NTL Precision Machining has been a real relationship since the very beginning — Henry and Alex Ngo were among the first people we ever built a website for, back in the early 2000s. Their site has stayed essentially the same since then. We audited it the same way we'd audit any prospective client, then built a redesign concept on spec: same logo, same content, same color identity — rebuilt on a modern foundation.
What the original site got right
Before getting to what changed, it's worth saying what didn't need to: NTL's content was never the problem. ISO 9001:2015 certification, clear service descriptions, named direct contacts instead of a generic inbox — the bones of a trustworthy machine shop site were already there. The issues were almost entirely structural: things a visitor might never consciously notice, but that quietly cost the business search visibility.
What the audit found
A homepage title tag that just says "NTL"
No company name, no location, no service — just three letters, in the one place Google shows searchers before they ever click.
The same meta description, copy-pasted across three pages
Capabilities, Quality Assurance, and the Terms page all carried the identical ISO 9001 quote as their search description — a duplicate-content signal working against all three.
Dead social links, split domain authority, legacy URLs
Footer icons linking to nowhere, the same content indexed under both www and non-www, and a CMS still routing through unencoded query strings from an earlier era of the web.
Side by side
ntlprecision.com
- Homepage title: "NTL"
- Duplicate meta description on 3 pages
- Query-string URLs (cms.php?mlink=...)
- Dead Facebook & Twitter links
- No structured data
- Static header image only
Redesign concept
- Title tag built around company, service, location
- Unique description per page
- Single-page anchor structure, clean links
- Footer links removed until real profiles exist
- Full-bleed CNC video hero, same logo and palette
- Direct contacts (Henry & Alex) kept front and center
What we deliberately didn't change
The logo stayed exactly as it is. The content — the ISO certification language, the five core services, the address and direct contacts — came straight from the live site, not rewritten from scratch. The color identity was refined, not replaced. This wasn't a rebrand. It was the same business, rebuilt on a foundation that doesn't quietly cost it search visibility.
Live confirmation
Once the redesign concept was published, we ran mobile PageSpeed checks against both the original live site and the new page for a direct, apples-to-apples comparison:
| Metric | ntlprecision.com (before) | Redesign (after) |
|---|---|---|
| Performance | 96 | 100 |
| Accessibility | 54 | 96 |
| Best Practices | 92 | 96 |
| SEO | 91 | 100 |
The honest surprise here is Performance: the original site was already fast (96), so a dated design doesn't automatically mean a slow one. The real gap was Accessibility, 54 to 96 — the number behind the audit's qualitative findings (missing structured data, image-only "more" buttons, broken footer links) actually showing up as a measurable score, not just a directional claim.
Performance still landing at 100 on the new page matters for a different reason: it's carrying a full-bleed video hero, the same kind of element that dragged an earlier ZenMasterWorks build down to Performance 83 before we learned to preconnect to the video's CDN, shrink the poster image, and load the video as metadata-only up front. That checklist was built into this page from the first draft, not bolted on after a failing scan.
Accessibility and Best Practices on the new page (96 each) haven't been diagnosed against the report's specific line items yet — that's a follow-up pass, not a finished story.
See the redesign concept →