Concept, design & build.
What was wrong
Crane hire is sold nationally and delivered locally, and the two halves do not meet. A national brand will quote anything; the operator who knows your verge has no reach past his own suburb. I wanted to find out whether one site could hold both — a single enquiry, seventeen locally owned operators, and no bidding pool where three firms undercut each other on a job none of them have seen.
What I built
The whole argument is one line: the crane is easy, knowing your street is not. Eight services, six industries and seventeen markets compose into eighty-nine indexable pages from typed data, each carrying its own local number instead of a central call centre, and the site is written for four readers at once — site managers, estimators, procurement and plant operations. Nothing is asserted that a real operator has not confirmed: no invented fleet records, client logos or accreditations. Where a fact is missing the design shows the gap rather than filling it.
Where it landed
Built and published as what it is: an unsolicited concept, declared in the bar of every page. It is the piece in this collection with no client behind it, which is exactly why it was worth building.
- indexable pages
- 89
- markets
- 17
- clients briefed it
- 0
Built with Next.js, React 19, TypeScript, Static, Vercel.
