and a 147.99% increase in overall traffic with 32% of the new website's traffic being driven by supporting pages determined by SEO during the sitemap creation.


Mitchell Crane’s website didn’t represent their scope of services, and they knew this was causing them to lose out on business opportunities.


A responsive website was built with SEO serving as the foundation. This was accomplished by creating a sitemap focused on their core products and services and then building content around them. The new pages provide industry-specific information, details about services offered, and product-specific information. The restructured sitemap combined with the clean design enabled the Customer Relationship Team to target very specific keywords and attract more relevant users post-launch. The PPC program went live shortly after launch and was focused on their high profit margin products.

Services Provided


1500% Increase

In Form Submissions

In its first five months, the new Mitchell Crane website saw a 1500% increase in online conversions from 9 to 144. Organic traffic increased by 187.12%, and the website now averages close to 600 organic visits per month compared to the previous average of 200 visits per month. The website also saw an overall traffic increase of 147.99% and a 292.57% increase in mobile and tablet traffic, which now drives almost 25% of the website's traffic.

9 before
144 after

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