Key Takeaways
Consistent SEO delivers consistent growth: CSM saw a more than 480% increase in organic traffic within 18 months, resulting in a 10x+ increase in product sales for the telehandler dumpster.
Digital presence matters: Even “traditional” industries are shifting online, and buyers expect immediate, detailed web information before calling or purchasing.
SEO delivers long-term value: Sustainable SEO efforts compound over time, driving both awareness and conversions, even for highly specialized B2B products.
For twenty years, CSM has crafted durable hoppers and dumpsters for industrial and construction professionals. In 2023, CSM had no online presence, and sales of their telehandler dumpster lagged at only 1–2 units per year. Recognizing the untapped online demand, CSM partnered with LMP to launch a website, followed by a consistent, targeted SEO campaign. This is the story of the results.
Business Challenge
When Justin purchased CSM, he inherited a year-long work backlog but no website or online presence. New customers routinely asked if CSM had a website where they could evaluate and compare products. They often decided against purchasing from CSM when offered only a mailed or emailed catalog.
Justin knew from his experience in roofing that today’s buyers—especially construction and roofing professionals—need instant, detailed online information, not print catalogs or delayed emails. And as Justin worked through the work backlog, he began to look for ways to reach new customers and ramp up his sales.
The first step was collaborating with Little Mountain Printing, an experienced Lancaster web design company, to develop a website. However, simply launching a site was not enough—the pace was slow and the phones remained mostly silent, especially for specialized products like telehandler dumpsters.
SEO Implementation
The fuel for sustained growth was CSM’s dedicated, ongoing SEO strategy. SEO (Search Engine Optimization) helps search engines like Google understand your website’s content and connect it with users who are searching for products or services you provide.
The goal of SEO is to rank on the first page of search engine results pages (SERPs) for the most valuable keywords to your target customers.
SEO includes:
- Identifying high-value, low-competition keywords specific to a company’s core products.
- Optimizing website content for those keywords, including creating detailed landing pages and educational resources like blog articles.
- Enhancing website structure for user experience and mobile accessibility.
- Regularly updating content to keep the site fresh and relevant.
- Building authoritative backlinks and managing local listings for greater visibility.
Getting Results
CSM’s SEO efforts began to show definitive results. With the business climbing Google’s search results for crucial terms, site traffic increased dramatically—from 114 monthly organic visitors in January 2024 to 672 per month by August 2025. That’s a 489% increase in monthly organic traffic, directly corresponding to sales growth.
The most striking sales transformation occurred with CSM’s unique Telehandler Dumpster:
- Before having a website and doing SEO work, CSM sold 1–2 units per year.
- After less than two years of optimizing website SEO, CSM is selling 1–2 units per week.
This sales surge prompted CSM to pause its ongoing SEO campaign—not due to disappointment, but because demand had outstripped supply. Justin made a strategic decision to keep the business intentionally small, focusing on building inventory to meet demand.
Client Feedback
Justin expressed deep appreciation for LMP’s transparent, ROI-focused approach:
“I really appreciate that LMP wasn’t just trying to get me to spend as much money as possible.”
Rather, LMP strove to be a good steward of CSM’s money and prove the ROI of the marketing efforts.
The results confirmed CSM’s belief that customers are searching online—especially post-COVID-19—instead of relying solely on traditional sales channels such as print magazines.
CSM’s website has become the central hub for new and returning customers, optimizing not just reach but also conversion.
For other small businesses, CSM’s story is a model of how thoughtful, persistent SEO—anchored in the realities of what buyers need—can transform demand, sales, and business trajectory.
If your business is ready to unlock new demand, improve conversion rates, and build long-term value, it’s time to invest in proven SEO strategies. Contact us today to see how we can help your brand climb the ranks—and turn searchers into loyal customers.
