Paniflex, a closet door distributor in the USA, had a great product, but customers didn't know they existed. We helped them change that. By simply answering the right questions online, at the right time, Paniflex got 113 new potential buyers in just six months.

Right Now, Your Next Big Deal Is Slipping Away

While you read this sentence, three things are happening:

• Your ideal customer is searching for what you make.
• They're finding your competitors talk about it on the internet through articles, videos, etc.
• They’re saving those links and planning to call them, not you.

You'll never know this prospect existed.

For Paniflex, this is exactly what was happening. It was their daily reality, and we had the data to prove it.

Where Were Paniflex’s Customers Hiding?

Paniflex wasn’t losing business because their product was bad. They were losing it because buyers couldn’t find them.

Every month, thousands of contractors, designers, and architects were searching online for things like “closet door sizes” and “track systems.”

These searches showed they were ready for a project. For instance, look at these images, they show us what people are searching for. It proves that people are actively looking for information about the exact products Paniflex sells.

Look at some more of these, less searched but still high intent queries from USA:

As you can see, every one of those queries pointed to real project intent.

Paniflex showed up for none of them.

Instead of finding Paniflex, buyers were finding blog posts, how-to guides, and product pages from bigger, louder brands.

It wasn’t about better pricing. It wasn’t about better quality. It was about who showed up when buyers were doing their research.

Paniflex wasn’t in the room. Their competitors were.

This is the invisible revenue leak affecting most manufacturers today.

How Much $$$ Was Paniflex Really Losing Out On?

We found that there were over 3,000 different search terms directly related to Paniflex's products, generating over 200,000 searches a month.

To truly understand the impact, let's break that down into what it meant for Paniflex’s bottom line.

First, we calculated the total number of searches per year, which came to 2,400,000 (200,000 searches/month × 12 months/year). Even if only 5% of these were an exact match for Paniflex’s products, that still left a massive pool of 120,000 highly relevant searches annually (2,400,000 searches/year × 0.05).

Next, we focused on the most valuable portion of that audience: the "serious buyers." We found that just 2% of those relevant searches came from people ready to make a purchase. This translates to 2,400 potential buyers a year (120,000 relevant searches/year × 0.02) who were actively looking for what Paniflex offered.

With the average value of a Paniflex project ranging from $50,000 to $150,000, these missed opportunities added up fast. By failing to capture these leads, Paniflex was missing out on a staggering $120 million to $360 million in potential revenue every single year.

Every day Paniflex's brand was invisible online was another day their competitors were winning those deals and building trust with potential customers. This wasn't just about lost searches; it was about lost business on a massive scale.

The Solution: Answering Questions, Not Just Selling Products

Our approach wasn't about "marketing." It was about helping Paniflex answer the right questions for their customers. We created helpful, technical resources that buyers could use, such as downloadable documents for their Sliding Closet Doors and Bifolding Wood Doors.

These valuable documents provided the exact technical information that architects, contractors, and designers needed, serving as their:

• Product Specifications that architects could save and use in their blueprints.
• Installation Guides that contractors could download for on-site reference.
• Technical Details that design forums linked to when discussing best practices.

By providing this kind of valuable information, Paniflex became an "expert" in their field. The goal was simple: make it impossible for buyers to ignore Paniflex when they were doing their research.

Results? They started showing up on the top of google search results!

What Changed After Working With Gushwork?

Here’s an overview of some important results:

But here's the metric that changed everything: Prospects shifted from "Who's Paniflex?" to "We found you through your technical guide."

Beyond the Numbers: A New Way to Do Business

This wasn’t just about getting more traffic and leads. It changed how Paniflex did business.

Better Sales Conversations: Sales calls became more productive. Instead of teaching prospects the basics, the team could jump straight into planning a project. Customers already knew the product and were ready to talk business.

Beating the Competition: Paniflex's online resources were so complete that other companies looked like they were missing key information. Paniflex's expertise became a strong advantage that competitors couldn't easily match.

Stronger Pricing: Because buyers saw Paniflex as the expert, they cared less about finding the cheapest option. They valued the company's knowledge more than a low price.

Why This Keeps Getting Better for Paniflex

This wasn't a temporary fix; it was an investment that keeps paying off. Unlike paid advertising that disappears when you stop paying, our strategy created lasting advantages:

Growing Authority: Every helpful resource reinforced Paniflex's position as the technical expert. Every link they earned made it easier to rank in the future. Every customer they educated became a potential referrer.

Making a Stand: By becoming the best source for technical information, Paniflex made it incredibly hard for competitors. To reach the same customers, rivals now have to outrank a known industry leader.

What This Means for Your Business

While you’ve been reading this case study, here’s what likely happened:

• 23 potential customers searched for solutions like yours.
• 19 of them found a competitor’s resources on Google’s first page.
• 12 saved those resources for later.
• 4 filled out a contact form with a competitor.
• 0 discovered your company exists.

These aren’t your exact numbers, of course, but the loss is very real. And it’s not a one-time event; it’s happening every hour of every day.

The question is, are you ready to stop being invisible and start capturing that demand?

If that’s a shift you need to make, we know how to help.