Website, B2B SEO
Lift&Carry: a B2B website for forklift sales, hire and servicing
Forklift buyers are businesses that compare for a long time: diesel, gas or electric, buying or hiring, service costs and parts availability. The website has to answer those questions up front and show what is in stock right now.
In short
Lift and Carry: forklift sales, hire and servicing on one site
Lift and Carry (Lift&Carry) sells, hires out and services forklifts and sells spare parts. Its customers are businesses that spend a long time comparing models and terms, so the Lift and Carry website has to answer their questions before the first conversation with a salesperson.
13
expert articles and model pages
4
lines of business: sales, hire, servicing, parts
B2B
business enquiries
Project background
About the client and the market
A forklift is not an impulse buy. A business compares power source, load capacity and lift height, buying versus hiring, servicing costs and parts availability, and that often takes weeks. During that time, the decision is made by people who don’t know every technical detail and want a clear explanation.
For many businesses, subsidies are decisive too: there are grant schemes for buying equipment that can cover part of the investment. Whoever explains that wins a customer who is already halfway to a decision.
That is why the Lift&Carry site was built as a salesperson that answers all those questions before the first call.
The challenge
What needed solving
- Four lines of business with different customers: sales, hire, servicing and parts.
- A long decision process in which customers look for comparisons and advice.
- Changing stock that needs to be visible.
- Subsidies that customers actively look for.
The solution
What we did
We built a site with separate pages for forklifts, pallet trucks, spare parts and servicing, a page for current stock and offers, and a page about subsidies for buying equipment. The blog holds buying guides and pages for individual Lonking models.
- Pages for forklifts, pallet trucks, parts and servicing
- Current stock, “coming soon” and offers
- A page on subsidies and grant schemes
- Guides: choosing a forklift, hiring or buying, diesel, LPG or electric
- Pages for individual models (Lonking)
- SEO for B2B searches
In detail
How the solution is set up
Four lines of business
Separate pages for forklift sales, hire and servicing, for manual and electric pallet trucks and for spare parts. Each one leads to an enquiry for that line of business.
Stock and offers
The current stock and “coming soon” page shows what is available right away. A business that needs a forklift tomorrow won’t wait for delivery from the factory.
Subsidies
A dedicated page explains subsidies and grant schemes for buying equipment, which for many businesses is decisive.
Guides for B2B buyers
Guides to choosing a forklift, hiring or buying and choosing a power source, alongside pages for individual Lonking models. 13 expert pages in total.
Process
How we worked, step by step
- Customer questions. We listed the questions businesses ask before buying or hiring.
- Structure by line of business. We built a page for each line of business with its own enquiry form.
- Stock and offers. We set up pages showing what is available right away.
- Guides and models. We wrote guides and model pages with tables and comparisons.
- Subsidies. We added a page with information on equipment grant schemes.
SEO · AEO · GEO
Visibility in Google and AI search
B2B buyers increasingly ask AI tools questions like “diesel or electric forklift for a warehouse”. Guides with clear comparisons and tables are the format those tools cite, with a link to the offer.
Model pages with technical data (load capacity, lift height, power source) give Google and AI tools accurate, verifiable information.
Where it stands today
What is on the site today
What the site holds today:
- Pages for four lines of business
- Stock, offers and subsidies
- 13 expert articles and model pages
We don’t publish enquiry figures without the client’s consent.
Lessons
What you can apply to your own project
- A B2B site should answer the questions buyers ask for weeks before they call.
- Showing stock shortens the decision.
- Information on subsidies is content buyers actively look for.
- Every line of business needs its own page and its own enquiry form.
Who this approach is for
Who this approach suits
A B2B site that answers questions before the call works for any business whose customers compare for a long time: machinery, equipment, vehicles, industrial materials. The more expensive the decision, the more important it is for the site to act as an adviser, not just a catalogue.
- Sellers and hire companies for machinery and equipment
- Businesses with several lines: sales, hire, servicing, parts
- Businesses whose customers use subsidies and grant schemes
- Distributors with fast-changing stock
Technology
- WordPress
Related services
Services used in this project
FAQ
Questions about the Lift&Carry project
Yes. B2B buyers search precisely, and enquiries from organic search are often the best quality.
Forklift sales, hire and servicing, pallet trucks, spare parts, stock, offers and information on subsidies.
Many businesses only decide on a purchase once they know whether they can get a subsidy.
They answer questions before the purchase and lead to an enquiry about a specific model or service.
Key lessons
What Lift and Carry shows about B2B websites
In B2B buying, the decision is rarely made by one person. The owner, the warehouse manager and accounts look at different things: power source and load capacity, the cost of hiring or buying, availability of servicing. That is why the Lift and Carry site has pages for each of its four lines of business and articles that explain the differences in plain language.
What turned out to matter most
- Expert articles for pre-purchase searches. Questions such as “diesel or electric forklift” bring in buyers who are still choosing, so Lift and Carry joins the conversation earlier than its competitors.
- Stock in plain sight. A buyer in a hurry can see straight away what is available.
- Information on subsidies. Equipment grant schemes often decide the purchase, so the site keeps track of them.
We use a similar approach for manufacturers, distributors and service businesses. Have a look at marketing for manufacturers and B2B and Google Ads management; Google talks about writing expert content in its guidance on helpful content.
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