Case Study Overview

Overhead & Heavy Lifting Equipment

Equipment unit prices are high (ranging from $50,000 to $2 million USD). Customers are typically construction companies, manufacturing plants, logistics warehouses, or project contractors. The decision-making process is lengthy, involving technical selection, safety assessments, after-sales service, and multiple stakeholders. Customers conduct thorough research via Google searches, industry exhibitions, and B2B platforms, placing high value on technical authority and detailed content.

Key Results

The client’s original website was a basic template site with outdated content and virtually no organic traffic or inquiries. After a complete overhaul into a multilingual independent website, combined with SEO and content strategy, the following results were achieved over 12 months:

Website Performance: Lighthouse scores improved from an average of 92 through high-performance architecture, optimized images, code, and server response times.

Website Traffic: Monthly traffic grew from under 50 visitors to over 3,000+ within 12 months, primarily from Google Search and direct visits.

Website Inquiries: The first qualified inquiry was received in month 8. By month 12, the average reached 15+ inquiries per month from regions including Southeast Asia, the Middle East, and South America.

Website Orders: An USD $180,000 order for an overhead crane was closed in month 10. A USD $320,000 order for a gantry crane was secured in month 13 from a Middle Eastern construction company, with further projects under discussion.

Project Background

The client, a long-standing manufacturer of lifting equipment, relied primarily on offline exhibitions and repeat customers, with almost no online presence. Their existing website was an outdated template site with poor SEO and outdated content, failing to attract target clients. The owner was eager to expand overseas but was concerned about high costs and low returns. A previous attempt at Google Ads was abandoned due to high cost and poor conversion rates.

After in-depth discussions, it was clear the company had strong products and technical expertise but lacked online credibility and a coherent content strategy. The decision was made to completely rebuild the website as a technical-content-focused multilingual site to enhance professional branding and search engine visibility.

Our Approach

Competitor Analysis: Conducted an in-depth analysis of 10+ competitors from key markets (Europe, USA, India, Türkiye) to identify best practices in content structure, keyword strategy, and product presentation.

Keyword Strategy: Utilized Google Keyword Planner to analyze search volume, competition, and user intent for core terms like “overhead crane,” “gantry crane,” “bridge crane,” and related long-tail keywords to develop a comprehensive coverage plan.

Content Architecture: Designed a clear website structure and content system based on product types, applications, technical specifications, and installation case studies, ensuring each page had a targeted theme and keywords.

Content & Operations Guidance: Advised the client on consistently publishing technical articles, customer case studies, and industry news. Monitored traffic and conversions using GA and GSC to optimize page performance continuously.

Client Testimonial

I used to think a website was just a digital business card. I never expected that through this upgrade, it would actually bring us real customers and orders. Although the first few months were quiet, we now receive inquiries almost every month. The lead quality is excellent, saving us a lot of wasted communication time and making the entire conversion process much more efficient.
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