In an industry built on steel and diesel, Chadwick-Baross.com represents a fascinating digital experiment: a $40M revenue equipment dealer where only 28% of traffic comes from organic search. This isn't a tech-first disruptor—it's a legacy player navigating the brutal transition from yellow pages to Google.

"They're selling excavators, not SaaS—yet their digital footprint suggests they're still building their foundation in the online world."

The tech stack tells a story of pragmatic conservatism. They're using Tailwind CSS and Slick slider—modern enough to function, but not optimized for aggressive SEO or conversion. No fancy React or Vue, no sophisticated marketing automation. This is a website built to serve existing customers, not to acquire new ones at scale. For a company generating $40M annually, the digital channel appears to be an afterthought rather than a growth engine.

• 9 physical locations vs. minimal digital footprint—classic legacy transition challenge
• Strong brand recognition in niche (Takeuchi equipment) but weak discovery for new customers
• Direct traffic dominance signals loyal B2B relationships that bypass digital entirely
• Tech stack suggests digital is a cost center, not a profit driver