Specialised Roading Equipment
Trans-Tasman website rebuild for Australian market expansion
The Challenge
Specialised Roading Equipment is a Hamilton-based manufacturer of bitumen sprayers and road maintenance machinery, with more than 25 years of experience and over 300 machines operating across Australasia. As the business expanded into Australia, procurement managers at civil contractors were searching for bitumen sprayer manufacturers and judging suppliers on the strength of their websites.
The goal was an online shopfront that matched the company's trans-Tasman scale rather than reading as a local NZ supplier, and that put its track record and engineering depth front and centre. It needed to speak directly to Australian buyers and load well on mobile.
Our Solution
- Rebuilt the site from the ground up with a modern, mobile-first design that loads quickly on construction-site 4G connections.
- Structured the content around the civil contractor buying journey, with product pages, downloadable spec sheets, and clear enquiry paths for new builds and parts.
- Built a case studies section showing machines in operation across New Zealand and Australia.
- Targeted Australia-specific commercial keywords on-page, using hreflang and geo-targeted content blocks to signal relevance to Australian buyers.
- Positioned the machine range, specifications, and delivered projects front and centre to communicate the engineering depth behind each build.
What We Delivered
01 Web Design 3 deliverables
- Full site rebuild
- Mobile-first layout
- Fast-loading build
02 Content Structure 3 deliverables
- Product pages
- Spec sheet downloads
- Case studies section
03 SEO 3 deliverables
- AU keyword targeting
- Hreflang setup
- Geo-targeted content
04 Conversion 3 deliverables
- Enquiry paths
- New build leads
- Parts enquiries
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 finished website
A closer look at the build
Want results like this for your business?
Trans-Tasman website rebuild for Australian market expansion for Specialised Roading Equipment. Tell us about your business and we will show you what we can do for you. Backed by our results guarantee.
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