Peak Equipment

Challenge

Refresh Peak Equipment’s website using their existing branding, while improving SEO and usability. The client wanted their number one focus to be their equipment and making it easier to find. Their inventory would be pulled in through a feed, so working around those parameters would pose challenging for usability.

Design Solution

The customer’s main request was to redesign their website with a bold and fresh new look while presenting their heavy equipment at the forefront. This required researching their equipment models, competition, and finding a solution for tying usability to their inventory feed. The inventory feed could only be styled to match their website, but nothing further could be modified. Their new web design and build would require finding solutions to make it easier for customers to find equipment quickly.

I designed their website to match their existing branding of their logo, and made sure to create many areas on their website that would make it easy for customers to find equipment quickly. I made sure to be very strategic and conscientious of on-page SEO to improve crawl. Since finding equipment fast was important to this company, I created a mega navigation that pulled most popular brands, type, and category of equipment. The coding required a lot of strategy, knowledge of their customer behavior, and url building for their inventory feed.

Equipment First Approach

Knowing that the customer wanted an equipment-first approach, I wanted to make sure I created plenty of opportunities for the customer to access the equipment they were looking for. I provided a simplified menu with a mega menu; I emphasized booking an evaluation; and I created many opportunities for the customer to access equipment they may be looking for. I also added a larger footer navigation for a last point for consumers to find equipment. Improving SEO was very important to the customer as well, so throughout the site I attempted to use as much verbiage as possible that may get crawled by search engines.

Overview

This web design project required a lot of strategy and research of their equipment. I had to also gain some perspective of their target market and their motives. After completing the design, I was also responsible for the front-end development of it–which required a lot of url building for their inventory feed. During development, I made sure to code so that their website was usable on all screen sizes, had effective on-page SEO, and tested for responsiveness and cross-browser compatibility. You can view the final produced website at the link below.