# Specialised Roading Equipment: visible to Australian buyers too

Source: https://www.lucidmedia.co.nz/case-studies/specialised-roading-equipment/

\+ Specialised Roading Equipment

Now visible to buyers browsing the Australian market too

![Specialised Roading Equipment: visible to Australian buyers too case study](https://www.lucidmedia.co.nz/images/case-studies/specialised-roading-equipment-desktop-refresh-2026-09-14.webp)

Client

Specialised Roading Equipment

Industry

Manufacturing

Services

Web Design, SEO, Mobile Optimisation

01

## 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 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.

02

## Approach

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.

03

## What we delivered

### Web Design

- Full site rebuild
- Mobile-first layout
- Fast-loading build

### Content Structure

- Product pages
- Spec sheet downloads
- Case studies section

### SEO

- AU keyword targeting
- Hreflang setup
- Geo-targeted content

### Conversion

- Enquiry paths
- New build leads
- Parts enquiries

04

## The work

specialisedroadingequipment.com

![Specialised Roading Equipment: visible to Australian buyers too website screenshot 1](https://www.lucidmedia.co.nz/images/case-studies/specialised-roading-equipment-desktop-refresh-2026-09-14.webp)

[View the live site](https://specialisedroadingequipment.com/)

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## Want results like this for your business?

Now visible to buyers browsing the Australian market too. Tell us about your business and we will show you what we can do for you.

Free consultation & quote

Response within 24 hours

No obligation to proceed

[info@lucidmedia.co.nz](mailto:info@lucidmedia.co.nz) [+64 27 582 4369](tel:+64275824369)