As a dedicated provider of diesel products and parts for vehicles, Rochester Diesel offers the region diesel injectors, turbos, nozzle honing services and more. The diesel service business established a solid customer base in the Rochester area; however, the company intended to overhaul their website in order to improve its e-commerce capabilities and Rochester Diesel’s online presence.

In addition to a website redesign, Rochester Diesel sought out our help for tracking analytics, coding the product pages, improving upon SEO efforts, and quality assurance testing once the site had been developed.


Discovery Phase

When our team began working with Rochester Diesel, the company’s name was Rochester Fuel Injection and their URL was rochesterfuel.com. One of the first steps that needed to be taken was an overall SEO test of the website. Once the SEO audit had been completed, both parties agreed that in order to gain a more expansive reach, a rebranding and renaming would be an effective route.

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A few issues the initial SEO audit uncovered included a traffic score of 29 (out of 100), and a speed score of 78. To put that into perspective, one of Rochester Diesel’s main competitors was receiving traffic scores of 39 and speed scores of 80. While Diesel wasn’t too far behind, they still needed to make up some ground to rank above a few competitors.

  • In addition to rebranding, Rochester Diesel had a handful of goals for their website redesign, including:
  • Building up awareness of their brand through digital platforms
  • Implementing sleek and simple features to improve the user experience
  • Communicating the quality of parts and services that are offered
  • Increasing conversions with effective calls-to-action
    Appealing to the target audience

Rochester Diesel requested that their new website have professional, yet masculine aesthetic, since men made up the majority of their targeted audience. Diesel also let our team know that they did not wish to keep any elements from their old site and wanted to ditch the blue color scheme. 

Now with an idea of where Rochester Diesel was at, and the vision they had for their future, the CWS team got to work.



Building Phase

The CWS in-house team of programmers started the Rochester Diesel website project off by incorporating coding for the multiple pages that display Diesel’s products. The initial shell of rochesterdiesel.com was small in order for the folks at Diesel to easily approve or adjust elements of the e-commerce features to their liking. A category search component was added to the sidebar of each product page for easy searching.


Content that needed to be transferred from Diesel’s old site consisted of product images and descriptions, as well as services that are offered. Since Rochester Diesel was not going to integrate a blog into their content strategy, SEO opportunities needed to be taken advantage of elsewhere. After some keyword research in the diesel industry, our content team was able to fully optimize product descriptions along with meta titles and descriptions.


Rochester Diesel wanted to make certain that there were active calls-to-action directing the visitors to contact them. We found a sufficient way of implementing these CTAs was to have a constant contact form at the bottom of each page.

An optimized, responsive mobile version of rochesterdiesel.com also had to be built. The mobile site is complete with operative calls-to-action and e-commerce capabilities - just like the desktop version. A responsive mobile website is essential for any business to have today due to the 60 percent of adults who use their phone or tablet to search local business listings.



The combined efforts of Rochester Diesel and the CWS team yielded the following results:


Increase in page views


Increase in average session duration


Improvement of bounce rate


increase in organic sessions

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