The parts nobody else was selling online

You already know this problem

Your customer knows exactly what they need. A specific part, for a specific crane, from a specific manufacturer. They type it into Google at seven in the morning because the machine is off the road and every hour is costing someone money.

They do not find you. They find the manufacturer, or a distributor three hundred miles away, or a listing site that does not have it in stock.

You have the part on the shelf. You have the engineer who knows how to fit it. And you are nowhere on the page.

That is not a marketing problem. That is stock sitting still.

What they actually had

The website did what most engineering sites do. It said who the company was, listed the services, and stopped there.

There was a page for repairs and a page for servicing. There was nothing at all for the parts side of the business, which is the part that scales, because somebody buying a part today buys another one in six months.

Every enquiry was coming from people who already knew the name. Phone calls, repeat customers, word of mouth in a small industry. Reliable, but it does not grow on its own.

What we did

Found the gap

We went through the search demand manufacturer by manufacturer. What people type when they need a part for each specific make of crane, in what volume, and who was showing up for it.

Almost nobody was. The manufacturers were competing for their own brand names. The big distributors were competing for generic terms. The specific, high-intent searches in between, the ones made by someone who knows exactly what they want, were largely unclaimed.

That gap is the whole case study.

Web design: built pages that answer those searches

A page per manufacturer, covering the parts they actually supply. Not thin pages made to catch traffic. Pages that tell a workshop manager whether the part is available, what it fits and who to ring about it.

The site was rebuilt around that structure so the parts side of the business had somewhere to live rather than being a line on a services page.

Kept going

Five years of it. New manufacturers as the range expanded, technical fixes as the site grew, and steady work on the pages that were close to the top but not at it.

This is the same approach we use for engineering firms and plant and lifting businesses generally. Find the searches your competitors have not thought about, then own them.

What happened

Organic traffic up 165% year on year. Not from a standing start either. This is year five of the relationship, and it is still growing at that rate.

They come up first for the parts searches that matter. In the director's own words, consistently the number one option for HIAB service, repairs and spare parts across the UK.

Gross sales up 20% year on year. On a business of this size that is a six figure difference. It is the kind of number that shows up in the year end accounts, not just in a dashboard.

The parts pages carry it. The pages we built for individual manufacturers are the ones bringing in the traffic and the enquiries. That was the bet five years ago and it has kept paying.

Five years and still going. No contract, no minimum term, no lock-in. They have stayed because it works.

Source: Organic traffic from Google Search Console, twelve months to August 2026, compared against the previous twelve months. Sales figures supplied by Hydraulic Crane Services Ltd.

What we are doing next

The manufacturer pages proved the model. There are more manufacturers, more part categories, and more of those specific searches nobody is competing for.

Beyond that, buyers in this industry increasingly start with an AI tool rather than a search box. Somebody asking ChatGPT where to get a part for a particular crane should be told Hydraulic Crane Services. Getting cited in those answers is where the next few years of this work goes, and it is included in every package we run.

What this costs

National SEO packages start at £500 a month. Month to month, no minimum term, no contract to sign.

If you want to start smaller, the SEO Kickstart is £850 one off then £250 a month.

You deal with me, Ben, on every call and every piece of work. Nothing is outsourced and there are no account managers.

What Rob says