PA Dry Ice: 20 inbound leads in the first two weeks.
A Pennsylvania dry ice manufacturer moved from a dated WordPress site to a conversion-focused website with buyer-specific paths, seven interactive tools, location pages, customer portals and a custom operating system to run the business.
A strong product with a website that held it back.
PA Dry Ice manufactures dry ice daily and serves commercial, recurring and retail customers from three Pennsylvania locations. The original WordPress/Elementor site didn't reflect that.
- Limited conversion paths — few clear routes from a visit to a request
- Weak calls to action that didn't match different buyer needs
- Inconsistent contact presentation across pages
- Underused search opportunities (products, locations, common questions)
- Customer workflows disconnected from the website
Terra's original assessment
September 18, 2026Terra's qualitative assessment of the original site — not Google performance metrics.
Built to convert, on every screen.
Current site, captured Oct 15, 2026. The original site's weaknesses are documented in the assessment above.
Every feature tied to a business problem.
Each feature was checked on the live site on October 15, 2026.
Real numbers, clearly sourced.
Two different measures and periods: the 20 inbound requests are client-reported, cover the first 14 days and came from all channels — they are not the same as the 216 organic search clicks. Search Console figures cover 15 days (Sep 30–Oct 14, 2026), or 14.4 organic clicks per day.
How Terra turned website visits into business opportunities.
- 01Search / direct / referral
- 02Relevant page
- 03Product info or interactive tool
- 04Quote or contact request
- 05Sales follow-up
- 06Potential customer
- Search-optimized pages help attract relevant buyers.
- Location pages match geographically specific needs.
- Product pages answer purchase-related questions.
- Interactive calculators move visitors from research toward a decision.
- Commercial / recurring / emergency paths match different buyer intentions.
- Clear CTAs and simple forms make requesting service easier.
- Mobile optimization reduces friction for on-the-go customers.
A transparent model, starting from real volume.
Starts from the observed 20 requests per 14 days. Every other value is a sample assumption — no actual PA Dry Ice financials are shown.
Assumptions · sample financial inputs (only the 20 requests are observed)
- Annualized inquiry run rate
- 521
- Projected inquiries
- 521
- Incremental to Terra
- 261
- Qualified leads
- 143
- New customers
- 43
- Projected incremental revenue
- $37,103
- Projected contribution profit
- $14,841
- Projected net benefit
- $4,841
- Projected ROI
- 48%
- Projected payback
- 8.1 months
Projected outcomes — not actual revenue earned
These are model projections from sample inputs. They are not PA Dry Ice's actual revenue, profit or ROI.
Beyond the Website: The Operating System Terra Built
Features confirmed by Terra as implemented for PA Dry Ice. Benefits below are expected operational benefits — time and cost savings haven't been measured yet.
- Website inquiry
- Customer record
- Order / request management
- Employee workflow
- Owner dashboard
Executive DashboardDetails
- Operational problem
- Business activity was spread across inboxes, notes and spreadsheets.
- Terra solution
- One dashboard for requests, orders and key operational information. The owner signs in and sees current activity in one place.
- Owner benefit (expected)
- Centralized information and a faster read on the business.
Customer ManagementDetails
- Operational problem
- Customer details, history and follow-ups weren't kept together.
- Terra solution
- Customer records with history and follow-ups. Each customer has one record staff can review and update.
- Owner benefit (expected)
- Organized customer information and fewer missed follow-ups.
Orders & ReorderingDetails
- Operational problem
- Repeat orders meant re-entering the same details by hand.
- Terra solution
- Order management with a reordering path for repeat customers. Past orders can be repeated instead of re-keyed.
- Owner benefit (expected)
- Less manual order entry and easier repeat business.
Employee ManagementDetails
- Operational problem
- Staff responsibilities and workflows were hard to see.
- Terra solution
- Employee area with responsibilities and workflows. Staff sign in to their own area to see and handle their work.
- Owner benefit (expected)
- Better visibility into who is doing what.
Customer PortalDetails
- Operational problem
- Customers had to call or email for routine information.
- Terra solution
- A customer portal on the live site. Customers sign in to view relevant information and manage requests.
- Owner benefit (expected)
- Fewer routine calls and faster customer responses.
Reporting & AnalyticsDetails
- Operational problem
- Demand and customer activity were hard to measure.
- Terra solution
- Reports on demand, customer activity and performance. The owner reviews reports inside the system.
- Owner benefit (expected)
- Clearer understanding of demand and performance.
Integrated Website InquiriesDetails
- Operational problem
- Website requests had to be copied into other tools by hand.
- Terra solution
- Website inquiries connected to operational workflows. Requests from the site enter the system for follow-up.
- Owner benefit (expected)
- Fewer manual handoffs between the website and the team.
Screenshots of the operating system will be added once sanitized captures (sample records only, no customer data) are available. Measured savings: none recorded yet.
What Could This Operating System Save?
Labor time only — revenue is covered by the model above, so nothing is counted twice. No measured PA Dry Ice savings are available yet.
Assumptions · sample inputs, edit to your own
Projected — not measured savings
- Annual labor savings
- $7,500
- First-year OS cost
- $5,800
- First-year net savings
- $1,700
- First-year ROI
- 29%
- Estimated payback
- 8.4 months
Assessment to results in under a month.
- Sep 18, 2026Terra's assessment of the original site
- Sep 2026Redesign, tools, location pages and portals built
- Sep 30 – Oct 14First Search Console period measured
- Next30/60/90-day updates as results are verified
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