Gurshan Singh

[email protected]

AC Cut

AC Cut, a subsidiary of the AC Group Co. is the biggest lasterjet, waterjet and CNC router products manufacturing company in the greater Toronto area. I joined them Part-Time as their Marketing and Communications Manager in October 2022. Along with several other marketing duties, the most important one for was building and maintaining their website.

Industry:

Industrial Manufacturing

Handover:

February 26, 2024

Services:

Web Design

Social Media Management

Lead Generation

Ac CUT - Website

Preview

Home Page
WaterJet Cutting Page
LaserJet Cutting
Projects Page
Services Page

The challenge

When I joined Accut, the brand had untapped potential. They had good reputation with their clients in the industry, and even supplied parts to the NASA space program. (Think about it, yes the real NASA).

While the product was strong, its digital presence was invisible—low engagement, minimal leads, and a website that didn’t convert. In a competitive market, we needed to:

  • Cut through the noise and make the brand memorable.
  • Generate high-quality leads (not just traffic).
  • Bring consistency in every brand element, online and offline. 

The solution

I led a full digital overhaul, blending creativity with data-driven strategy:

  • Launched hyper-targeted campaigns that spoke directly to our ideal clients, leveraging SEO, and organic content.
  • Rebuilt the website from scratch—fast, intuitive, and designed to guide visitors toward conversion.
  • Transformed social media from a ghost town to a thriving hub, tripling followers while boosting engagement (not just vanity metrics).
  • Elevated the CEO’s LinkedIn presence, positioning them as a go-to expert—which opened doors to partnerships and inbound opportunities.

The Result

  • 400% surge in brand awareness—we didn’t just show up; we dominated conversations.
  • $1M+ in sales from just 250 high-intent leads from the new website alone (proof that quality beats quantity).
  • 350% growth in social followers—with engagement rates competitors envied.
  • The branding became identifiable and stood out from competitors.

The Learning

Growth isn’t about chasing trends—it’s about strategic storytelling.

Even a dry industry like metal manufacturing can be marketed in a way that it builds an online presence.

By aligning every piece of content, campaign, and interaction with Accut’s core mission, we turned a quiet brand into a revenue-driving powerhouse.

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