One Brand, One Fast Site for a Century-Old Steel Supplier

Folding Alameda Pipe into Lakewood and Making the Site Fast on Phones

Background

Lakewood Pipe & Fabrication has supplied Southern California with pipe, fittings, structural steel and prefabricated items since 1919, from government contractors to do-it-yourselfers. It cuts, threads, welds, punches and roll-grooves pipe, and keeps an office in Fontana and a yard in Chowchilla.

In October 2026 its sister company, Alameda Pipe, folded into the Lakewood brand. Two websites had to become one without losing the people who still looked for Alameda.

Approach

We turned alamedapipe.com into a clear handoff page that sends its visitors to Lakewood, and took Alameda out of the group's structured data so search engines see one company. Then we brought lakewoodpipe.com up to our build standard: leftover template code out, accessibility to a perfect score, and a page that paints fast on a phone.

Execution

Project highlights include:

• alamedapipe.com retired into a handoff page that points to Lakewood
• Both locations, the Fontana office and the Chowchilla yard, on the page and in structured data
• Organization and LocalBusiness structured data, an llms.txt file and a branded 404 page
• Every trace of the starter template removed, and unused styles cut from 450 to 4
• An axe accessibility score of 100, with page landmarks, a single H1 and a skip link
• Web fonts cut from 275 KB to 40 KB with no visible change
• A lighter hero video and hero text that shows on the first paint
• Google Analytics through Google Tag Manager, and Search Console

Outcome

In one day, Lakewood's phone PageSpeed performance score went from the high 70s to the high 90s (98, 98 and 97 in three runs), and the main content now appears in about 2.3 seconds instead of about 5. Visitors still looking for Alameda Pipe land on a page that tells them where to go.