W.D. Matthews Machinery

What we've done

W.D. Matthews Machinery is a material handler and retailer of construction equipment that has been in operation since 1939. Originally started as a farm and woodworking machinery retailer, W.D. Matthews now serves the majority of New England from its three locations in Maine, New Hampshire, and Massachusetts. A client of ours since 2015, W.D. Matthews first came to us in need of website hosting. After being a client of ours for almost two years, the team at W.D. Matthews decided to take the leap into the world of digital marketing.

Google Ads

In the early fall of 2017, we started managing both search engine optimization (SEO) and Google Ads for W.D. Matthews. Prior to our management, W.D. Matthews had never run Google Ads campaigns, and had never tracked any kind of goals before. As a result, our first step was to set up goal tracking on the W.D. Matthews website and in Google Analytics for form submissions, phone calls, and other conversion events in order to measure performance for both Google Ads and SEO.

Despite being a retailer, W.D. Matthews does not directly participate in online sales, so our efforts were primarily focused on lead generation. We created multiple Google Search campaigns centered around W.D. Matthews’ core offerings, including campaigns for their new and used equipment as well as their rental services. To help capture warmer leads, we also set up a Google Display campaign with a retargeting audience. Since our initial campaign launch, we’ve seen consistent growth in website traffic, users, and goal completions over the years.

W.D. Matthews Machinery’s Google Ads Campaigns Account For:


Of Total Site Sessions


Of Total Site Users


Of Total New Site Users


Of Total Conversions


We’ve been working with W.D. Matthews to help improve their SEO since 2017, only pausing briefly in 2021 for a website redesign. From then on, we’ve worked to increase their organic traffic through keyword research, technical audits, and on-page optimizations. Since we set up goal tracking for W.D. Matthews at the start of this project, we’ve also now been able to easily track conversion events attributed to SEO over the years as well. Overall, compared to performance prior to our management, there have been drastic increases in organic site sessions and users, as well as strong growth in session duration and pages per session.

W.D. Matthews Machinery’s SEO & Organic Traffic Improvements:

W.D. Matthews Machinery in map pack and organic search results

Increase in Site Sessions


Increase in Session Duration


Increase in Pages per Session


Increase in Site Users


Increase in New Site Users

Website Redesign

Our team has actually completed two website redesigns for W.D. Matthews, the first of which took place three years ago, and the second one this past year. In the latest website redesign, the team at W.D. Matthews wanted a modernized design, with more of a focus on their core offerings. Other desired features included a way to showcase the history of the company as well as a way for customers to easily contact sales representatives if they’re unsure of what they’re looking for.

To fulfill these needs, we built W.D. Matthews a WordPress website with a clean, modern design that caters to their customers across a variety of industries. To focus more on their core offerings, we used a mega menu to better highlight their pages for New Sales, Used Sales, and Rentals, and ensured that users would easily be able to contact sales representatives using prominently featured forms and calls to action. We also created a timeline of the history of the company using the WP Timeline Plugin, so that users would leave the website with an understanding of W.D. Matthews’ mission and story. All in all, the new website is higher both in functionality and design, and better conveys the W.D. Matthews mission to all users.


Old W.D. Matthews Machinery website on computerNew W.D. Matthews Machinery website on computer
W.D. Matthews Machinery employee fixing a piece of equipment

Technologies Used

  • WordPress
  • Gravity Forms Plugin
  • WP Timeline Plugin
  • Notification Bar Plugin
  • Javascript
  • PHP 7
  • HTML5
  • CSS3


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