Bend Tooling

September 1, 2025 – September 30, 2025.

Bend Tooling Inc. is a leading manufacturer of tube bending tools and dies. The company partnered with VanDenBerg Web + Creative to execute a full website redesign, along with a custom e-commerce add-on for their WordPress platform.

The project goals were to:

• Improve SEO and lead generation
• Modernize the site’s design and user experience
• Reinforce Bend Tooling’s position as the industry leader

The custom e-commerce component, powered by WooCommerce, features a secure, login-only catalog with more than 1,000 orderable parts tailored specifically to meet the needs of returning customers.

Challenge & Goals

Bend Tooling’s previous website lacked a modern design and a mobile-friendly experience. The site also needed a clearer content structure and more defined marketing pathways. Key project goals included:

• Upgrade the site’s overall design and improve page structure
• Optimize all pages for search engines (SEO)
• Collect more qualified leads and quote requests
• Integrate a dynamic, user-specific parts catalog for quoting and ordering

Our Solution

The existing site was already built on WordPress, allowing us to work efficiently by duplicating the site and rebuilding it within a redesigned framework. This method preserved existing content structures while enabling a full visual and technical overhaul.

Design & User Experience

We focused on creating a modern, professional look that clearly communicates Bend Tooling’s technical expertise and industry leadership. Key UX improvements included:

• A prominent “Request a Quote” call to action on the homepage
• Featured products and parts showcased on the homepage
• Integrated testimonials to provide social proof
• Optimized image sizes and site speed for faster load times

Integrations, Analytics & SEO

Back-end performance and on-page SEO were core to the strategy:

• Full on-page SEO optimization
  
• Strategic internal linking between blog content, product pages (e.g., die sets, mandrels, wipers), and technical resources (e.g., calculators, charts, formulas)
  
• Added FAQs to improve visibility in AI-generated search responses
  
• E-commerce functionality tailored to Bend Tooling’s customer base:
  
• Products only visible to logged-in users
  
• Support for multi-unit pricing, custom fields, and multi-level product categories
  
• Bulk product upload capability for managing over 1,000 parts
  

Results

Comparing data from September 1–30, 2025, against the previous period:

• Quote Requests increased by 66.7%, driven by the new “Request a Quote” form and ACT! CRM integration
  
• Whitepaper Downloads rose by 106.1%, validating the impact of the newly implemented Digital Download CTA
  
• Total Users increased by 8.4% and Engaged Sessions by 2.1%, reflecting improved discoverability and user flow
  
• Top search terms included branded keywords like “bend tooling inc,” as well as high-intent industry terms such as “tube bending calculator,” “tooling tube process,” and “bending mandrel”
  

A modern interface, strategic content, and optimized lead generation pathways helped translate Bend Tooling’s technical expertise into tangible business outcomes. Notably, the engagement rate remains above 50%, a strong indicator of high-quality, relevant traffic.

Client Feedback

“Rebecca is wonderful to work with! Her years of experience and attention to detail add that little extra to set her apart!”

— Steve P.

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