McRae Engineering is a highly respected firm specializing in structural engineering, offering the technical expertise that supports foundational projects across commercial, industrial, and residential sectors. While the firm’s real-world structures were sound, its crucial digital presence was failing. McRae Engineering needed a contemporary, robust online platform that could finally reflect its engineering excellence and act as a powerful business development tool.
The Challenge
The firm’s previous website was a significant obstacle to their continued growth and professional representation. Built on an outdated system, it was difficult for their team to update, resulting in stagnant content that did not reflect the quality or scope of their recent, impactful work. Crucially, the site was not mobile responsive, immediately alienating prospects browsing on phones or tablets—a necessity in today’s B2B environment. This combination of poor user experience, difficulty in showcasing their portfolio, and a lack of modern technical foundation ultimately undermined the perception of a sophisticated, expert-led engineering firm.
Modern Design that Reflects Tradition and Craftsmanship
Outdated Systems
The previous website was built on an old, difficult-to-maintain system, leading to stagnant content and limiting the firm’s ability to keep its online portfolio current and dynamic.
Mobile First Design
The site was not mobile responsive, creating a poor user experience for a large segment of their audience and immediately signaling a disconnect between the firm’s modern expertise and its digital presence.
Analytics Integration
Integrate Google Analytics, Google Tag Manager, and Search Console to track traffic.
Social Media
We crafted a social media strategy using our 50/30/20 rule to build awareness, leads, and conversions through LinkedIn.
Project Showcase
The legacy platform made it cumbersome to upload and properly display new projects, preventing McRae Engineering from effectively leveraging their successful portfolio as a powerful business development tool.
Tracsoft’s Innovative Solution
Tracsoft engaged with McRae Engineering as a strategic partner to fully overhaul their digital foundation. Our solution centered on a comprehensive Web Development and Digital Optimization package designed to bring their online presence up to the standard of their exceptional engineering work, improving both form and function. We built a powerful, user-friendly platform that focused on showcasing their expertise while optimizing their visibility where it mattered most.
Implementation
Outdated Technology: The previous website was built on an old, difficult-to-maintain system, leading to stagnant content and limiting the firm’s ability to keep its online portfolio current and dynamic.
Non-Responsive Design: The site was not mobile responsive, creating a poor user experience for a large segment of their audience and immediately signaling a disconnect between the firm’s modern expertise and its digital presence.
Poor Brand Representation: The difficult-to-maintain and non-responsive website poorly represented the quality and professional image of the structural engineering firm, failing to communicate their modern brand and technical excellence.
Difficulty in Project Showcasing: The legacy platform made it cumbersome to upload and properly display new projects, preventing McRae Engineering from effectively leveraging their successful portfolio as a powerful business development tool.
WordPress CMS Integration: We implemented the user-friendly WordPress CMS, which empowers the McRae team to easily manage and update their content and project portfolio without needing technical assistance.
Advanced SEO Implementation: We optimized all core pages with best practice SEO for the structural engineering industry, ensuring the firm ranks higher in search results for key services and target locations, ultimately driving organic growth.
Optimized Google Business Profiles: We meticulously refined their Google Business Profiles (GBP), boosting their local search visibility and leading to a significant increase in client interactions like calls and quote requests.
Strategic LinkedIn Profile Development: We established and optimized their LinkedIn presence, positioning the firm as a thought leader in structural engineering to foster B2B connections and strengthen professional credibility.
The Impact
By focusing on performance, user experience, and technical SEO fundamentals, the new digital platform delivered immediate and quantifiable results that positioned McRae Engineering for powerful growth.
Streamlined Content Management: Easy-to-use WordPress CMS allows the McRae team to efficiently manage and showcase new projects, keeping their portfolio fresh and relevant.
623.53% Increase in Web Sessions: A dramatic uplift in overall website traffic, signaling a massive increase in visibility and discovery by potential clients in the first 90 days post-launch.
777.78% Increase in Organic Search Traffic: Near 8x growth in visitors finding the firm through non-paid search, demonstrating the power of the new SEO-optimized site structure and content.
24% Increase in Google Business Profile (GBP) Interactions: Significant growth in interactions (e.g., calls, direction requests) compared to the same period last year, reinforcing local authority and client engagement.
Modern, Responsive User Experience: A fully mobile-responsive and visually compelling design that finally reflects the firm’s professional expertise and technical depth.
“I was very pleased with all aspects of the work and relationship.”
– Stephen McRae
Conclusion
Conclusion & Next Steps (Call to Action):
The partnership between McRae Engineering and Tracsoft successfully transformed a static, outdated website into a dynamic, high-performing asset. This digital transformation not only stabilized their core online identity but also catalyzed impressive initial growth in organic visibility and client engagement, creating a powerful digital foundation that mirrors the stability of the structures they design.
Is your engineering firm or professional service business being held back by an outdated digital platform? Partner with Tracsoft to design a high-performance website and strategy that showcases your expertise and drives measurable growth. Contact us today to schedule your free Clarity Call and begin laying the groundwork for your digital future.
Ready to Work with Tracsoft?
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