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The 403 Error That's Hiding a $30M Industrial Giant
How Borroughs dominates workbench manufacturing while hiding from the web
When you visit borroughs.com, you're greeted with a single screen: 'Error 403: Access Denied.' No fancy landing page, no product catalog, just a digital wall. Yet behind this stubborn gateway lies a $29.9M industrial powerhouse that manufactures workbenches and shelving systems for giants like Boeing and Lockheed Martin.
"Their website is a 403 error. Their business is a 403% success rate in industrial manufacturing."
The Anti-Modern Digital Strategy
Borroughs operates on a radically different playbook. While competitors chase SEO rankings and social media engagement, Borroughs lets their 98 employees generate $305,000 in revenue each. Their 47% direct traffic suggests a customer base that already knows them—they don't need to be found; they need to be accessed. The 28% organic search traffic comes almost exclusively from specific queries like 'borroughs shelving' and 'leg levelers for workbench,' indicating buyers who know exactly what industrial equipment they need.
The Hidden Demand Engine
Despite the digital blackout, Borroughs captures 6,402 monthly visits with zero marketing effort. Their top keywords reveal a fascinating insight: 'what is the height of a workbench' (330 monthly searches) and 'leg levelers for workbench' (390 monthly searches) show they're solving real industrial problems. The fact that 'borroughs' itself generates 200 monthly searches proves brand recognition in a niche where most competitors struggle for visibility. This is industrial SEO at its purest—no fluff, just utility.
The leadership team—Tim Tyler (President CEO), Joe Cascio (VP Sales & Marketing), Kai Stankey (VP Operations), Ricky Johnson (VP Sales), and Zac Sweetland (EVP)—has built a fortress of reliability. In heavy industry and engineering, trust trumps traffic. Their Cloudflare implementation suggests they're protecting something valuable: proprietary designs, manufacturing processes, or perhaps just a deliberate strategy to keep the casual browsers out and the serious buyers in.
- Revenue per employee: $305,000—exceptional for manufacturing
- Direct traffic dominance (47%) indicates strong B2B relationships
- Top keywords show deep industrial expertise, not generic traffic
- 403 error acts as an unintentional filter for serious buyers only
The 403 Paradox
In an age of digital obsession, Borroughs proves that sometimes the most powerful strategy is to be selectively invisible. Their website isn't broken—it's a filter. And for $30M in industrial equipment, that's exactly the point.
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About borroughs.com
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borroughs.com uses 1 technologies across their website including Cloudflare.
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borroughs.com receives approximately 6.4K monthly visitors and ranks #2,756,140 globally. The website has a bounce rate of 56% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 1:05 on the site.
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