TW Carbon isn’t your average bike shop. Based in Kirkwood, Missouri, outside St. Louis, they are master craftsmen specializing in carbon fiber repair and custom painting. They take high-end bicycles that have been crashed or damaged and restore them to, or often better than, factory condition.
Their work has been featured in Forbes for creating custom “dream bikes” and serving as the custom paint supplier to National Champion bike racer Lucas Bourgoyne. Their craftsmanship was world-class, but their digital presence was stuck in the slow lane. They were operating on reputation, and their infrastructure wasn’t built to scale.
The problem
Nick Hand, the founder of TW Carbon, faced a dilemma common to many specialized small business owners: he was too busy doing the work to sell the work.
The business was bootstrapped, running on a WordPress website that didn’t reflect the premium quality of his repairs. The site lacked basic UX best practices or a content and SEO strategy, so potential customers weren’t finding him organically.
The biggest bottleneck was the process. Nick had no system to field or manage customer inquiries. Every lead was just another email in a crowded inbox. Without a CRM or tracking system, conversations were hard to organize, and the sales cycle, already lengthy for high-end custom work, was prone to slipping through the cracks.
Nick needed to be in the workshop painting and repairing bicycle frames, not wrestling with a clunky website or digging through Gmail to find a quote from three weeks ago.
The solution
We recognized immediately that trust was the currency TW Carbon was trading in. When a cyclist crashes a $10,000 bike, their biggest fear is safety. They need to know the repair will hold up at 40 mph down a twisty mountain. The bike also has to look like a $10,000 bike again.
I reframed the brand narrative to address these fears head-on. I focused the messaging on “Safety” and “Craftsmanship,” so every page of the new site reinforced the quality and structural integrity of TW Carbon’s work, backed by strong photography of the results.
To support this strategy, we ran a complete technical overhaul:
- High-performance web development: we replaced the slow WordPress site with a fast, hand-coded one, and built a dedicated blog to show their carbon repair and custom paint work so any visitor can see the expertise firsthand.
- HubSpot integration: we implemented HubSpot and custom email automations, replacing the chaotic inbox with a structured pipeline. When a prospect reaches out, they enter a system that tracks their status, so Nick and his team can manage the sales process without confusion.
- Content and analytics: we rolled out a full content strategy to build organic reach, paired with analytics. For the first time, Nick stopped guessing where his customers were coming from and started seeing the data.
The result
The numbers moved quickly. Professionalizing the digital experience turned a local repair shop into a steady source of qualified leads.
- Visits: 1,531 sessions in August 2026 against 862 in August 2025, up 78% (GA4). Organic search visits were up 26% in the same comparison.
- Search: average Google position moved from 28.6 to 13.0 between Q2 2025 and Q2 2026, on 30% more impressions (45,558 against 35,128, Search Console).
- Rankings: the repair page went from #19 to #4 for “carbon fiber bike frame repair” and the paint page from #7 to #1 for “carbon bike frame painting” between June and August 2026, after the service pages were rebuilt around what customers search for.
- Leads: 47 quote requests in August 2026, up from 25 in June, each traced to the page it came from since the attribution fix in July.
- Performance: the new site scores 90+ on Google’s mobile test, which helps both rankings and the real user experience.
Most importantly, Nick has reclaimed his time. The new system manages the leads, so he can focus on being a craftsman while the business scales in the background.
What it proves
TW Carbon shows that you don’t need a massive team to have a massive impact, you just need the right foundation. By aligning their digital strategy with the quality of their physical work, they reached growth that was previously out of reach.
We continue to refine their site and strategy so they keep their edge.
If you are tired of your website being a digital brochure that doesn’t generate revenue, it’s time to fix the foundation.