Engineering & Industrial
Banner Plant
A new site, plus SEO content written across a very big plant hire range.
The
Challenge
Banner Plant are a plant, tool and equipment hire company supplying contractors, tradespeople and businesses across a very wide range of industries. Decades in the trade and a hire fleet to match, but a website that did not show either.
The old site made a large catalogue hard work. If a customer could not find the right machine in a couple of clicks they rang a competitor instead, and the range itself was the thing that should have been winning the job.
The brief was to replace it with something faster and clearer, and to write the content properly across the whole hire range rather than leaving category pages as a list of names.
Key challenges
A site that undersold the business
Decades of experience and a large hire fleet, presented on a website that looked like neither.
A very large hire range
Plant, tools and equipment across dozens of categories, all needing to be findable without a hunt.
Thin category content
Pages existed for most of the range but said almost nothing, so they ranked for almost nothing.
Navigation across devices
Hire decisions get made on a phone, on site. The old structure did not survive the move to a small screen.
Our
Approach
Three workstreams, run together: a new site, a content programme across the full hire range, and a structure that made the range navigable.
We wrote search-led copy for every equipment category rather than filling pages for the sake of it, and organised the catalogue so a customer lands on the machine they want rather than a hub two levels above it.
The approach
A new website
Built from scratch to carry the scale of the hire fleet and load quickly on a phone with one bar of signal.
Content across the range
Written and structured for every plant, tool and equipment category, so each one earns its own search traffic.
Search foundations
Category and service pages targeted at the terms people actually use when they are hiring, not the terms the industry uses internally.
Finding the right machine
A structure that gets a customer from the home page to a specific piece of kit without a detour.
The
Results
Banner Plant now have a site that matches the size of the business, a hire range that is genuinely browsable, and category pages with enough substance to rank.
The platform is built to grow. New equipment, new services and new locations go in without a developer.
Outcomes
A site that fits the business
The scale of the fleet and the length of the track record are both obvious within a few seconds.
A browsable hire range
Customers get to the machine they need quickly, on desktop or on site.
Content that can rank
Every category carries real copy aimed at real hire searches, rather than a product name and a photo.
Specialist services visible
Services that were buried in the old structure now have their own place in the navigation.
Room to grow
New kit and new services get added by the team, without waiting on us.
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