Chinook Equipment, a leading heavy-duty equipment distributor, was operating on a generic templated dealership website. While functional, the site was restrictive—limiting both design flexibility and backend management. The client found it frustrating that simple edits couldn’t be made without technical intervention, and their equipment inventory was not being presented in a way that supported sales. Most importantly, the website lacked a clear focus on lead generation, leaving untapped potential for turning visitors into quote requests.
Our team designed and developed a fully custom website tailored to Chinook Equipment’s specific needs. The new build included:
Custom Inventory Plugin: We created a bespoke solution that pulls in their equipment listings daily and displays them with clean layouts, filters, and detailed specifications.
User-Friendly Backend: The content management system was customized to ensure staff could easily update pages, inventory, and marketing content without technical barriers.
Lead Generation Focus: Strategically placed calls-to-action encourage users to request quotes directly from equipment pages, turning interest into measurable leads.
Fully Customizable Design: Unlike the old templated site, the new design allows for growth, updates, and unique branding that truly reflects the company’s professionalism.
The new website has become a powerful sales tool for Chinook Equipment. The custom inventory plugin ensures listings are always accurate and visually appealing, while the streamlined backend gives the team complete control over their content. With a lead-focused design, quote requests have increased, providing the dealership with a steady pipeline of potential customers. The shift from a restrictive template to a fully customized, growth-ready platform has not only solved past frustrations but positioned Chinook Equipment for long-term digital success.
