Since 1997 they promised 'This web site is our catalog!' and then never learned HTML added after 1997. Sold Silver Recovery Systems while their own site quietly recovered nothing but dust.
pnwx.com - Pacific Northwest X-Ray Inc. · www2.pnwx.com
The Body
pnwx.com, Pacific Northwest X-Ray Inc., Gresham, Oregon, copyright line stretching "1997-2026" like a man insisting he is still 29. The flagship is the homepage itself, a table of nonbreaking spaces held together by " " and hope. The claims: "Fastest Shipping Lead Apparel," "Most Comfortable Aprons," "ACR accredited Medium MRI Phantom." The mission statement is the tell: "This web site is our catalog! No printed catalog is available." That exclamation point was radical in 1998. The product line is real and genuinely specialized: line-pair resolution phantoms, lead glass, mobile lead barriers, small animal immobilizers, silver recovery systems, X-ray grids. You sell things physicists actually need. You present them like a church bulletin board.
Cause Of Death
You built a catalog, not a store. "Search for X-Ray Products... Or select from some of our most popular" ends in a phone number, a toll-free number, and a fax number. Fax. In a 2026 copyright. That is fatal rather than quaint because your buyer is now a hospital procurement portal, a group purchasing organization, or a biomedical engineer with a corporate card and eleven minutes. They need a SKU, a price, a lead time, and a PDF spec sheet indexable by Google. You offer "Most Comfortable Aprons," an unverifiable adjective, and an invitation to call. Every competitor with Shopify and a Fluke Biomedical dealer agreement eats one product category of yours per year, quietly, starting with the highest-margin one: lead apparel.
Time Of Death
Not a crash, an erosion. The phantoms and lead glass niche holds longest because nobody else stocks a line-pair test tool. Apparel and table pads go first. Within roughly three to five years the site is doing legacy reorder traffic only, from buyers who already know the phone number, and when those buyers retire the traffic retires with them. Death certificate reads: outlived by its own inventory.
How To Cheat It
treating the homepage as the catalog. Stop shipping pages whose strongest claim is "Most Comfortable Aprons" with no model number, no attenuation rating, no price, and no way to buy without dialing a phone.
pick your single highest-margin, most defensible category, the resolution test tools and phantoms, and in seven days publish ten real product pages for it. Each page: exact model name, a spec table with line pairs per millimeter, material, dimensions, and applicable standard, one photograph, the actual price or an honest "request quote" form that captures name, organization, and quantity, plus a downloadable PDF spec sheet with the model number in the filename. Add an Add to Cart on the three that ship from stock. Title tag format: model number, then "line pair resolution test phantom," then "Pacific Northwest X-Ray." Deliverable name it out loud: "Phantoms 10." Do it in whatever cart you can stand, Shopify or WooCommerce, and leave the rest of the 1997 site untouched. This is a wedge, not a redesign. Delete the fax number from those ten pages and put a lead time in its place.
within 30 days, count quote-form submissions and cart checkouts originating on those ten pages, and check Google Search Console for impressions on queries containing your phantom model numbers. If you get five or more inbound requests from strangers who never called you, the wedge works and you widen it to lead apparel next. If you get zero, the problem is demand, not plumbing, and you have learned that for the price of a week instead of a decade.
The Post-Mortem, $49
The notice is the joke. The post-mortem is the document: eight parts across a printed report, in your inbox in about a minute. The verdict, the body, the cause and time of death, what your first screen actually says to a stranger, the three things to cut, the one fix worth making, and a week-by-week plan for the next thirty days.
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The Inquest, $149
The post-mortem above judged the one page you pasted. This judges the business. An inquest reads five pages, chosen the way a customer would find them: what you sell, who you say you are, how someone reaches you. Then it cross-examines them against each other. The gap between what your home page promises and what your pricing page admits is usually where the money is going, and it is the one thing a single-page report can never see.
Paid through PayPal. If the inquest does not arrive, contact us and it is delivered or refunded.
The Vigil, $19 a month
Every report on this site ends with a measurable signal that tells you within thirty days whether the fix worked. Nothing on the internet ever goes back and checks. This does. We re-read www2.pnwx.com every month and tell you what actually moved, and when nothing moved we say that instead, which is the only reason the good months mean anything.
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