Specialised Roading Equipment
Website rebuild for Australian market expansion
25+
Pages Built
100%
Mobile Friendly
SEO
Optimised
The Challenge
Specialised Roading Equipment is a Hamilton-based manufacturer of bitumen sprayers and road maintenance machinery with 25+ years experience and more than 300 machines operating across Australasia.
Their existing website was dated, slow on mobile, and positioned them as a local NZ supplier rather than the trans-Tasman manufacturer they had become. As they pushed into the Australian market, procurement managers at civil contractors were Googling 'bitumen sprayer manufacturer Australia' and landing on competitors with slicker sites.
The old site buried their track record, had no case studies, and failed to communicate the engineering depth behind each build.
Our Solution
We rebuilt the site from the ground up with a modern, mobile-first design that loads fast on construction-site 4G connections and puts their machine range, specs, and delivered projects front and centre.
We structured the content around the buying journey for civil contractors: product pages with downloadable spec sheets, a case studies section showing machines in operation across NZ and Australia, and clear enquiry paths for both new builds and parts. On-page SEO targeted AU-specific commercial keywords, with hreflang and geo-targeted content blocks to signal relevance to Australian buyers.
The result is a credible, conversion-ready shopfront for a 25-year-old manufacturing business.
Our Web Design Process
A proven methodology that delivered results
Discovery & Strategy
We started with understanding your business goals, target audience, and competitive landscape to inform the design direction.
UX/UI Design
We created a user-centred design focused on conversions, with intuitive navigation and compelling visual hierarchy.
Development & Build
We built a fast, responsive, SEO-friendly website using modern technologies and best practices for performance.
Launch & Optimisation
After rigorous testing, we launched and monitored performance, making data-driven optimisations to maximise results.
Our SEO Process
The step-by-step approach behind the outcomes
Keyword Research
We identified high-value keywords targeting your ideal customers, analysing search intent and competition to build a strategic keyword roadmap.
Technical SEO Audit
We conducted a comprehensive technical audit covering site speed, crawlability, indexation, and Core Web Vitals to ensure a solid foundation.
On-Page Optimisation
We optimised meta titles, descriptions, headings, and content structure to align with target keywords and improve search visibility.
Link Building Strategy
We developed a strategic link building campaign to increase domain authority and improve rankings through quality backlinks.
The Results
Here's what we achieved for Specialised Roading Equipment
25+
Pages Built
100%
Mobile Friendly
SEO
Optimised
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