The Client
A frustrated business owner. A provider that wasn’t delivering. And a call that changed everything.
MMC Fencing & Railing was formed in 2002. Today, they are a nationwide distributor for Digger Specialties, Inc. and are the largest internet retailer of Westbury Aluminum Railing in the country.
Owner Kent Wellington called 417 Marketing out of nowhere in 2013. He was frustrated by his current provider’s lack of communication and concerned that they lacked the skill to take MMC Fencing & Railing to the next level. It was a straightforward situation — a business with real potential being held back by the wrong partner.
What started as a single eCommerce website rebuild became one of 417 Marketing’s longest-running and most successful client partnerships — spanning over a decade, producing record-breaking results, and inspiring the launch of an entirely new business.
Current provider lacked communication — Kent couldn’t get answers, updates, or confidence that his digital presence was being properly managed
Existing website wasn’t built for eCommerce growth — the site wasn’t optimized for the scale or performance that a nationwide product distributor required
Poor checkout experience — friction in the buying process was costing conversions and limiting revenue potential
Limited organic search visibility — without proper SEO, MMC was invisible to the majority of people searching for their products online
No paid advertising strategy — the business had no Google Ads presence to complement organic growth and capture high-intent buyers
The Solution
A new eCommerce foundation — then a full digital marketing partnership built to scale.
01
New eCommerce Website — WordPress & WooCommerce
Proposed and built a new eCommerce website using WordPress and WooCommerce — a platform purpose-built for product sales at scale. The rebuild focused on an improved user experience and a streamlined checkout process designed to reduce friction and increase conversions.
02
National SEO Campaign
Launched a comprehensive SEO campaign targeting buyers across the country searching for aluminum railing, fencing, and related products. The combination of technical SEO, content strategy, and link building drove dramatic increases in organic search visibility and website traffic over time.
03
Google Ads Management
As organic results grew, 417 Marketing introduced a Google Ads campaign to capture additional high-intent buyers — specifically those searching for the exact products MMC sells. The combination of organic and paid created a dominant presence across search results.
04
Ongoing Web Hosting, Design & Maintenance
Today, 417 Marketing provides MMC Fencing & Railing with ongoing web hosting, web design and maintenance, SEO, and Google Ads services — a full-service digital partnership that has been in place for over a decade.
05
Launch of Aluminum Handrail Direct
The success of the MMC Fencing & Railing campaign inspired Kent Wellington to launch a new business — Aluminum Handrail Direct — with 417 Marketing’s help. The proven digital playbook that worked for MMC was applied to an entirely new eCommerce brand.
The Results
Explosive year-over-year growth — across every metric that matters for eCommerce.
+5,553%
From a limited online presence to one of the country’s largest internet retailers of Westbury Aluminum Railing.
+931%
Year-over-year eCommerce revenue growth driven by improved UX, SEO visibility, and Google Ads performance.
772%
For every $1 spent on Google Ads, MMC generated $7.72 in revenue on average — a strong and consistent return that justified continued investment in paid search.
- +5,553% increase in monthly website users — from limited regional presence to nationwide reach
- Dominant organic search visibility for high-intent product keywords across the country
- MMC is now the largest internet retailer of Westbury Aluminum Railing in the United States
- +931% increase in monthly eCommerce revenue year-over-year
- Improved checkout process directly increased conversion rates from the new site launch
- 772% average monthly ROAS from Google Ads — 2021 year-to-date
- 10+ year client relationship — ongoing web hosting, design, maintenance, SEO, and Google Ads
- Results inspiring enough for Kent to launch a second business — Aluminum Handrail Direct — with 417 Marketing
- Trusted advisor relationship where 417 Marketing’s recommendations are acted on even when the client initially disagrees
“417 Marketing took my website to the next level by completely rebuilding it and providing SEO nationwide for it. They have made suggestions that I didn’t always agree with but they have proven to be successful recommendations. They are a great team to work with who understand my business and partner with me to make it grow in ways I couldn’t imagine.”
Kent Wellington
Owner, MMC Fencing & Railing
Project Conclusion
A decade of growth. A second business launched. A partnership still going strong.
The MMC Fencing & Railing story is what long-term digital partnership looks like. The combination of an improved user experience, a streamlined checkout process, and growing organic search visibility vaulted MMC into explosive year-over-year growth that has compounded over more than a decade.
Kent Wellington’s willingness to trust 417 Marketing’s recommendations — even when he wasn’t initially convinced — is a testament to what’s possible when a business owner gives an expert team the latitude to do their best work. The result wasn’t just a better website or a successful ad campaign. It was a transformed business, and a brand new one born from its success.
New WordPress & WooCommerce eCommerce website built from scratch
National SEO campaign driving +5,553% monthly user growth
+931% increase in monthly eCommerce revenue YOY
772% average monthly ROAS from Google Ads (2021 YTD)
Second business — Aluminum Handrail Direct — launched with 417 Marketing
10+ year ongoing partnership across all digital channels
Work With Us
Ready to take your eCommerce business to the next level?
Whether you’re frustrated with your current provider or just getting started — let’s talk about what’s possible.