BIGCOMMERCE CASE STUDY
Rebuilding the Engine: A Modern Ecommerce Transformation for Real Deal Steel
RealDealSteel.com: A trusted name in automotive restoration, specializing in high-quality steel bodies and components for classic cars and trucks.
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Their Story: Real Deal Steel
Since 2011, Real Deal Steel has been the go-to source for high-quality steel bodies and parts for classic cars and trucks. Proudly built for enthusiasts, by enthusiasts, their products are crafted from real steel and assembled in the USA with a focus on precision, durability, and authenticity.
Whether you're restoring a vintage vehicle or building a custom ride, Real Deal Steel’s expertly engineered components provide the perfect foundation for your next project.
Project Overview
BigCommerce Services
General Services
- Legacy Platform Migration
- Custom BigCommerce Theme Design
- Custom BigCommerce Theme Development
SEO & Technical Improvements
- SEO Preservation Strategy During Migration
- URL Structure Cleanup & Indexation Fixes
- Image & Asset Optimization
- Category & Product Structure Optimization
Performance & Growth
- Responsive, Mobile-Optimized Experience
- Speed & Performance Enhancements
- Feedonomics Integration
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The Challenge: Modernizing a Legacy Platform Without Losing SEO Performance
Just like restoring a classic car, rebuilding an ecommerce experience requires the right foundation, tools, and expertise.
Real Deal Steel came to IntuitSolutions with an established online presence, a large catalog of automotive parts, and strong SEO visibility they wanted to preserve—all while modernizing their platform and improving performance.
To support this next phase of growth, the project focused on:
- Transitioning from a legacy platform to a more flexible, scalable solution
- Preserving existing SEO rankings and organic traffic during migration
- Improving technical SEO structure and site indexation
- Supporting both retail customers and dealer accounts
- Enhancing UX while maintaining familiarity for long-time customers
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The Solution: A Strategic BigCommerce Migration Built for Performance
We partnered with Real Deal Steel to deliver a full-scale ecommerce transformation on BigCommerce, combining custom design, robust development, and a highly controlled migration process tailored to the needs of an automotive ecommerce store.
The project included:
- Responsive development using the BigCommerce Stencil framework
- Full migration of product catalog, customer data, and SEO metadata
- Strategic SEO improvements for automotive and aftermarket search visibility
- Creation of thousands of 301 redirects to preserve rankings for vehicle-specific and part-specific queries
- Performance optimization and UX enhancements for large product catalogs
"The crew at IntuitSolutions are by far the best at what they do. They also take their time to make sure everything is right an go out of their way to make sure you are happy with the end result."
Joe Meister - RealDealSteel.com
The Process
BigCommerce Migration
Discovery & Design
A creative and collaborative process to produce a design tailored to fit their existing company branding.
Development
Best-in-class custom BigCommerce theme development, custom systems integrations, and third-party app integrations.
Launch & Support
A coordinated launch to complete the redesign process, followed up with post launch audits and ongoing support.
A Closer Look
BigCommerce Customizations & Enhancements
Some highlights of the unique solutions implemented for RealDealSteel.com
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BigCommerce UX Enhancement
Optimized Site Architecture for Parts Discovery
We refined category and product structure to improve navigation across vehicle models, part types, and restoration components. This allows customers to more easily find the exact parts they need, reducing friction and improving overall usability across a large automotive catalog.
Large-Scale Automotive Product Catalog Migration
The project included migration of thousands of automotive parts, steel body components, and product data, including categories, SKUs, and metadata. The process was carefully managed to ensure data accuracy, consistency, and a seamless transition without disrupting the customer experience.
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Feedonomics Integration for Product Syndication
The site now has an integration with Feedonomics to distribute automotive product data across search and shopping channels. This expands visibility, improves product discoverability, and supports ongoing growth through external marketing channels.
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BigCommerce UX Enhancement
Ongoing Optimization & Performance Enhancements
Post-launch, IntuitSolutions provides ongoing optimization and support to improve site speed, refine technical SEO, and enhance UX. These continuous updates help ensure long-term performance, scalability, and visibility in search.
Launch
The Results: An Automotive Ecommerce Experience Built for Growth
After their migration to BigCommerce, RealDealSteel.com is now better equipped to support organic search visibility, improved performance, and a more intuitive browsing experience across a large automotive parts catalog.
With a modern ecommerce platform in place and ongoing optimization efforts, Real Deal Steel is positioned to continue refining their automotive ecommerce experience while supporting long-term growth.