Twisting Steel is an Edmonton-based motorcycle repair shop specializing in vintage and off-warranty machines. With a strong focus on honest work, practical solutions, and deep mechanical knowledge, the business needed a brand and website that reflected its unique position in the market.
We worked with Twisting Steel to rebuild their brand from the ground up and establish their first true online presence. The goal was to create a clear, trustworthy identity and a website that not only attracts the right riders, but supports long-term visibility and growth.
Branding Services
Web Services
Twisting Steel had no website and relied entirely on a Facebook page, limiting their visibility and making it difficult for potential customers to find or evaluate their services. Their existing brand had been created internally and lacked the clarity and presence needed to stand out in a competitive market.
Beyond visibility, there was also a positioning challenge. Without clear messaging, the business risked being perceived as just another general repair shop, rather than a specialist in vintage and off-warranty motorcycles. This made it harder to attract the right type of customer — riders looking for experience, problem-solving, and honest service.
We started by redefining the brand to better reflect Twisting Steel’s identity and strengths. The goal was to create something that felt authentic to the shop — grounded, trustworthy, and slightly rugged — while still being clear and professional. This new direction laid the foundation for everything that followed.
From there, we built the website with a strong focus on structure, clarity, and SEO. Instead of overcomplicating the site with too many pages, we organized services into clear, well-defined sections that make it easy for riders to understand what the shop offers and when it’s the right fit. Content was written to speak directly to customers looking for reliable, no-nonsense service, with an emphasis on diagnostics, real-world solutions, and transparency.
To support decision-making, we integrated detailed FAQ sections and ensured key information was easy to find throughout the site. The structure is designed to guide users naturally, helping them quickly understand Twisting Steel’s expertise and feel confident reaching out.
The final result is a brand and website that position Twisting Steel as a clear specialist within the Edmonton market. The business now has a strong, recognizable identity and a website that communicates its value effectively while supporting both visibility and conversion.
From an SEO standpoint, the site is already performing at a high level. Twisting Steel ranks among the top-performing websites for the keywords being tracked, with visibility levels over 5× higher than the average across competing websites. This demonstrates that the structure and strategy behind the site are delivering real traction.
Since launching the website, the business has seen a measurable impact, including a 15% increase in revenue within the first year. While multiple factors contribute to growth, the new brand and website have provided a stronger foundation for attracting the right customers and supporting continued expansion.
We’ll walk through where your brand and website stand today, what’s holding it back, and what it needs to properly support your business moving forward.
