How Federal Steel Tripled Engagement With Lead Forensics Chat

About Federal Steel

Federal Steel Supply is a leading provider of steel pipe products, serving a wide range of industrial customers across the U.S. With a high-traffic website and a sales team focused on managing complex orders, the company relies heavily on fast, accurate communication with prospects.

Caleb Hubert, Marketing Analyst, supports both the sales and marketing functions - ensuring the business captures every opportunity that comes through their website.

The Challenge

Before Lead Forensics Chat, Federal Steel operated with a live-chat-only setup. If a visitor tried to connect outside standard business hours, no one was available - meaning high-intent buyers simply went unanswered.

“We had many times, especially outside working hours, that someone tried to chat with our salespeople, but no one was available,” Caleb shared. “There was really nobody to help them at that time.”

Two additional challenges made the situation even more difficult:

Lost leads from incomplete forms: When no agent was present, only one in every five or six visitors filled out a form - leaving the majority of potential opportunities on the table.

Irrelevant inquiries distracting the sales team: Freight-related and non-sales messages frequently made it through, pulling sales reps away from meaningful conversations.

The team needed a solution that could deliver real-time engagement, filter out low-value inquiries, and ensure every serious buyer received a fast, helpful response.

Our Solution

Federal Steel Supply implemented Lead Forensics Chat, the fully managed conversational lead generation solution that turns website visitors into qualified conversations 24/7.

Instead of relying on their team to build and manage chat journeys, Lead Forensics handled everything - from setup to optimisation. “Having you all build the chat for us, instead of us having to go in and put in all of those fields, was a really big plus for us,” Caleb noted.

Key benefits included:

24/7 automated conversation handling, capturing inquiries outside working hours that were previously missed.

Stricter filtering, significantly reducing freight-related or irrelevant messages.

Professionally designed chat journeys that guide buyers toward the right products before they reach sales.

Consistent support and partnership, with fast responses and ongoing monthly optimisation meetings.

Anytime Caleb reached out with questions or requests, “I’ve gotten a very quick response back,” he said. “Communication’s been great.”

The Result

With Lead Forensics Chat in place, Federal Steel Supply quickly saw a measurable shift in lead volume, efficiency, and sales outcomes.

Higher Quality Leads & More Form Fills

Where previously only 1 in 5–6 visitors completed a form when live chat was unavailable, the team now sees two to three form fills per day - more than double what they captured before. Visitors now arrive to the sales team better informed, thanks to guided chat flows that capture intent and clarify needs before the conversation reaches a rep.

Reduced Noise for Sales

Irrelevant freight-related inquiries dropped significantly, giving the sales team more time to focus on real opportunities. “Lead Forensics Chat has really helped with knocking down that amount,” Caleb explained. “It’s a lot better than it was.”

Real Revenue Impact

More conversations and better qualification led to meaningful deals. Federal Steel has already closed:

One major order worth $30,000–$40,000

Multiple smaller orders and high-value quotes still in progress

“With more form fills - even though not all of them will turn into orders - by having a higher quantity, we’re getting more orders,” Caleb said.