WebCitz started working with this client in 2013
- Client: EZ Pro 123 (website offline)
- Platform: Magento
- Industry: Manufacturing / Industrial, Retail / E-Commerce
- Services: Digital Marketing, Ecommerce, Maintenance / Support, Web Hosting
The Challenge
The client was an expert welder with a product that was “overbuilt” in the best way possible. However, selling heavy-duty sawhorses and snowmobile dollies at a national level required overcoming several hurdles:
- Trust in Engineering: The website needed to visually prove that these products could actually hold “tens of thousands of pounds.”
- Omnichannel Complexity: The client wanted to sell on the dedicated site, Amazon, and eBay simultaneously without overselling inventory.
- High-Intent Traffic: Since these were specialized tools, we needed to reach professional fabricators and serious snowmobile enthusiasts who were tired of “flimsy” consumer-grade gear.
The WebCitz Solution
We built a technical and marketing engine that matched the strength of the products:
- Custom-Themed Magento Storefront: We developed a Magento site with a custom theme that prioritized industrial authority. We focused on high-resolution imagery and technical specifications to highlight the “heavy-duty” nature of the aluminum fabrication.
- Linnworks Inventory Integration: To solve the multi-channel challenge, we implemented Linnworks. This allowed us to sync inventory levels across the Magento store, Amazon, and eBay in real-time. If a snowmobile dolly sold on eBay, the stock level was instantly updated on the main site and Amazon.
- Full-Funnel Digital Marketing:
- Google Ads: We targeted high-intent keywords like “heavy duty sawhorses” and “drivable snowmobile dollies.”
- Facebook Ads: We utilized Facebook to reach fabricators and welding hobbyists, showcasing the sheer strength of the products.
- Retargeting Campaigns: We implemented retargeting ads to stay top-of-mind for users who had viewed the high-ticket sawhorses but weren’t ready to pull the trigger on their first visit.
- Marketplace Expansion: We managed the launch and optimization of his product listings on Amazon and eBay, ensuring the “EZ Pro 123” brand was visible wherever industrial buyers were searching.
- Logistics Support: Given the weight of the products, we helped ensure the e-commerce checkout could handle the unique shipping demands of heavy industrial equipment.
The Result
EZ Pro 123 successfully transitioned from a specialized welding shop into a nationwide equipment supplier. The brand gained significant traction in the fabrication and snowmobile communities, supported by a professional, automated digital infrastructure. While the client eventually moved on to high-level military fabrication – a testament to the caliber of his work – the project remains a definitive example of how WebCitz can scale a single great invention into a multi-channel success story.
