Desktop and mobile versions of Motor Specialty website

Project Overview

Services • SEO | Site Speed | Web Design | Web Development

Specialty • Wordpress

For a number of years Motor Specialty, Inc. had chose not to invested in any growth-oriented marketing strategy. They had ignored their online presence, therefore causing their current website to become extremely outdated found themselves unable to keep up with their competitors from an online marketing standpoint. With Top Floor’s decades of experience and reputation for building websites and marketing plans for manufacturing companies that generate leads, Motor Specialty turned to Top Floor to elevate their online presence and turn their website into a lead generation and brand expansion vehicle.


Before starting the website design process, we needed to take a step back and get a clear picture who the website would be for. We started by taking an in-depth look at how each target persona – from purchasing agents to engineers – would use the website. From there we were able to identify user goals and user challenges for the current website. We then matched up those needs with Motor Specialties needs – from functionality to lead generation goals – and created a clear B2B website development strategy that would attract OEMs and convert them to leads.

After taking time to outline Motor Specialty’s goals and objectives, our team worked hard to create a website that promoted the brand, engaged users in an intuitive way, and was optimized for SEO to bring in leads. The website now targets three main markets – food service, distribution, and machine tool – while clearly showcasing the advantages of working with Motor Specialty over the competition.

Now like with most manufacturers who for sell to OEMs direct, there is always a struggle to get the right type of lead coming in. Our search marketing team analyzed search terms looking at both search volume and user intent to select the right target keywords that would weed out the small one-time order requests and really focus on bringing in quality OEM traffic.

The Website

Motor Specialty Homepage Motor Specialty Services page Motor Specialty Industries page Motor Specialty Capabilities page Motor Specialty Company Page

Mobile & Tablet Experience

Motor Specialty website on mobile and tablet
Bar graph of increasing OEM Leads Lead Generation and Increased Site Traffic

The Results

Together, Top Floor and Motor Specialty developed a website strategy and search marketing plan that would bring Motor Specialty’s online presence above and beyond the competition. As we continue with an aggressive search marketing program targeting OEMs, we look to hit their first-year goals of getting found online, getting traffic to the site, and getting website leads.

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