ICM carries 71 machines, fields 58 technicians, and stocks 15,000 part lines — but the current site barely tells that story, and on nearly every product it hands the visitor off to Metso, GOMACO, or in two cases a competitor and a dead link. Here's exactly what's wrong, what it costs, and the architecture that fixes it.
A page-by-page review of the live site surfaced four issues that all point the same direction: ICM has built real depth, and the website gives almost none of it back.
Click "Get specs" on any of the 71 machines and you leave icmsolutions.com for the manufacturer. One crusher links to a competitor (mccourtequipment.com); another to a broken Metso staging URL. The visitor — and the lead — walks out the door.
Three thin pages, no real articles, no guides, no spec sheets ICM hosts. Nothing for search engines to rank, and nothing that makes ICM the authority instead of a catalog of links.
Locations don't match page to page — two different Salt Lake addresses, two Phoenix addresses, and a Reno phone number listed three different ways. On a site whose whole pitch is precision, that erodes trust.
Left-over demo content from the original theme is still public, and the image that previews when the site is shared on LinkedIn or texted is a blank 2016 placeholder.
Follow a real prospect searching for a cone crusher in Utah. The site does the hard part — gets them to the product — then gives the sale away at the final step.
Multiply that by 65 machines and every search that finds them. ICM pays for the traffic and the ranking, then routes it away at the moment of decision — and gets none of the SEO credit for the spec content, because it lives on someone else's domain.
Customers browse by what they're trying to do (category), with brand as a filter — not a separate maze. Every machine gets its own page and an ICM-hosted spec sheet. Nothing links out.
Plus a keyword search and faceted filters across all listings. Rental is a badge/filter on any machine — not a separate catalog to maintain.
71 machines become 71 ICM pages that rank, convert, and keep the visitor on icmsolutions.com through the decision.
Every model gets an ICM-branded, downloadable spec sheet generated from ICM's own data — never a link to Metso or anyone else.
Guides, comparisons, and location pages make ICM the authority the search engines reward — not a list of outbound links.
Built on free, standard tools and authorable by your team — no recurring license, any developer can maintain it.