Specialised Roading Equipment: visible to Australian buyers too

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 New Zealand 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.

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.