30 Years of Word-of-Mouth. Zero Inbound Leads.
Source Equipment has been in the material handling business for over 30 years, selling pallet racks, pallet jacks, forklifts, wire decking, and everything warehouses need to run. When Stephanie Snyder, Owner of Source Equipment, purchased the company, she inherited decades of industry expertise and a loyal New England customer base.
What she did not inherit was an online presence. The previous owner had no online presence, no lead-generating website, and no way for buyers outside New England to find them. The website was a placeholder, getting 2 to 3 visits per month.
Stephanie tried to fix it herself. She set up social media accounts, started writing blog posts, and researched hashtags and keywords. But she was spending hours on marketing instead of running the business. “I was actually losing focus of what I was actually doing in the business,” she says.
Meanwhile, the material handling industry ran on an old boys’ club of referrals. If you did not know the right people, you did not get the business. Stephanie knew she needed a way to break in without spending all her time knocking on doors and handing out business cards.
A Website That Works While She Sleeps
When Stephanie first got on a call with Gushwork, she saw a glimpse of what her website could become. She was sold on the first call. “You need to do this to everybody else that you market to,” she said, “because this is what will sell it.”
Gushwork rebuilt Source Equipment’s entire online presence from the ground up. Instead of chasing scattered visibility, the focus was on building a structured foundation designed to attract the right buyers consistently.
Brand Memory absorbed everything about Source Equipment, the products she actually wanted to sell, the buyers she wanted to reach, the manufacturer relationships she was building. That foundation meant the Page Creation Engine could build content that matched how real buyers actually search. It published 130 pages of targeted content around queries like “custom molded bins for warehouses,” “husky storage rack accessories,” and “warehouse equipment,” the exact phrases procurement managers and facility managers type when they need to order.
The website itself was overhauled from a static placeholder into an engaging, streamlined lead generator focused on the products Stephanie wanted to move, not everything in the catalog. The Content Management Suite kept those pages optimized and expanding in the background with no check-ins required, no approval queues, and no marketing meetings eating into her day.
When leads started arriving, the Leads Dashboard filtered out the spam so Stephanie stopped wasting time investigating whether inquiries were real. It tracked lead intent, so when a buyer came through, she already knew what product they were looking at, giving her an instant conversation starter. And when a big lead landed, real-time alerts made sure nothing slipped through the cracks.
The best part was that Stephanie did not have to become a marketing expert. She went back to working in the business instead of on it.
First Lead in 13 Days with Inbound Growing Month After Month
One of the first leads through the new website was Red Bull, and the instant notification on her phone meant she saw it immediately and didn’t miss the opportunity.
That moment was proof of concept. The website was putting Source Equipment in front of national buyers, companies that never would have found a New England-based equipment supplier through word of mouth alone. Source Equipment was appearing in front of buyers across Google and AI search engines like ChatGPT and Perplexity, where more and more procurement teams now start their research.
Within a month of launch, qualified leads started flowing in. Source Equipment went from 2 to 3 website visits per month to over 600, and from zero inbound leads to 40+ qualified leads in just two months.
The ripple effect has been even bigger than the lead numbers suggest. Several clients who found Source Equipment through the website have become repeat buyers. “They just email me and say, ‘Hey, we need this. Let us know.’ Then I send them the invoice and they pay for it,” Stephanie says. “It’s beautiful. The best kind of business.”
Stephanie’s daily routine has transformed. Mornings are spent reviewing inbound inquiries, late mornings on outreach to qualified leads, afternoons on advancing active deals. The constant pressure to hunt for opportunities is gone. She is now focused on hiring a new sales team to handle all the leads that SOurce Equipment gets.
What changed is the volume and quality of inbound leads, the depth of manufacturer relationships being built, and the fact that 130 content pages now work continuously in the background, attracting qualified buyers around the clock.
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