How Hangan Steel grew organic traffic by 300% and became the industry leader in search
A steel manufacturer whose website barely showed what it made.
Hangan Steel manufactures and installs structural steel. Its website gave buyers little indication of the manufacturing side of the business.
Hangan Steel already attracted organic traffic, but about 90% went to the homepage at the baseline used for the project. That concentration pointed to a commercial gap.
A project team searching for structural steel fabrication needed to find a page that explained what Hangan Steel could manufacture. A buyer looking for onsite erection needed a different answer. The homepage was carrying too much of that work, and the manufacturing capability had too little representation of its own.
Google and AI can’t recommend a capability they can’t find on the site.
We gave every commercial service a specific job.
Jetleads made those capabilities visible through dedicated service pages and a clearer site structure.
We started by mapping how a buyer would describe the work they needed. We gave structural steel fabrication and structural steel installation distinct places in the service hierarchy. Custom fabrication and shop drawings sat with fabrication. Onsite erection and crane and lift capabilities sat with installation. Steel subfloors and onsite welding had their own places in the structure.
That gave each commercial page a specific job. It also connected the service pages to the main Services hub so a buyer landing on one page could see where it fit in the broader offering. We addressed legacy technical issues as the new structure rolled out.
Cited in AI. On page one. On the map.
Organic traffic has grown 300% since the February website transformation.
From the bottom of its tracked competitor list to the largest organic search share in the group.
The change was visible beyond the homepage. Buyers had more ways to discover the work Hangan Steel actually does, and AI results had specific pages to cite for commercial structural steel searches.
Structure first. Then the visibility compounds.
Search share is based on Jetleads’ latest assessment of a tracked competitor set.
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