Industrial · Web + SEO
An industrial catalogue, rebuilt so buyers can find it
An Oakville crane and forklift manufacturer with a catalogue nobody could find, rebuilt around how buyers actually search: by model.
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The problem
High Reach has served Ontario since 1982, renting and selling Broderson carry deck cranes and Versa-Lift rigging forklifts, and building its own ORION high-capacity machines in Oakville. Serious equipment with serious buyers.
The difficulty was that industrial buyers search by model, not by category. Nobody types "forklift company". They type "versa lift 40/60" or "orion 40k", because they already know what they need. A site organised around the company rather than the catalogue is invisible to every one of those searches.
The site also had no depth. A handful of pages covering an equipment range that runs to dozens of machines, each with its own specifications and its own buyers looking for it by name.
What we built
A site structured the way buyers search, with a page for every machine and every model line, then fifteen months of steady SEO work on top.
A page per model line
Separate pages for each Versa-Lift capacity and each ORION machine, so a buyer searching a specific model finds that model rather than a category page.
Rent, buy and service split out
Three different intents, three different paths, rather than one page trying to serve all of them.
Brand pages
Dedicated sections for Broderson, Versa-Lift and ORION, which is how the trade refers to them.
Fifteen months of SEO
Continuous keyword work, new pages as the range expanded, and monthly reporting. This is not a launch-and-leave project.
The new site is easy to navigate, mobile-friendly, and clearly showcases our cranes, forklifts, and heavy lifting services across Ontario. Communication was clear throughout the process, timelines were met, and the final result exceeded our expectations.
Model pages do the work
The equipment pages are not supporting content. They are the business. Each one ranks for the model it covers, which is exactly how these buyers search.
Want the same for your business?
On a free 30-minute call, we'll tell you what we'd change first.
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