The solution for Australia’s leading forklift and access equipment distributor was to create a site that highlighted their many business arms, locations and offerings whilst really positioning them for success from a digital marketing perspective.
We prioritised User Experience (UX) by creating an easy-to-use website with a mega menu for simplistic navigation and to entice users to enquire about the products. At the forefront of the design process was the goal to showcase the high quality and functionality of all machines. The site uses All Lifts brand colours of orange, black, greys and whites with bold fonts, clean lines and easy shapes to communicate to their largely male target audience. Through various simple call to actions (CTAs) we can ensure that users are guided through the hire, buy or servicing pages with ease.
Secondary to the user experience was to highlight the strong family orientated, friendly and great customer service that All Lift has to offer. We achieved this by using a website specific video and photo shoot to encompass the physical aspect of their brand through digital means. The website showcases a hero video on the homepage and photography throughout.
The individual pages highlighting the difference between hiring or buying a machine meant we were able to focus specifically on different SEO goals and content. Each product has a dedicated product listing with the ability to have multiple images, videos, PDF specification sheet downloads and quick form submission which automatically populates what machine you are enquiring about. These machines are housed through the four different top tier filtering, with the ability to also sort by machine type, new or used and brands.
The design and development of this project was highly intertwined due to the complexity of how the backend needed to function while offering everything from a customer point of view. We were able to implement various enhancements using subtle animations, mega menu and hamburger menu to neatly structure the website. The website showcases similar products automatically based on what the user is searching for and allows for featured products on pages which receive the most traffic.
The website has subtle touches of technical ‘wow’ that are virtually invisible to the user. Firstly, the phone number on site changes depending on the location of the user's IP address and displays the relevant All Lift state phone number automatically. Again, in terms of customer enquiries, we implemented separate forms for each page, with custom submission calls that would push relevant enquiries to the relevant state team. For example the operator page has a specific form compared to training, each of these forms then has three different submissions that auto pushes to the relevant state sales team.
Another feature we included for the All Lift team was the ability to point users to the Customer Details Form which they could fill in and sign online, where a PDF would then automatically send to their admin team. Eliminating about three steps in their sales process from sending, printing and scanning back the old form! These features allow the All Lift sales team to decrease their work time on admin tasks internally which is a huge positive.
As part of their ongoing digital marketing work we ensured there was a seamless integration into their MailChimp database for newsletter subscribers to continue to grow their email conversions. Dynamic landing pages were implemented which included video, images, FAQs, testimonials and 3D virtual inspections of their machines. These landing pages added an extra ability in selling their machinery before the user was able to physically inspect them.
There was a heavy component in rewriting all on-site copy for the All Lift website in order to continue to grow their organic presence. With over 180 machines and various other pages this was a huge task which essentially could have meant success or failure for this project. Off the back of the content rewrite was implementing over 400 redirects to ensure users from the old website could land on the appropriate link for the new website. All of this came down to the technical structure of the website and the look to continue their growth into the future.
All Lift Forklifts & Access Equipment were delivered a website that created a streamlined User Experience, highlighting many different business needs, ensuring that a customer could enquire with the click of a button.